| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 蘇信諭 | zh_TW |
| dc.contributor.author (Authors) | Su, Hsin-Yu | en_US |
| dc.creator (作者) | 蘇信諭 | zh_TW |
| dc.creator (作者) | Su, Hsin-Yu | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 2-Jan-2025 12:13:25 (UTC+8) | - |
| dc.date.available | 2-Jan-2025 12:13:25 (UTC+8) | - |
| dc.date.issued (上傳時間) | 2-Jan-2025 12:13:25 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0111933014 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/155017 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 111933014 | zh_TW |
| dc.description.abstract (摘要) | 碩士論文詳細闡述了茶館“DypTea”的商業計畫。該計畫旨在顛覆年輕一代對“茶文化”的刻板印象，為臺灣茶產品塑造新的形象。DypTea 提供舒適和愉悅的空間，讓茶愛好者沉浸在茶香之中。論文內容包括 DypTea 的業務概覽、市場分析、運營計畫，以及財務和可持續性報告。
根據分析報告，論文展示了茶葉市場的概況、消費者行為的變化以及 COVID-19 的影響。行銷計畫採用 SWOT 分析方法，評估優勢、劣勢、機會和威脅，以確保競爭優勢；商業畫布明確展示了商業模型的輪廓，從而制定定價策略，視覺化價值主張，並與運營計畫相結合，包括供應商、庫存和物流管理。
綜上所述，本論文為“DypTea”茶館提供了一份全面的商業計畫，包含詳細的分析和切實可行的策略，以推動其成功。這為有意開設茶館或探索行業動態的個人提供了寶貴的見解。 | zh_TW |
| dc.description.abstract (摘要) | The master’s thesis presents the detailed business plan for the opening of the tea shop, “DypTea”. The business plan aims to subvert the stereotype of the “tea culture” among younger generation and provides the new image of Taiwanese tea product. DypTea provides comfortable and enjoyable places for the tea lovers indulged in the tea fragrance. The thesis includes DypTea business overview, market analysis, operation plan, and financial and sustainable reports.
According to the analytical report, it shows the market overview of the tea market, the change of the consumer behavior, and the impact of COVID 19. The marketing plan applies SWOT to analyze the strength, weakness, opportunity and threat to ensure the competitive edge; business canvas presents the clear business model outline to formulate the pricing strategy, visualize the value proposition and cooperate with the operation plan including supplier, inventory, and logistics management.
In conclusion, this thesis delivers a well-rounded business plan for the "DypTea" tea shop, featuring a detailed analysis and actionable strategies designed to drive its success. It offers valuable insights for individuals interested in opening a tea shop or exploring the dynamics of the industry. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENTS
1. Executive Summary 1
2. DypTea Tea Shop 3
2.1. Company Profile 3
2.2. Logo 5
2.3. Mission 6
2.4. Vision 6
2.5. Core Value 7
2.6. Location & Design 7
2.7. Products and Services 12
3. Market Overview 17
3.1. Taiwanese Tea Market 17
3.2. Tea Beverage Industry Analysis 20
3.2.1. Taiwanese Tea Shop Industry Analysis 20
3.2.2. Bubble Tea Shop Industry Analysis 22
3.2.3. Coffee Shop Industry Analysis 24
4. Target Customer 27
4.1. Customer Need 27
4.1. Age Range 28
4.2. Income Level 29
5. Competitor Analysis 31
5.1. Pingtung Area Analysis 31
5.2. Kaohsiung Area Analysis 32
5.3. Direct Competitors 32
5.4. Indirect Competitors 34
6. Supply Chain Management 37
6.1. Supplier 37
6.2. Purchase and Inventory 39
7. Marketing Plan 40
7.1. Pricing Strategy 40
7.2. SWOT Analysis 42
7.3. Promotion and Events 44
7.4. Collaboration 45
8. Business Model Canvas 47
9. Financial Operations and Statements 50
9.1. Projected Cost 50
9.2. Projected Profit and Loss 52
9.3. Projected Cash Flow 53
9.4. Scenario Analysis 55
9.4.1. Best Scenario 55
9.4.2. Worst Scenario 57
9.5. Break-Even Analysis 58
10. Conclusion 59
11. Reference 60 | zh_TW |
| dc.format.extent | 2507468 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0111933014 | en_US |
| dc.subject (關鍵詞) | 茶行 | zh_TW |
| dc.subject (關鍵詞) | 茶 | zh_TW |
| dc.subject (關鍵詞) | business plan | en_US |
| dc.subject (關鍵詞) | tea | en_US |
| dc.subject (關鍵詞) | tea lover | en_US |
| dc.subject (關鍵詞) | tea sop | en_US |
| dc.title (題名) | 滴品茶行營運企劃書 | zh_TW |
| dc.title (題名) | DYPTEA tea shop business plan | en_US |
| dc.type (資料類型) | thesis | en_US |
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https://www.statista.com/outlook/cmo/hot-drinks/tea/taiwan#volume
疫情大風吹 餐飲市場重分配 王芳瑋 2021-06-18
http://shuj.shu.edu.tw/blog/2021/06/18/%E7%96%AB%E6%83%85%E5%A4%A7%E9%A2%A8%E5%90%B9E9%A4%90%E9%A3%B2%E5%B8%82%E5%A0%B4%E9%87%8D%E5%88%86%E9%85%8D-2/
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Zion Market Research: Food & Beverage> Bubble Tea Market
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Uncover the Secrets of Taiwan’s Bubble Tea Scene with Measurable AI’s Exclusive Data
by Josie Mobley 2023-08-04
https://blog.measurable.ai/2023/08/04/uncover-the-secrets-of-taiwans-bubble-tea-scene-with-measurable-ais-exclusive-data/
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The latest analysis of coffee business opportunities
https://magazine.feg.com.tw/magazine/en/magazine_detail.aspx?id=12529
〈財經週報-咖啡商機〉台灣咖啡進口量破5萬噸 年喝40億杯咖啡
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Kaohsiung leads Taiwan in beverage spending by Hou Cheng-hsu and Kayleigh Madjar
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https://www.taipeitimes.com/News/taiwan/archives/2024/04/08/2003816132
Statista: Consumer Goods & FMCG> Non-alcoholic Beverages
https://www.statista.com/statistics/1094493/taiwan-frequency-of-functional-beverage-consumption-by-age/
Tea researchers to help expand drink market by Yang Yuan-ting and Kayleigh Madjar
2021-11-23
https://www.taipeitimes.com/News/taiwan/archives/2021/11/23/2003768362
屏東縣港口茶 Pingtung Port Tea: A Historical Anomaly From The 19th Century 2015-6-27
https://eco-cha.com/blogs/news/34494980-pingtung-port-tea-a-historical-anomaly-from-the-19th-century | zh_TW |
