| dc.contributor.advisor | 何富年 | zh_TW |
| dc.contributor.advisor | Ho, Fu Nin | en_US |
| dc.contributor.author (Authors) | 郭永輝 | zh_TW |
| dc.contributor.author (Authors) | Kwok, Wing Fai Daniel | en_US |
| dc.creator (作者) | 郭永輝 | zh_TW |
| dc.creator (作者) | Kwok, Wing Fai Daniel | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 1-Jul-2025 14:58:37 (UTC+8) | - |
| dc.date.available | 1-Jul-2025 14:58:37 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Jul-2025 14:58:37 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0110933005 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157796 | - |
| 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) | 110933005 | zh_TW |
| dc.description.abstract (摘要) | Alpha 是一家資訊系統開發公司，自 2014 年起在台灣開始為快速消費品（FMCG）品牌提供電子商務（EC）系統解決方案。
隨著近年來數位行銷成本的上升，市場競爭日益激烈，FMCG 品牌要提升銷售變得更加困難，也間接影響了 Alpha 的收入表現。同時，市場上也出現了其他競爭系統，進一步加劇競爭壓力。Alpha 面臨著如何穩定收入以支應固定成本、並產生營運利潤的挑戰。雖然 Alpha 已經開始向下整合，提供第三方物流與出貨服務，但目前在台灣市場的服務仍主要侷限於後端支援。
本商業計畫書說明了 Alpha 將如何進一步拓展垂直整合，在台灣市場透過多元的線上與線下通路銷售 FMCG 產品。內容包含 Alpha 投入該領域的背景、定位與策略、執行計畫以及財務規劃。 | zh_TW |
| dc.description.abstract (摘要) | Alpha is an IT system development company that started providing E-commerce (EC) system solutions to fast-moving consumer goods (FMCG) brands from 2014 in Taiwan.
The market has been getting more and more competitive in recent years due to the increase in digital marketing costs. This makes it difficult for FMCG brands to increase their sales and thus affect Alpha’s revenue as well. Competition also increases as other systems emerged. Alpha faces challenges in maintaining a sustainable revenue to cover its fixed cost to generate operating profit. Although Alpha has started expanding its vertical integration to provide third-party logistics and fulfillment services, it has been limited to back-office services in the Taiwan market.
This business plan outlines Alpha’s plan to further expand its vertical integration by selling FMCG products through multiple channels, both online and offline, in the Taiwan market. It includes the background why Alpha wants to explore this area, its positioning and strategy, execution and the financial plan. | en_US |
| dc.description.tableofcontents | 1. Executive Summary 1
2. Business Description 2
2.1. Company Background 2
2.2. Mission, Vision, and Core Values 2
2.3. Unique Selling Proposition (USP) 3
2.4. Objectives for Business Transformation 4
3. Market Analysis 6
3.1. Customers 6
3.1.1. Current Taiwanese Market 6
3.1.2. Market Outlook and Trends 8
3.1.3. Customer Shopping Preferences on Sales Channels 9
3.2. Competitors 9
4. Business Strategies 10
4.1. SWOT Analysis 10
4.1.1. Strength 10
4.1.2. Weaknesses 11
4.1.3. Opportunities 11
4.1.4. Threats 12
5. Market Entry Strategies 14
5.1. Evaluation of different entry modes 14
5.1.1. Outsourcing 14
5.1.2. Acquisition 15
5.1.3. Greenfield 16
5.2. Conclusion 16
6. Organization Strategies 17
6.1. Current Organization 17
6.1.1. Taiwan Business Unit 17
6.1.2. Singapore Business Unit 17
6.1.3. IT Department 18
6.1.4. Admin Department 18
6.2. Organization Strategies 18
6.2.1. Internal Organization Transformation 18
6.2.2. Borrowing Power from Partners 22
6.2.3. Affiliation 22
7. Marketing Strategies 23
7.1. STP 23
7.1.1. Segmentation 23
7.1.2. Targeting 23
7.1.3. Positioning 24
7.2. 4P 25
7.2.1. Place 25
7.2.2. Product 26
7.2.3. Price 26
7.2.4. Promotion 28
8. Implementation Plan 32
8.1. Phases 32
8.1.1. Phase 1: Preparation and Trials 32
8.1.2. Phase 2: Acquisition of Clients and Channels 34
8.1.3. Phase 3: Scale Up 35
9. Financial Plan 36
9.1. Sales 36
9.2. Cost 36
9.3. Gross Profit 37
9.4. SGA Expenses 37
9.5. Operating Profit 37
9.6. NPV Analysis 38
10. Conclusion and Recommendations 39
10.1. Conclusion 39
10.2. Recommendations 40
Reference 42
Appendix 43 | zh_TW |
| dc.format.extent | 1193960 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0110933005 | en_US |
| dc.subject (關鍵詞) | 全方位銷售 | zh_TW |
| dc.subject (關鍵詞) | 電子商務 | zh_TW |
| dc.subject (關鍵詞) | 業務轉型 | zh_TW |
| dc.subject (關鍵詞) | 台灣 | zh_TW |
| dc.subject (關鍵詞) | 快銷品 | zh_TW |
| dc.subject (關鍵詞) | Omni-channel | en_US |
| dc.subject (關鍵詞) | E-Commerce | en_US |
| dc.subject (關鍵詞) | Business transformation | en_US |
| dc.subject (關鍵詞) | Taiwan | en_US |
| dc.subject (關鍵詞) | FMCG | en_US |
| dc.title (題名) | 台灣全方位銷售商業計劃 | zh_TW |
| dc.title (題名) | Business Plan for Omni-Channel Sales in Taiwan | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | HULKapps. (2024). https://www.hulkapps.com/zh-hant/blogs/dian-zi-shang-wu-zhong-xin-1/ying-dui-feng-qi-yun-yong-2024nian-sou-xun-guang-gao-cheng-ben-he-zhuan-hua-lu-de-bian-hua
IMF. (2025). https://www.imf.org/external/datamapper/PPPPC@WEO/THA/IDN/PHL/VNM/KHM/LAO/MMR
Ministry of Economic Affairs, R.O.C. (2024). https://www.moea.gov.tw/Mns/dos_e/bulletin/Bulletin_En.aspx?kind=15&html=1&menu_id=6745&bull_id=16021
Statista. (2024). https://www.statista.com/outlook/cmo/beauty-personal-care/skin-care/taiwan
Statista. (2024). https://www.statista.com/outlook/hmo/otc-pharmaceuticals/vitamins-minerals/taiwan
Trading Economics. (2025). https://tradingeconomics.com/taiwan/consumer-spending
TVBS. (2023). https://news.tvbs.com.tw/english/2168621 | zh_TW |
