| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 許見理 | zh_TW |
| dc.contributor.author (Authors) | Christian Abdiwijoyo Henry | en_US |
| dc.creator (作者) | 許見理 | zh_TW |
| dc.creator (作者) | Henry, Christian Abdiwijoyo | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 1-Jul-2025 15:00:24 (UTC+8) | - |
| dc.date.available | 1-Jul-2025 15:00:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Jul-2025 15:00:24 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0112933040 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157803 | - |
| 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) | 112933040 | zh_TW |
| dc.description.abstract (摘要) | Xiao Chi 是一個全新的休閒餐飲概念，致力於將台灣夜市的熱鬧氛圍帶入雅加達。其目標客群涵蓋華裔印尼人及更廣泛的在地消費者，主打鹹酥雞、臭豆腐、蚵仔煎與珍珠奶茶等台灣經典街頭小吃，並透過數位點餐系統提供便利的一站式用餐體驗。
本品牌靈感來自印尼的 Ropang 模式，強調平價定位、熱鬧社交氛圍與營業至深夜的特色。店面設計採開放式廚房與攤位形式，重現夜市的熱鬧街景。大多數食材將從當地取得，但關鍵調味料與特色原料仍將自台灣進口，以確保原汁原味。
在印尼台灣餐飲選擇相對有限的市場情況下，Xiao Chi 將填補此一缺口，並以正宗台灣美食的領導品牌為定位，朝向可擴展的連鎖經營模式於全國拓展。 | zh_TW |
| dc.description.abstract (摘要) | Xiao Chi is a new casual dining concept bringing the vibrant experience of a Taiwanese night market to Jakarta. Targeting both Chinese Indonesians and broader local audiences, it offers popular street food like crispy fried chicken, stinky tofu, oyster omelets, and bubble tea, all in one convenient location with a digital ordering system.
Inspired by Indonesia’s Ropang model, Xiao Chi will focus on affordability, a lively social atmosphere, and late hours. An open kitchen and food stall-style setup will recreate the energy of a night market. While most ingredients will be sourced locally, key imports from Taiwan will preserve authentic flavors.
With limited Taiwanese dining options in Indonesia, Xiao Chi fills a market gap, aiming to lead in authentic Taiwanese cuisine and expand as a scalable restaurant chain nationwide. | en_US |
| dc.description.tableofcontents | Chapter 1: Business Idea and Motivation 1
1.1. Definition: Ropang 2
1.2. Company Overview 4
1.3. Value Proposition: Bringing Taiwan’s Night Market to Indonesia 5
1.4. Vision, Mission, and Values 6
Chapter 2: Market Analysis 9
2.1. Customer Analysis : Indonesia & Jakarta Demographics 9
2.2. Restaurant Industry in Jakarta 11
2.3. Competitor Analysis in Jakarta: Taiwanese Restaurant Landscape 12
Chapter 3: Products and Services 15
3.1. Experiencing Taiwan Night Market in Jakarta 15
3.2. Menu Overview: A Feast of Authentic Taiwanese Street Food 17
3.2.1. Signature Dishes 17
3.2.2. Fried Goodies 18
3.2.3. Hearty Soups & Warm Dishes 18
3.2.4. Main Dishes 18
3.2.5. Snacks & Sweets 19
3.2.6. Drinks & Beverages 20
3.2.7. Halal Assurance 21
3.3. Social Aspects of Xiao Chi: A Hub for Connection 21
Chapter 4: Business Model Canvas 22
4.1. Key Partnerships 23
4.2. Key Activities 23
4.3. Key Resources 24
4.4. Value Proposition 24
4.5. Customer Relationships 25
4.6. Channels 25
4.7. Customer Segments 26
4.8. Cost Structure 26
4.9. Revenue Streams 27
Chapter 5: Marketing Plan 28
5.1. SWOT Analysis 28
5.1.1. Strengths 28
5.1.2. Weaknesses 29
5.1.3. Opportunities 29
5.1.4. Threats 30
5.2. Marketing Goals 30
5.2.1. Short Term Goals (0-6 Months After Launch) 31
5.2.2. Medium Term Goals (6-12 Months After Launch) 31
5.2.3. Long Term Goals (1-2 Years After Launch) 31
5.3. Marketing Channels & Strategies 32
5.3.1. Digital Marketing 32
5.3.2. Social Media Engagement 33
5.3.3. Influencer Collaborations 33
5.3.4. Integrated Online Presence 34
5.3.5. Food Delivery Promotions 34
5.3.6. Offline Marketing 35
Chapter 6: Financial Plan 37
6.1. Initial Investment 37
6.2. Monthly Cash Flow Forecast 38
6.3. Strategic Implications & Outlook 41
Chapter 7: Medium and Long Term Vision 42
7.1. Strengthening the Foundation and Expanding in Jakarta (Years 1–2) 42
7.2. National Expansion and Building a Valued Brand (Years 3–5) 42
7.3. Extending the Brand Beyond Restaurants 43
7.4. Long-Term Goals: Becoming Indonesia’s Iconic Taiwanese Food Brand 43
References 45 | zh_TW |
| dc.format.extent | 4350272 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0112933040 | en_US |
| dc.subject (關鍵詞) | 街頭美食 | zh_TW |
| dc.subject (關鍵詞) | 休閒餐飲 | zh_TW |
| dc.subject (關鍵詞) | 印尼烤麵包 | zh_TW |
| dc.subject (關鍵詞) | 雅加達 | zh_TW |
| dc.subject (關鍵詞) | 印尼 | zh_TW |
| dc.subject (關鍵詞) | 台灣 | zh_TW |
| dc.subject (關鍵詞) | Street Food | en_US |
| dc.subject (關鍵詞) | Casual Dining | en_US |
| dc.subject (關鍵詞) | Ropang | en_US |
| dc.subject (關鍵詞) | Jakarta | en_US |
| dc.subject (關鍵詞) | Indonesia | en_US |
| dc.subject (關鍵詞) | Taiwan | en_US |
| dc.title (題名) | 小吃：將台灣夜市的靈魂帶到印尼 | zh_TW |
| dc.title (題名) | Xiao Chi: Bringing the Heart of Taiwan’s Night Market to Indonesia | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Badan Pusat Statistik Indonesia. (2024). Mid Year Population (Thousand People), 2022–2024. Retrieved from www.bps.go.id
Worldometers. (2025). Population of Indonesia (1950–2025). Retrieved from www.worldometers.info/world-population/indonesia
Statista. (2024). Population of Jakarta, Indonesia, 2014–2023. Retrieved from www.statista.com
Statista. (2024). Population Density of Indonesia 2025, by Province. Retrieved from www.statista.com
Jakarta Investment Center. (n.d.). Population Structure by Age. Retrieved from invest.jakarta.go.id
World Population Review. (2025). Indonesia Population by Ethnicity. Retrieved from worldpopulationreview.com
Statista. (2024). Countries With the Largest Overseas Chinese Diaspora 2023. Retrieved from www.statista.com
Taiwan Tourism Bureau. (2024). Night Markets of Taiwan. Retrieved from eng.taiwan.net.tw
Singapore Atrium Sale. (2024). Ropang: A Beloved Street Food in Indonesia. Retrieved from singaporeatriumsale.com.sg
Agriculture and Agri Food Canada. (2024). Foodservice Profile – Indonesia. Retrieved from www.agr.gc.ca
Daniel’s Food Diary. (2018). Din Tai Fung 鼎泰豐 – Original Store of World’s Most Famous Xiao Long Bao. Retrieved from danielfooddiary.com
Migrationology. (2014). Raohe Night Market: Must Eat Food When You Visit. Retrieved from migrationology.com | zh_TW |
