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題名 在西班牙開設Luna Y Comida民宿的商業計畫書
Business Plan to Open Luna Y Comida Guest House作者 唐雅立
Alexandre Taschereau貢獻者 吳文傑
Wu, Jack
唐雅立
Alexandre Taschereau關鍵詞 民宿
瓦倫西瓦（西班牙城市及省名）
西班牙
舊城區
B&B
Valencia
Spain
Old town日期 2013 上傳時間 6-Aug-2014 11:43:10 (UTC+8) 摘要 在西班牙開設Luna Y Comida民宿的商業計畫書
Luna Y Comida is a start-up bed and breakfast business that will open near the old town of Valencia Spain, in the Barrio Del Carmen. It will be a mid-range establishment with 6 rooms that will mainly target customers from the UK, France, Belgium and China, with some occasional Spanish vacationers. The owners will live on the premises and will be able to serve the clients with excellent customer service in their own language (French, English, Spanish and Chinese). This personalized customer service will be at the earth of our success. We aim at providing to our customers a “home” away from home and help reduce the stress usually accompanied with travelling abroad. Internet and social media will play a big role in the marketing strategy, as it is the most efficient and direct way to reach our possible guests. A variety of traditional and on-line promotions will be used to advertise competitively our B&B. These will help make Luna Y Comida profitable by the end of the first year of operation. However, the profits will be modest for this first year, but they are expected to grow during the second and third year of operation.參考文獻 Online DocumentsDaniel Toma Gaimundiz, El Turismo Chino en Espana (The Chinese tourism in Spain), Universidad de Sevilla, 2011http://www.fundacionico.es/fileadmin/user_upload/pdfs/El_Turismo_Chino_en_Espana_2.pdf Demunter Christophe & Dimitrakopoulos Chryssanthi, Domestic tourism, European Commission, Eurostat, Statistic in focus, no 49, 2011http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-SF-11-049/EN/KS-SF-11-049-EN.PDF European Commission, Attitudes of Europeans citizens towards the environment, Special Eurobarometer 365 – EB75.2http://ec.europa.eu/public_opinion/archives/ebs/ebs_365_pres_en.pdf European commission, Eurostat, Average length of stayhttp://epp.eurostat.ec.europa.eu/statistics_explained/index.php?title=File:Average_length_of_stay_in_hotels,_campsites_and_other_collective_tourist_accommodation,_by_NUTS_2_regions,_2011_(1)_(days).png&filetimestamp=20130527090450European Commission, Eurostat, Tourism Statisticshttp://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Tourism_statistics_-_top_destinationsEuropean Commission, Eurostat, Tourism Trend http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Tourism_trends#Top_destinations Gabriela Alvarez, Suhejla Hoti and Michael McAleer, School of Economic and Commerce, University of Western Australia, Modeling Tourist Arrivals to Spain from the Top Five Source Markets http://www.mcc.cmu.ac.th/ASIMMOD2007/Paper/E03_Suhejla%20Hoti.pdfInstituto Nacional de Estadistica, Hotel Occupancy Survey, January 2013, http://www.ine.es/en/daco/daco42/prechote/cth0012_en.pdf ITB World Travel Trends Report 2011http://www.itb-kongress.de/media/itbk/itbk_media/itbk_pdf/WTTR_Report_komplett_web.pdf Mallou Verala Jesus, Eduardo Picon Prado and Teresa Brana Tobio, Segmentation of the Spanish Domestic Touristic Market, University of Santiago de Compostela, Psicothema, , 2004 vol. 16, no 1http://www.psicothema.com/psicothema.asp?id=1164 Nielson Newswire, Deal with it! Discounts drive brand love on social media, 11/03/2011http://www.nielsen.com/us/en/newswire/2011/deal-with-it-discounts-drive-brand-love-on-social-media.htmlNielson Newswire, Improving customer experience by listening and responding to social media, 07/07/2009http://www.nielsen.com/us/en/newswire/2009/improving-customer-experience-by-listening-and-responding-to-social-media.htmlPlan Turismo China, http://www.minetur.gob.es/es-s/gabineteprensa/notasprensa/documents/planturismochina.pdf Ray Rebecca, Milla Sanes, and John Schmitt, No-vacation nation Revisited, May 2013 http://www.cepr.net/documents/no-vacation-update-2014-04.pdf Tourism Valencia, Tourism statistics 2013http://www.turisvalencia-guias.info/turisvalencia/estadisticas/#/11/zoomed UNWTO, Facts and figureshttp://www.unwto.org/facts/eng/historical.htm UNWTO, China – The new number one tourism source market in the world, Press release April 4th 2013http://media.unwto.org/en/press-release/2013-04-04/china-new-number-one-tourism-source-market-world UNWTO, Tourism Highlights 2013http://www.e-unwto.org/content/hq4538/fulltext.pdf UNTWO, World Tourism Barometer, volume 11, January 2013, http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_barom13_01_jan_excerpt_0.pdfWebsitesAirbnbhttps://www.airbnb.ca/s/Valencia--Spain?room_types%5B%5D=Entire+home%2Fapt&room_types%5B%5D=Private+room&property_type_id%5B%5D=3 Euro campinghttp://www.eurocampings.co.uk/spain/valencian/valencia/ Time and date http://www.timeanddate.com/calendar/?year=2013&country=41 Tripadvisorhttp://www.tripadvisor.com/Hotels-g187529-c2-Valencia_Valencia_Province_Valencian_Country-Hotels.html Valencia Arthousehttp://www.valenciarthouse.com/ Valencia Mindfulness Retreathttp://www.valenciamindfulnessretreat.org/ 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
100933046
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100933046 資料類型 thesis dc.contributor.advisor 吳文傑 zh_TW dc.contributor.advisor Wu, Jack en_US dc.contributor.author (Authors) 唐雅立 zh_TW dc.contributor.author (Authors) Alexandre Taschereau en_US dc.creator (作者) 唐雅立 zh_TW dc.creator (作者) Alexandre Taschereau en_US dc.date (日期) 2013 en_US dc.date.accessioned 6-Aug-2014 11:43:10 (UTC+8) - dc.date.available 6-Aug-2014 11:43:10 (UTC+8) - dc.date.issued (上傳時間) 6-Aug-2014 11:43:10 (UTC+8) - dc.identifier (Other Identifiers) G0100933046 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/68247 - 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) 100933046 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 在西班牙開設Luna Y Comida民宿的商業計畫書 zh_TW dc.description.abstract (摘要) Luna Y Comida is a start-up bed and breakfast business that will open near the old town of Valencia Spain, in the Barrio Del Carmen. It will be a mid-range establishment with 6 rooms that will mainly target customers from the UK, France, Belgium and China, with some occasional Spanish vacationers. The owners will live on the premises and will be able to serve the clients with excellent customer service in their own language (French, English, Spanish and Chinese). This personalized customer service will be at the earth of our success. We aim at providing to our customers a “home” away from home and help reduce the stress usually accompanied with travelling abroad. Internet and social media will play a big role in the marketing strategy, as it is the most efficient and direct way to reach our possible guests. A variety of traditional and on-line promotions will be used to advertise competitively our B&B. These will help make Luna Y Comida profitable by the end of the first year of operation. However, the profits will be modest for this first year, but they are expected to grow during the second and third year of operation. en_US dc.description.tableofcontents 1 Executive Summary 11.1 Objectives 11.2 Mission 11.3 Success Factors 12 Company summary 22.1 Products and Services 22.2 Company ownership 32.3 Management 33 Market Segment Analysis 43.1 Market Analysis 43.1.1 Spain 53.1.2 Valencia 63.2 Target Customers 93.2.1 Chinese Tourists (Chinese Outbound Tourism) 93.2.2 European Tourists 103.2.3 Spanish Visitors 123.3 Industry Analysis 143.3.1 Porter’s 5 forces 143.4 Competition Analysis 173.4.1 Valencia mindfulness Retreat 183.4.2 Valencia Arthouse 184 Strategy and implementation 194.1 Value Proposition 194.2 Positioning 204.3 Pricing strategy 214.4 Marketing strategy 224.4.1 Chinese market strategy 224.4.2 European and Spanish market strategy 244.5 Promotion strategy 264.5.1 Traditional Promotions 264.5.2 Online and Social Media Promotions 264.6 SWOT Analysis 284.6.1 Matching 294.6.2 Converting 305 Financials 315.1 Costs 315.1.1 Startup Costs 315.1.2 Operating costs 325.2 Revenues 345.3 Financial statements 365.3.1 Income statement 365.3.2 Cash Flow 385.3.3 Balance Sheet 395.4 Ratio analysis 415.5 Break-even analysis 426 Business Model Canvas 436.1 Infrastructure 446.1.1 Key Activities 446.1.2 Key Resources 446.1.3 Key partners 456.2 Offering 456.2.1 Value Proposition 456.2.2 Customers 466.2.3 Customer Segment 466.2.4 Channels 466.2.5 Customer relationship 476.3 Finances 486.3.1 Cost Structure 486.3.2 Revenue Stream 497 Future Business development 507.1 Short-term development 507.1.1 Offering dinner 507.2 Mid to long-term development 507.2.1 Opening of a new location 50Reference 52Appendix 55 zh_TW dc.format.extent 1140749 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100933046 en_US dc.subject (關鍵詞) 民宿 zh_TW dc.subject (關鍵詞) 瓦倫西瓦（西班牙城市及省名） zh_TW dc.subject (關鍵詞) 西班牙 zh_TW dc.subject (關鍵詞) 舊城區 zh_TW dc.subject (關鍵詞) B&B en_US dc.subject (關鍵詞) Valencia en_US dc.subject (關鍵詞) Spain en_US dc.subject (關鍵詞) Old town en_US dc.title (題名) 在西班牙開設Luna Y Comida民宿的商業計畫書 zh_TW dc.title (題名) Business Plan to Open Luna Y Comida Guest House en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Online DocumentsDaniel Toma Gaimundiz, El Turismo Chino en Espana (The Chinese tourism in Spain), Universidad de Sevilla, 2011http://www.fundacionico.es/fileadmin/user_upload/pdfs/El_Turismo_Chino_en_Espana_2.pdf Demunter Christophe & Dimitrakopoulos Chryssanthi, Domestic tourism, European Commission, Eurostat, Statistic in focus, no 49, 2011http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-SF-11-049/EN/KS-SF-11-049-EN.PDF European Commission, Attitudes of Europeans citizens towards the environment, Special Eurobarometer 365 – EB75.2http://ec.europa.eu/public_opinion/archives/ebs/ebs_365_pres_en.pdf European commission, Eurostat, Average length of stayhttp://epp.eurostat.ec.europa.eu/statistics_explained/index.php?title=File:Average_length_of_stay_in_hotels,_campsites_and_other_collective_tourist_accommodation,_by_NUTS_2_regions,_2011_(1)_(days).png&filetimestamp=20130527090450European Commission, Eurostat, Tourism Statisticshttp://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Tourism_statistics_-_top_destinationsEuropean Commission, Eurostat, Tourism Trend http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Tourism_trends#Top_destinations Gabriela Alvarez, Suhejla Hoti and Michael McAleer, School of Economic and Commerce, University of Western Australia, Modeling Tourist Arrivals to Spain from the Top Five Source Markets http://www.mcc.cmu.ac.th/ASIMMOD2007/Paper/E03_Suhejla%20Hoti.pdfInstituto Nacional de Estadistica, Hotel Occupancy Survey, January 2013, http://www.ine.es/en/daco/daco42/prechote/cth0012_en.pdf ITB World Travel Trends Report 2011http://www.itb-kongress.de/media/itbk/itbk_media/itbk_pdf/WTTR_Report_komplett_web.pdf Mallou Verala Jesus, Eduardo Picon Prado and Teresa Brana Tobio, Segmentation of the Spanish Domestic Touristic Market, University of Santiago de Compostela, Psicothema, , 2004 vol. 16, no 1http://www.psicothema.com/psicothema.asp?id=1164 Nielson Newswire, Deal with it! Discounts drive brand love on social media, 11/03/2011http://www.nielsen.com/us/en/newswire/2011/deal-with-it-discounts-drive-brand-love-on-social-media.htmlNielson Newswire, Improving customer experience by listening and responding to social media, 07/07/2009http://www.nielsen.com/us/en/newswire/2009/improving-customer-experience-by-listening-and-responding-to-social-media.htmlPlan Turismo China, http://www.minetur.gob.es/es-s/gabineteprensa/notasprensa/documents/planturismochina.pdf Ray Rebecca, Milla Sanes, and John Schmitt, No-vacation nation Revisited, May 2013 http://www.cepr.net/documents/no-vacation-update-2014-04.pdf Tourism Valencia, Tourism statistics 2013http://www.turisvalencia-guias.info/turisvalencia/estadisticas/#/11/zoomed UNWTO, Facts and figureshttp://www.unwto.org/facts/eng/historical.htm UNWTO, China – The new number one tourism source market in the world, Press release April 4th 2013http://media.unwto.org/en/press-release/2013-04-04/china-new-number-one-tourism-source-market-world UNWTO, Tourism Highlights 2013http://www.e-unwto.org/content/hq4538/fulltext.pdf UNTWO, World Tourism Barometer, volume 11, January 2013, http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_barom13_01_jan_excerpt_0.pdfWebsitesAirbnbhttps://www.airbnb.ca/s/Valencia--Spain?room_types%5B%5D=Entire+home%2Fapt&room_types%5B%5D=Private+room&property_type_id%5B%5D=3 Euro campinghttp://www.eurocampings.co.uk/spain/valencian/valencia/ Time and date http://www.timeanddate.com/calendar/?year=2013&country=41 Tripadvisorhttp://www.tripadvisor.com/Hotels-g187529-c2-Valencia_Valencia_Province_Valencian_Country-Hotels.html Valencia Arthousehttp://www.valenciarthouse.com/ Valencia Mindfulness Retreathttp://www.valenciamindfulnessretreat.org/ zh_TW
