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題名 台灣休閒咖啡館商業計畫書
Business Plan of Leisure Coffee Shop
作者 李思逸
Lee, Anna
貢獻者 吳文傑
Wu, Jack
李思逸
Lee, Anna
關鍵詞 休閒咖啡館
商業計畫書
Leisure Coffee Shop
Business Plan
日期 2014
上傳時間 1-Dec-2014 14:21:53 (UTC+8)
摘要 台灣休閒咖啡館商業計畫書
In Taiwan, have a cup of coffee have become part of the life of people who lives in the city. We cannot only buy the coffee in coffee shop like Starbucks, Barista, or Mr. Brown but also in convenient stores like 7-11 and Family Mart. These places provide different kinds and levels of coffee. This causes a fierce competition in coffee shop market. But this also indicates that the needs of coffee keep growing. Although lots of places provide coffee, only few of them provide quality coffee in a special and tasteful space. Most coffee shops are for people to sit down and talk and consumers don’t care if the coffee is good or not as long as it’s cheap. Actually from a cup of coffee, there are lots of things to talk about. From the history of drinking coffee, places that coffee bean grows, and people who live in those places. It will be fantastic if people know this information when having coffee. Form a cup of coffee, we know how to care about the world, and we don’t have to learn these things in a classroom but in a warm, elegant coffee shop.
     Le Moulin de la Galette will be a shop that not only provides good coffee, but also knowledge of coffee and the way to develop the culture of coffee. It will also be a place that the customer will gain a series of delightful experiences instead of just some products that you can have anywhere.
1. Executive Summary 1
     1.1. Objectives 2
     1.2. Mission 3
     2. Company Summary 4
     2.1. Company Ownership 4
     2.2. Start-Up Summery 4
     3. Products and Price 6
     3.1. Product List 6
     4. Market Analysis Summary 9
     4.1. Market Segmentation 9
     4.2. Target Market Segment Strategy 10
     4.3. Target Market Survey 11
     4.4. Competitor Analysis 19
     4.5. Service Business Analysis 22
     5. Web Plan Summary 24
     5.1. Website Marketing Strategy 24
     6. Strategy and Implementation Summery 25
     6.1. SWOT Analysis 25
     6.2. Competitive Edge 25
     6.3. Marketing Strategy 26
     6.4. Sales Strategy 28
     6.5. Product Differentiation 30
     7. Management Summary 32
     7.1. Personnel Plan 32
     7.2. Staff Training 33
     8. Financial Plan 35
     8.1. Start-Up Funding 35
     8.2. Break-Even Analysis 36
     8.3. Projected Profit and Loss 36
     8.4. Long-Term Plan 37
     Reference 38
     Appendix 40
參考文獻 1. 林祝菁(2013.Mar..6)。連鎖咖啡店大舉擴店。中時電子報。http://tw.news.yahoo.com/%E9%80%A3%E9%8E%96%E5%92%96%E5%95%A1%E5%BA%97-%E5%A4%A7%E8%88%89%E6%93%B4%E9%BB%9E-213000664--finance.html
     2. 楊雅民(2013. Aug. 26)。台灣年喝23億杯 咖啡黑金爆發。自由時報財經版。http://www.libertytimes.com.tw/2013/new/aug/26/today-e1.htm
     3. Cheng Hou-geng(2012 May 2), Taiwan Industry Reports, Coffee, Tea Shops and Bars. Taiwan Institute of Economic Research.
     4. Cheng Hou-geng (2012 Dec. 11), Taiwan Industry Reports, Beverage Outlets. Taiwan Institute of Economic Research.
     5. Kaylor Hildenbrand (2011 Oct.11),The look of luxury, Packagespeak http://packagespeak.com/2011/10/the-look-of-luxury/
     6. Hyon Jung Lee(2006), Most Expensive Coffee, Forbes News Posts. http://www.forbes.com/2006/07/19/priciest-coffee-beans_cx_hl_0720featA_ls.html
     7. Sammy Said (2013 Jul. 13), Top 10 Most Expensive Coffee in the World, TheRichest. http://www.therichest.com/luxury/most-expensive/top-10-most-expensive-coffee-in-the-world/.
     8. Tana Macmanee(2013 Jul 25), From Golden Nugget Pops to Luxury Cognac Cupcakes, Trend Hunter. http://www.trendhunter.com/slideshow/luxurious-dessert-recipes
     9. Peter Vallas(2011 Mar. 1) `The Chocolate` is a Series of Truffles Adorned With 24K Gold Flakes, Trend Hunter. http://www.trendhunter.com/trends/the-chocolate
     10. 王莞甯(2014, Apr. 24) 西雅圖開精品咖啡店 最貴咖啡每杯888元!年底前再開2家,鉅亨網cnYES.com. http://www.nownews.com/n/2014/04/24/1205594
     Source of the pictures
     1. Figure 1: http://www.bellavita.com.tw/m/cht/store.php?d=69
     2. Figure 2: http://www.telegraph.co.uk/travel/hotel/58443/The-Ritz-Piccadilly-London-hotel-review.html
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)
100933006
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100933006
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 李思逸zh_TW
dc.contributor.author (Authors) Lee, Annaen_US
dc.creator (作者) 李思逸zh_TW
dc.creator (作者) Lee, Annaen_US
dc.date (日期) 2014en_US
dc.date.accessioned 1-Dec-2014 14:21:53 (UTC+8)-
dc.date.available 1-Dec-2014 14:21:53 (UTC+8)-
dc.date.issued (上傳時間) 1-Dec-2014 14:21:53 (UTC+8)-
dc.identifier (Other Identifiers) G0100933006en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/71731-
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) 100933006zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 台灣休閒咖啡館商業計畫書zh_TW
dc.description.abstract (摘要) In Taiwan, have a cup of coffee have become part of the life of people who lives in the city. We cannot only buy the coffee in coffee shop like Starbucks, Barista, or Mr. Brown but also in convenient stores like 7-11 and Family Mart. These places provide different kinds and levels of coffee. This causes a fierce competition in coffee shop market. But this also indicates that the needs of coffee keep growing. Although lots of places provide coffee, only few of them provide quality coffee in a special and tasteful space. Most coffee shops are for people to sit down and talk and consumers don’t care if the coffee is good or not as long as it’s cheap. Actually from a cup of coffee, there are lots of things to talk about. From the history of drinking coffee, places that coffee bean grows, and people who live in those places. It will be fantastic if people know this information when having coffee. Form a cup of coffee, we know how to care about the world, and we don’t have to learn these things in a classroom but in a warm, elegant coffee shop.
     Le Moulin de la Galette will be a shop that not only provides good coffee, but also knowledge of coffee and the way to develop the culture of coffee. It will also be a place that the customer will gain a series of delightful experiences instead of just some products that you can have anywhere.
en_US
dc.description.abstract (摘要) 1. Executive Summary 1
     1.1. Objectives 2
     1.2. Mission 3
     2. Company Summary 4
     2.1. Company Ownership 4
     2.2. Start-Up Summery 4
     3. Products and Price 6
     3.1. Product List 6
     4. Market Analysis Summary 9
     4.1. Market Segmentation 9
     4.2. Target Market Segment Strategy 10
     4.3. Target Market Survey 11
     4.4. Competitor Analysis 19
     4.5. Service Business Analysis 22
     5. Web Plan Summary 24
     5.1. Website Marketing Strategy 24
     6. Strategy and Implementation Summery 25
     6.1. SWOT Analysis 25
     6.2. Competitive Edge 25
     6.3. Marketing Strategy 26
     6.4. Sales Strategy 28
     6.5. Product Differentiation 30
     7. Management Summary 32
     7.1. Personnel Plan 32
     7.2. Staff Training 33
     8. Financial Plan 35
     8.1. Start-Up Funding 35
     8.2. Break-Even Analysis 36
     8.3. Projected Profit and Loss 36
     8.4. Long-Term Plan 37
     Reference 38
     Appendix 40
-
dc.description.tableofcontents 1. Executive Summary 1
     1.1. Objectives 2
     1.2. Mission 3
     2. Company Summary 4
     2.1. Company Ownership 4
     2.2. Start-Up Summery 4
     3. Products and Price 6
     3.1. Product List 6
     4. Market Analysis Summary 9
     4.1. Market Segmentation 9
     4.2. Target Market Segment Strategy 10
     4.3. Target Market Survey 11
     4.4. Competitor Analysis 19
     4.5. Service Business Analysis 22
     5. Web Plan Summary 24
     5.1. Website Marketing Strategy 24
     6. Strategy and Implementation Summery 25
     6.1. SWOT Analysis 25
     6.2. Competitive Edge 25
     6.3. Marketing Strategy 26
     6.4. Sales Strategy 28
     6.5. Product Differentiation 30
     7. Management Summary 32
     7.1. Personnel Plan 32
     7.2. Staff Training 33
     8. Financial Plan 35
     8.1. Start-Up Funding 35
     8.2. Break-Even Analysis 36
     8.3. Projected Profit and Loss 36
     8.4. Long-Term Plan 37
     Reference 38
     Appendix 40
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100933006en_US
dc.subject (關鍵詞) 休閒咖啡館zh_TW
dc.subject (關鍵詞) 商業計畫書zh_TW
dc.subject (關鍵詞) Leisure Coffee Shopen_US
dc.subject (關鍵詞) Business Planen_US
dc.title (題名) 台灣休閒咖啡館商業計畫書zh_TW
dc.title (題名) Business Plan of Leisure Coffee Shopen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. 林祝菁(2013.Mar..6)。連鎖咖啡店大舉擴店。中時電子報。http://tw.news.yahoo.com/%E9%80%A3%E9%8E%96%E5%92%96%E5%95%A1%E5%BA%97-%E5%A4%A7%E8%88%89%E6%93%B4%E9%BB%9E-213000664--finance.html
     2. 楊雅民(2013. Aug. 26)。台灣年喝23億杯 咖啡黑金爆發。自由時報財經版。http://www.libertytimes.com.tw/2013/new/aug/26/today-e1.htm
     3. Cheng Hou-geng(2012 May 2), Taiwan Industry Reports, Coffee, Tea Shops and Bars. Taiwan Institute of Economic Research.
     4. Cheng Hou-geng (2012 Dec. 11), Taiwan Industry Reports, Beverage Outlets. Taiwan Institute of Economic Research.
     5. Kaylor Hildenbrand (2011 Oct.11),The look of luxury, Packagespeak http://packagespeak.com/2011/10/the-look-of-luxury/
     6. Hyon Jung Lee(2006), Most Expensive Coffee, Forbes News Posts. http://www.forbes.com/2006/07/19/priciest-coffee-beans_cx_hl_0720featA_ls.html
     7. Sammy Said (2013 Jul. 13), Top 10 Most Expensive Coffee in the World, TheRichest. http://www.therichest.com/luxury/most-expensive/top-10-most-expensive-coffee-in-the-world/.
     8. Tana Macmanee(2013 Jul 25), From Golden Nugget Pops to Luxury Cognac Cupcakes, Trend Hunter. http://www.trendhunter.com/slideshow/luxurious-dessert-recipes
     9. Peter Vallas(2011 Mar. 1) `The Chocolate` is a Series of Truffles Adorned With 24K Gold Flakes, Trend Hunter. http://www.trendhunter.com/trends/the-chocolate
     10. 王莞甯(2014, Apr. 24) 西雅圖開精品咖啡店 最貴咖啡每杯888元!年底前再開2家,鉅亨網cnYES.com. http://www.nownews.com/n/2014/04/24/1205594
     Source of the pictures
     1. Figure 1: http://www.bellavita.com.tw/m/cht/store.php?d=69
     2. Figure 2: http://www.telegraph.co.uk/travel/hotel/58443/The-Ritz-Piccadilly-London-hotel-review.html
zh_TW