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題名 U Shop大學商城
U Shop: Coffee and NCCU Gift shop
作者 周少偉
Jitkusolrungrueng, Nitichai
貢獻者 吳文傑
Wu, Jack
周少偉
Jitkusolrungrueng, Nitichai
關鍵詞 大學商城
U Shop
日期 2015
上傳時間 4-一月-2016 16:51:16 (UTC+8)
摘要 Most universities have their own gift shop to represent the pride of the students who love university brand’s products. Some universities have created innovation gift shops with special features to differentiate themselves from ordinary traditional gift shops in order to promote their gifts and create university brand awareness. For example, Waseda University’s Co-Op stores that operates as the university’s gift shop is a combination between gift shop and coffee shop where Waseda students can come right in, order a cup of coffee and spend time to mingle with their peers. There is no doubt that when Waseda students are walking into the coffee shop, they will have a chance to see, and even be tempted to purchase, their university’s gifts and souvenirs.
In Taiwan, we can say that National Cheng Chi University (NCCU) is one of the biggest and most famous universities in Taiwan. However, as of today NCCU gift shop is still operated under the name of Alumni service center, which is hardly capable of managing full operation to support sale and promotion of NCCU gifts and souvenirs. According to the survey conducted at NCCU, approximately 40 per cent of the sample group does not know where to buy gifts and souvenirs. Half of the group states that they are not planning go there. However, good news is that 80 per cent still wants to purchase NCCU gifts and souvenirs. All this information indicates that the demand for gifts and souvenirs is still high but NCCU still lacks a marketing initiative, clearly-identified sale channels and a suitable business model to support university gift shop.
This new NCCU gift and coffee shop will beautifully offer a relaxing and serene space for both local and foreign NCCU students to do their studies, to meet with their friends or to exchange their worldviews, languages and cultures. This possible channel will also drive the number of students purchasing NCCU gifts and souvenirs. In addition, the new attraction will bring economic benefits to established stores. Creating a new sale channel and promoting products are primary keys to a successful business model, as it will guarantee long-term accomplishment of the NCCU gift shop and the sustainability of the model.
參考文獻 1. 2015 Taiwan Tea, Coffee & Wine Expo. (n.d.). Retrieved May 26, 2015, from http://www.chanchao.com.tw/nov/market.asp
2. Chengchi University Secretariat. (2015). Retrieved May 25, 2015, from http://secrt.nccu.edu.tw/english/index.htm
3. Internal Rate of Return (IRR) Definition | Investopedia. (2003, November 23). Retrieved May 28, 2015, from http://www.investopedia.com/terms/i/irr.asp
4. Philip Kotler and Gary Armstrong, “Market targeting PP 225 – 233” Principles of marketing (thirteenth Edition), (2010) Retrieved May 29, 2015,
5. Prof. Y.S. Lin., Ph.D., “New Product Development Process (Lin System) PP17” Practical New Product Development and Marketing (2015 May 2-17) retrieved May 29, 2015.
6. Takehiko, S. (2012, September 8). WASEDA University Co-op. Retrieved May 28, 2015, from https://www.wcoop.ne.jp/en/index.html
7. Waseda Co-Op Store & Cafe. (2012). Retrieved May 28, 2015, from http://en.japantravel.com/photos/waseda-university
8. Yado．美食．旅行: （台北） 找到好東西咖啡 Good Goods Cafe & Grocery‧Brunch - yam天空部落. (2015, April 25). Retrieved May 28, 2015, from http://blog.yam.com/yado/article/90078724
9. 結合校園特色 大學自創紀念品. (2013, December 24). Retrieved May 19, 2015, from http://www.uonline.nccu.edu.tw/material/pdf_new/194_613_1FD90352436B4315B2EF9B53152F064A.pdf
10. 國立臺灣師範大學圖書館 eShop. (2015). Retrieved May 25, 2015, from http://eshop.ntnu.edu.tw/
11. 師大紀念品購物網新居落成. (2014, October 1). Retrieved May 28, 2015, from http://press.lib.ntnu.edu.tw/en/node/55
12. 國立臺灣師範大學 紀念品. (2010, June 1). Retrieved May 28, 2015, from https://www.flickr.com/people/libpress5291/
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)
102933039
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102933039
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (作者) 周少偉zh_TW
dc.contributor.author (作者) Jitkusolrungrueng, Nitichaien_US
dc.creator (作者) 周少偉zh_TW
dc.creator (作者) Jitkusolrungrueng, Nitichaien_US
dc.date (日期) 2015en_US
dc.date.accessioned 4-一月-2016 16:51:16 (UTC+8)-
dc.date.available 4-一月-2016 16:51:16 (UTC+8)-
dc.date.issued (上傳時間) 4-一月-2016 16:51:16 (UTC+8)-
dc.identifier (其他 識別碼) G0102933039en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/80279-
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) 102933039zh_TW
dc.description.abstract (摘要) Most universities have their own gift shop to represent the pride of the students who love university brand’s products. Some universities have created innovation gift shops with special features to differentiate themselves from ordinary traditional gift shops in order to promote their gifts and create university brand awareness. For example, Waseda University’s Co-Op stores that operates as the university’s gift shop is a combination between gift shop and coffee shop where Waseda students can come right in, order a cup of coffee and spend time to mingle with their peers. There is no doubt that when Waseda students are walking into the coffee shop, they will have a chance to see, and even be tempted to purchase, their university’s gifts and souvenirs.
In Taiwan, we can say that National Cheng Chi University (NCCU) is one of the biggest and most famous universities in Taiwan. However, as of today NCCU gift shop is still operated under the name of Alumni service center, which is hardly capable of managing full operation to support sale and promotion of NCCU gifts and souvenirs. According to the survey conducted at NCCU, approximately 40 per cent of the sample group does not know where to buy gifts and souvenirs. Half of the group states that they are not planning go there. However, good news is that 80 per cent still wants to purchase NCCU gifts and souvenirs. All this information indicates that the demand for gifts and souvenirs is still high but NCCU still lacks a marketing initiative, clearly-identified sale channels and a suitable business model to support university gift shop.
This new NCCU gift and coffee shop will beautifully offer a relaxing and serene space for both local and foreign NCCU students to do their studies, to meet with their friends or to exchange their worldviews, languages and cultures. This possible channel will also drive the number of students purchasing NCCU gifts and souvenirs. In addition, the new attraction will bring economic benefits to established stores. Creating a new sale channel and promoting products are primary keys to a successful business model, as it will guarantee long-term accomplishment of the NCCU gift shop and the sustainability of the model.		en_US
dc.description.tableofcontents 1 . Introduction: Coffee and Gift Shop Concept 7
2. Taiwan’s University Gift Shop Creative Strategy 9
3. Overview of NTU, NCCU and NTNU University Gift Shop 16
3.1 NTU gift shop review 16
3.2 NTNU gift shop review 17
4. Comparing NCCU and NTNU Gift Shop 20
4.1 General Information of the Selected Two Shops 20
4.2 Monthly Data sheet of customer inflow between 2 universities 22
5. Business Model Proposition 26
. tU Shop Concep5.1t 28
5.2. Mission 28
5.3. Keys to Success 28
5.4. Objectives 29
6. Company summary 30
6.1 Company ownership 30
6.2 Start-up Summery 30
6.3. Start-up expense 33
6.4. SWOT Analysis 36
7. Market analysis summary 37
7.1 Market segmentation and size 38
7.2. Potential Customers summary 41
7.3 Existing competitors 42
7.4 Products and Price 43
7.4.1 Coffee and Souvenir Product list 43
7.5 Target market survey 47
7.6 Target Market Segment Strategy 54
8. Strategy and Implementation Summary 55
8.1. Competitive Edge 55
8.2. Marketing Strategy 55
8.2.1. Positioning Statement 55
8.2.2. Pricing Strategy 56
8.2.3. Promotion Strategy 56
8.2.4 Placing Strategy 57
8.3. Sales Strategy 58
8.4 Sales Forecast 59
8.5 Milestone 61
9. Management Summary 62
9.1. Personnel Plan 63
9.2 Role and respond 63
10. Financial Plan 64
10.1. Important Assumptions 64
10.2. Break-even Analysis 65
10.3. Projected Profit and Loss 65
10.4. Projected Cash Flow 69
10.5. IRR (Internal Rate of Return) 70
11. Conclusion 71
Reference 72
Appendix 1: Financial Fact Sheet 73
Appendix 2: Design 77
Appendix 3: Survey 82		zh_TW
dc.format.extent 3783007 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102933039en_US
dc.subject (關鍵詞) 大學商城zh_TW
dc.subject (關鍵詞) U Shopen_US
dc.title (題名) U Shop大學商城zh_TW
dc.title (題名) U Shop: Coffee and NCCU Gift shopen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. 2015 Taiwan Tea, Coffee & Wine Expo. (n.d.). Retrieved May 26, 2015, from http://www.chanchao.com.tw/nov/market.asp
2. Chengchi University Secretariat. (2015). Retrieved May 25, 2015, from http://secrt.nccu.edu.tw/english/index.htm
3. Internal Rate of Return (IRR) Definition | Investopedia. (2003, November 23). Retrieved May 28, 2015, from http://www.investopedia.com/terms/i/irr.asp
4. Philip Kotler and Gary Armstrong, “Market targeting PP 225 – 233” Principles of marketing (thirteenth Edition), (2010) Retrieved May 29, 2015,
5. Prof. Y.S. Lin., Ph.D., “New Product Development Process (Lin System) PP17” Practical New Product Development and Marketing (2015 May 2-17) retrieved May 29, 2015.
6. Takehiko, S. (2012, September 8). WASEDA University Co-op. Retrieved May 28, 2015, from https://www.wcoop.ne.jp/en/index.html
7. Waseda Co-Op Store & Cafe. (2012). Retrieved May 28, 2015, from http://en.japantravel.com/photos/waseda-university
8. Yado．美食．旅行: （台北） 找到好東西咖啡 Good Goods Cafe & Grocery‧Brunch - yam天空部落. (2015, April 25). Retrieved May 28, 2015, from http://blog.yam.com/yado/article/90078724
9. 結合校園特色 大學自創紀念品. (2013, December 24). Retrieved May 19, 2015, from http://www.uonline.nccu.edu.tw/material/pdf_new/194_613_1FD90352436B4315B2EF9B53152F064A.pdf
10. 國立臺灣師範大學圖書館 eShop. (2015). Retrieved May 25, 2015, from http://eshop.ntnu.edu.tw/
11. 師大紀念品購物網新居落成. (2014, October 1). Retrieved May 28, 2015, from http://press.lib.ntnu.edu.tw/en/node/55
12. 國立臺灣師範大學 紀念品. (2010, June 1). Retrieved May 28, 2015, from https://www.flickr.com/people/libpress5291/		zh_TW