臺灣博碩士論文加值系統

論文題目：品牌餐廳創業計畫書
校(院)系所組別：輔仁大學管理學院國際創業與經營管理學程碩士在職專班
研究生：林慧芳 指導教授：周宇超 論文頁數：77
論文提要內容：

　　近年來社會快速變遷，家庭結構改變，外食人口逐年增加，筆者希望能夠建構一個既能保有傳統家庭飲食功能之親情交流、經驗分享與文化傳承的氛圍外，又能兼顧營養均衡、烹煮方法與適量取食等功能的品牌餐廳。
　　品牌餐廳創業計畫書之研究，首先，檢視創業計畫書的發展沿革，其次，參閱以創業計畫書作為碩士論文的相關案例，接著，進一步探討可以運用的管理工具，以確認此份創業計畫書是可以被有效運用執行的。策略的多變性，使得營運、行銷、財務及風險管理必須作更深入的探討。
　　藉由以上的研究步驟而撰寫的創業計畫書，除了碩士論文外，這份創業計畫書將同時作為創設品牌餐廳與經營管理的指導方針，相信對於募集資金也會更加的具有說服力。

關 鍵 詞：創業計畫書、品牌餐廳

Abstract
Title of thesis: A Study of the Business Plan for Brand Restaurant
Name of Institute: MBA Program of Global Entrepreneurial Management and Business Administration Fu Jen Catholic University.
Name of Student: Hui-Fang Lin Advisor: Dr. Yu-Chao Chou
Total Page: 77 pages
Abstract:
In recent years, the society and family have been changing dramatically. Out-going diners are increasing year by year. The author wants to establish a brand restaurant which preserves the environment and atmosphere people enjoyed in traditional family dining, and also having balanced nutrition, healthy cooking processes, and adequate serving.
In the study of the business plan for brand restaurant, first we study the development of the business plan; secondly, review the cases studied for this research of the master degree; and finally examine further for appropriate managing tools.
The business plan conducted by performing the above mentioned research process will not only be used for this research of the master degree but also be used in establishing brand restaurant and the guideline for managing it. It is believed this plan can be convincing in fund raising.

Keywords: Business Plan, Brand Restaurant

目 錄
頁次
第一章 緒 論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第二章 文獻探討 5
第一節 創業計畫書的演進 5
第二節 撰寫創業計畫書作為碩士論文的案例 9
第三節 創業模式分析 11
第四節 發展競爭優勢及行銷策略 14
第五節 財務及風險管理 20
第六節 總結 23
第三章 研究方法 25
第一節 撰寫創業計畫書流程圖 25
第二節 創業計畫書章節架構 27
第四章 品牌餐廳創業計畫書 29
第五章 結論 69
第一節 研究發現 69
第二節 研究貢獻 69
參考文獻 71


表 次
頁次
表2-1-1創業計畫書演進的彙整表 7
表2-2-1撰寫創業計畫書作為碩士論文的彙整表 11
表2-4-1 FIRKIN PUBS AND BREWERY的SWOT分析結構表 17
表2-4-2 STP模型之步驟 18
表2-4-3 4P的行銷組合架構表 20


圖 次
頁次
圖2-3-1 創業模式主要項目間的關係概括圖 12
圖2-3-2 創業模式的架構說明圖 12
圖2-3-2 使用杜邦方程式論證ROE 14
圖2-4-1 五力分析的架構圖 15
圖2-5-1風險管理循環圖 23
圖3-1-1撰寫創業計畫書流程圖 26

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