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研究生:李旭峯
研究生(外文):Li, Chris H. F.
論文名稱:巴克斯紅酒餐飲集團營運企劃書
論文名稱(外文):Bacchus Winery &; Cuisine incorporation business plan
指導教授:何小台
指導教授(外文):Ho, Chester S.
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:100
語文別:英文
論文頁數:55
中文關鍵詞:克斯紅酒餐飲集團營運企劃書_巴克斯紅酒餐飲集團紅酒營運企劃書
外文關鍵詞:Bacchus Winery &Cuisine Incorporation Business PlanBacchusWinery &Cuisine IncorporationBusiness PlanWineryCuisine
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This thesis report presents the process which has been followed to develop an incorporation of wine restaurant project in Chinese market, and it will start the projection in Taiwan first.

The goal of the thesis is to provide investors with clear information and concept of the development of this innovated business model in China in the respect of the wine culture. Bacchus is the god of the grape harvest, winemaking and wine, and also the god of ritual madness and ecstasy in Greek mythology. In western society, wine culture already existed for thousands of years and has become a daily common consumption. However, it is still in an infant era in Asian market, especially the Chinese market.

Focused on wine culture and developing a new wine consumption experience, BWC Inc. will be the first restaurant to offer wine set in different themes, and meanwhile offer the matched food (tapas) set. Our value curve will be close to yet different from the existing premium western restaurant. It will also offer the function of lounge bar, which is friendly for the mass consumers. Through the business model, wine culture can be widely spread instead of being just an expensive entertainment for premium customers.

TABLE OF CONTENTS
1. Executive Summary 1
2. General Company Description 3
2.1.Vision 3
2.2.Mission 3
2.3.Business Philosophy 3
2.4.Industry Background 4
3. Products and Services 8
3.1.Product 8
3.2.Service 8
3.3.Key Success Factors 9
4. Marketing Plan 12
4.1.Marketing Environment Analysis 12
4.2.Competitor Analysis 14
4.3.Product Positioning – Blue Ocean Strategy 16
4.4.Market Segmentation &; Target Consumers 19
4.5.Product Strategy 21
4.6.Pricing Strategy 21
4.7.Channel Strategy 25
4.8.Promotion Strategy 28
5. Management &; Organization 31
5.1.Company Management 31
5.2.Company Organization 32
6. Operations Plan 33
6.1.Production 33
6.2.Location 33
6.3.Personnel 35
6.4.Inventory 36
6.5.Suppliers 37
7. Startup Expenses and Capitalization 38
8. Financial Plan 39
8.1.Sales Forecast 39
8.2.Financial Statement (4 years projection) – Income Statement 42
8.3.Financial Statement (4 years projection) – Pro Forma Balance Sheet 43
8.4.Financial Statement (4 years projection) – Cash Flow Statement 44
8.5.Break-Even Analysis 44
9. Appendices 47
1.

 Web page and information on the internet:
http://money.chinatimes.com/news/news-content.aspx?id=20120226000178&;cid=1208
http://www.adelaide.edu.au/wine-econ/papers/GWM_SC_charts_043011.pdf
http://www.mygonews.com/news/detail/news_id/5904

 Statistics and Research Report Resource
GDP per capita of R.O.C. (Republic of China National Statistics, 2012; cf. 5)
The sensitivity of consumption to transitory income (Hall &; Mishkin, 1982; cf. 34).
Firm Environment
(Beijing Sinomonitor International, 2007; cf. 3)
(New Zealand Trade &; Enterprise, 2010; cf. 3)
(Beijing Sinomonitor International, 2007; cf. 27)
(New Zealand Trade &; Enterprise, 2010; cf. 7)
(Beijing Sinomonitor International, 2007; cf. 31)
(Australian Trade Commission, 2008; cf. 15)
(New Zealand Trade &; Enterprise 2010; cf. 4)
(Thorpe 2009, cf. 3)
(Auger et. al, 2012; cf. 2)
(Marsh 2012; cf. 1)
(Ministry of Interior 2012; cf. Introduction)
(New Zealand Trade &; Enterprise, 2010; cf. 9)
(Ministry of Interior 2012; cf. 18)
 Other Related Resource
http://www.iwsr.co.uk/pages/news/pressreleases/TheIWSRChinaWineReport2011-PressRelease.pdf
http://www.nzte.govt.nz/explore-export-markets/market-research-by-industry/Food-and-beverage/Documents/Wine-in-Taiwan-market-profile.pdf
http://www.nzte.govt.nz/explore-export-markets/market-research-by-industry/Food-and-beverage/Documents/Wine-market-in-China.pdf
http://www.nzte.govt.nz/explore-export-markets/market-research-by-industry/Food-and-beverage/Documents/Wine-market-in-China-May-2010.pdf
http://www.cnwinenews.com/html/201002/28/20100228101901.htm
http://www.austrade.gov.au/Wine-to-Taiwan/default.aspx
http://www.cnwinenews.com/html/201002/28/20100228101901.htm

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