(3.227.249.155) 您好!臺灣時間:2021/05/07 06:38
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:秦教民
研究生(外文):Edward Chin
論文名稱:樂咖-創意體驗
論文名稱(外文):Brick Cafe – Innovating the Dining ExperienceThrough Participation
指導教授:謝冠雄謝冠雄引用關係
指導教授(外文):Edward Hsieh
口試委員:陳鴻基
口試委員(外文):HG Chen
口試日期:2013-07-29
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
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
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:63
中文關鍵詞:主題餐廳連鎖餐廳兒童主題
外文關鍵詞:experience diningtheme restaurantfranchisechildrencommunity return
相關次數:
  • 被引用被引用:0
  • 點閱點閱:160
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
This business plan illustrates how to implement a successful theme restaurant in Taiwan, based on research conducted through interviews and incorporates principles of business taught through the course of the Global MBA program at NTU.
The foundations of the business and its core principals and products are laid out and the current market conditions are evaluated and presented. This business plan uses children’s interlocking blocks as the theme of the restaurant; however alternative themes are mentioned that can be substituted in. The primary aspects that set this business apart are the emphasis on return to community and the level of interaction between the customers and the theme. Examples of successful theme restaurants in Taipei are broken down and analyzed for comparison.
Thereafter follows the results of first person research and the conclusions that can be applied. The thesis closes with a financial breakdown to implement the business plan.
Through research, this business plan goes to show the potential in opening a new type of theme restaurant that focuses on providing customers an interactive and immersive experience.


Table of Contents
1. Executive summary 1
2. Introduction of the Enterprise 1
2.1 Mission Statement 1
2.2 Return to community 1
2.3 Defining ‘Experiences’ 2
2.4 Types of currently existing ‘Experience Driven Restaurants’ 3
2.5 What added value do we bring to our target customers? 4
2.6 Patents and copyrights 4
2.7 LEGO competitors/substitutes 7
3. Products and service 8
3.1 Overview 8
3.2 Design 9
3.3 Dining 11
3.4 Entertainment 17
3.5 Education 18
3.6 Retail 19
3.7 IKEA effect used for improvement in conversion rate 20
4. Market analysis 21
4.1 Interview Questions 21
4.2 Objective Results–Awareness and Willingness to go 22
4.3 Objective Results-Dining Preferences 23
4.4 Objective Results-Demographics, travel, and preferences 24
4.5 Subjective-results summary (of 50 interviews) 25
4.6 In Depth Surveys-results summary (of 50 interviews) 26
4.7 Influence of Survey Results 27
4.8 Dominant Economic Characteristics of the Industry 28
4.9 SWOT 30
4.10 5 Forces Key Points 31
4.11 Theme Competitors - Hello Kitty Sweets 33
4.12 Theme Competitors - Barbie Cafe 35
4.13 Theme Competitors - A380 36
4.14 Theme Competitors - Modern Toilet 37
4.15 Theme Competitors - Conclusion 38
4.16 Segment Competitors 39
4.17 Who are our target customers? Projected product Segmentation for customers 41
4.18 Customer Segmentation-Challenges and Opportunities 42
4.19 Primary Customer pool - families in Taipei 43
4.20 Industry Dollar Value of young couples in Taiwan 43
5. Marketing plan 44
6. Financial capital plan 45
7. Accounting and budget 46
7.1 Financial Assumption 46
7.2 Pro Forma Profit & Loss 48
8. Pro Forma Cash Flow 51
9. Information management 53
9.1 Accounting 53
9.2 Marketing 53
10. Project management team 53
10.1 Weakness 54
11. Exit strategy 55
12. Conclusion 55
Bibliography 57


Bibliography
A-380. (2012). http://www.a-380.com.tw/. Retrieved July 2013, from http://www.a-380.com.tw/: http://www.a-380.com.tw/
A380 Summer Kitchen. (2012). Retrieved July 2013, from http://momosbistro.com/: http://momosbistro.com/article/61-china-a380-summer-kitchen
Alysha. (2005, August 11). Oven-Roasted Miso Sesame Salmon. Retrieved July 2013, from The Savory Notebook: http://savorynotebook.blogspot.tw/2005/08/oven-roasted-miso-sesame-salmon.html
Austen, I. (2005, February 3). Lego plays hardball with rights to bricks. Retrieved July 2013, from The New York Times: http://www.nytimes.com/2005/02/02/business/worldbusiness/02iht-lego.html?pagewanted=all
Bauer, E. (2006, June). Cobb Salad. Retrieved July 2013, from SimplyRecipes: http://www.simplyrecipes.com/recipes/cobb_salad/
bigdaddynelson. (n.d.). Retrieved July 2013, from Flickr.com: http://www.flickr.com/photos/bigdaddynelson/page2/
bluemoose. (2009, September 9). Inside the LEGO Museum. Retrieved July 2013, from flickr.com: http://www.flickr.com/photos/blue-moose/3933004214/
Christiansen, G. K. (1961). Patent No. 3,005,282. USA.
Cook, T. (n.d.). TYCO SUPER BLOCKS Resource. Retrieved July 2013, from HO-Scale Trains Resource : http://www.ho-scaletrains.net/tycosuperblocks/index.html
Dan. (2010, March). Recipe: Waffled chocolate chip cookies. Retrieved July 2013, from Waffleizer: http://www.waffleizer.com/waffleizer/2010/03/waffled-chocolate-chip-cookies.html
Daniel Mochon, M. I. (2012). Bolstering and restoring feelings of competence via the IKEA effect. International Journal of Research in Marketing, 363-369.
Department of Information Technology. (2013, February 6). Demographic Make-up. Retrieved July 2013, from Taipei City Goverment: http://english.taipei.gov.tw/ct.asp?xItem=1084529&ctNode=29491&mp=100002
Farrier, J. (2013, February 1). Barbie-Themed Cafe Opens in Taipei. Retrieved July 2013, from Neatorama: http://www.neatorama.com/2013/02/01/Barbie-Themed-Cafe-Opens-in-Taipei/
Glancey, J. (2008, November 14). Lego is the best brick on the block. Retrieved July 2013, from theguardian: http://www.theguardian.com/artanddesign/2008/nov/14/lego-design-trademark
Hsu, M. (2011, February 8). Hello Kitty Sweets! Retrieved July 2013, from HSU Martin Hsu Illustrations: http://www.martinhsu.com/news.php?p=633
Interlego A.G v Tyco Industries Inc & Ors (Hong Kong) [1988] UKPC 3 (05 May 1988), [1988] RPC 343, [1988] UKPC 3, [1989] AC 217, 1 BLR 271, [1988] 2 FTLR 133, [1988] 3 All ER 949, [1988] 3 WLR 678 (The Judicial Committee of the Privy Council Decisions May 5, 1988).
Jamison, B. a. (2003, May). Portobello Burgers. Retrieved July 2013, from myrecipes: http://www.myrecipes.com/recipe/portobello-burgers-10000001036125/
Julian. (2006, March). FRUIT BAR. Retrieved July 2013, from Cruise Savvy Guide: http://www.cruisesavvy.com/pictures/julian/2008/fruit_bar
Kim. (2010, June). Dutch Babies with Backyard Meyer Lemons. Retrieved July 2013, from Rustic Garden Bistro: http://www.rusticgardenbistro.com/dutch-babies-with-meyer-lemon-recipe/
Lego Furniture. (n.d.). Retrieved July 2013, from Lunatic Construction: http://www.lunaticconstruction.com/spip.php?page=walma&id_article=125&mode=droite
Lin, A. (2012, December 31). A Cheeky Look into Taipei’s Many Themed Restaurants. Retrieved July 2013, from TAIPEI543: http://taipei543.com/2012/12/31/a-cheeky-look-into-taipeis-many-themed-restaurants/
Main, B. (2013, February 3). Lunch with Barbie in Taipei: No wonder she is so thin! Retrieved July 2013, from shanghaiist: http://shanghaiist.com/2013/02/03/barbie-taipei.php#photo-1
Michael I. Norton, D. M. (2012). The IKEA effect: When labor leads to love. Journal of Consumer Psychology, 453-460.
moderntoilet. (2006). moderntoilet. Retrieved July 2013, from moderntoilet: http://www.moderntoilet.com.tw/member.asp
OpenRice. (2013). Wired Cafe. Retrieved July 2013, from OpenRice: http://www.openrice.com/english/restaurant/sr2.htm?shopid=109024
Peltre, B. (2006, May 10). CONE AND ITS FRUIT SORBET — CONE ET SORBET AUX FRUITS. Retrieved July 2013, from La Tartine Gourmande: Recipes for an Inspired Life: http://www.latartinegourmande.com/2006/05/10/cone-et-sorbet-aux-fruits-cone-and-its-fruit-sorbet/
Perlow, J. (2007, July 19). BLT sandwhich. Retrieved July 2013, from http://www.flickr.com/photos/offthebroiler/570300144/: http://www.flickr.com/photos/offthebroiler/570300144/
pesce_gurl. (2008, August 05). Zesty Mushroom Salad. Retrieved July 2013, from food.com: http://www.food.com/recipe/zesty-mushroom-salad-317446
Pikka. (2013, March 3). Come In and Have a Meal with Barbie! Retrieved July 2013, from ANNEX Magazine: http://www.annexmagazine.com/meal-barbie/#sthash.y4WFg7lE.dpbs
Pittsburgh, PA. (2011, June). Retrieved July 2013, from LEGO KIDSFEST: http://www.legokidsfest.com/past/PP2011/
Raimey. (2010, May 29). Hello Kitty Sweets Cafe. Retrieved July 2013, from Raimey''s Blog: http://mysticvamp1391.wordpress.com/2010/05/29/hello-kitty-sweets-cafe/
Roberts, A. M. (2013, March 19). Happy Hour: Kiwi Cobbler. Retrieved July 2013, from POPSUGAR FOOD: http://www.yumsugar.com/Kiwi-Cocktail-Recipe-4342498
Robotica. (2011, February 1). robot contest at Sioux. Retrieved July 2013, from LEGO MINDSTORMS Blog: http://thenxtstep.blogspot.tw/2011/01/robot-contest-at-sioux.html
Ruby, O. &. (2012). Fudgy Brownie Recipe. Retrieved July 2013, from Olive & Ruby: http://oliveandruby.com/recipes/fudgy-brownie-recipe
Sawaya, N. The Art of Brick, Taipei.
Second Floor Cafe. (2011). Menu. Retrieved July 2013, from Second Floor Cafe: http://menu.secondfloorcafe.com/
sicbs@dgbas.gov.tw. (2012). Macro Database. Retrieved July 2013, from Taiwan National Statistics: http://ebas1.ebas.gov.tw/pxweb/Dialog/statfile1L.asp
SINLAKU CORP. LTD. (2010). Sweets Menu. Retrieved July 2013, from Hello Kitty Sweets: http://www.hellokittysweets.com/sweets_food.html
Staff Reporter. (2012, 02 28). Taiwan beats Japan, South Korea in purchasing power: Forbes. Retrieved July 2013, from Want ChinaTimes: http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20120228000088&cid=1202
Statistical Bureau . (2012). Report on The Survey of Family Income and Expenditure. Retrieved July 2013, from National Statistics, Republic of China (Taiwan): http://eng.stat.gov.tw/ct.asp?xItem=3417&CtNode=1596&mp=5
Taiwan Insights. (2012, December 17). Singles and single-parent families on the rise. Retrieved July 2013, from Taiwan Insights: http://www.taiwaninsights.com/2012/12/17/singles-and-single-parent-families-on-the-rise/
Tammy. (2009). Fresh whole wheat pancakes (without a grain mill). Retrieved July 2013, from Tammy''s Recipes: http://tammysrecipes.com/node/3707
ThinkGeek. (n.d.). Build-on Brick Mug. Retrieved July 2013, from ThinkGeek: http://www.thinkgeek.com/product/ee3c/
totegirl. (2010, June 19). Lego Store- Down Town Disney. Retrieved July 2013, from Our Lego Blog: http://bricktogether.blogspot.tw/2010/06/lego-store-down-town-disney.html
tripadvisor. (2013). A380 Cafe. Retrieved July 2013, from http://www.tripadvisor.com.tw/: http://www.tripadvisor.com.tw/Restaurant_Review-g293913-d3751659-Reviews-A380_Cafe-Taipei.html
tripadvisor. (2013). 便所欢乐主题餐厅台北西門町店. Retrieved July 2013, from tripadvisor: http://www.tripadvisor.com.tw/Restaurant_Review-g293913-d1437880-Reviews-Modern_Toilet_Taipei_Ximending-Taipei.html
tripadvisor.com.tw. (2013). Barbie Cafe. Retrieved July 2013, from tripadvisor.com.tw: http://www.tripadvisor.com.tw/ShowUserReviews-g293913-d3836071-r157476053-Barbie_Cafe-Taipei.html
tripadvisor.com.tw. (2013). Hello Kitty Sweets. Retrieved July 2013, from tripadvisor.com.tw: http://www.tripadvisor.com.tw/Restaurant_Review-g293913-d2373074-Reviews-Hello_Kitty_Sweets-Taipei.html
Wallace, D. (2012, June 4). "The Cool School" (The colors of summer in delicious, sugarless, cool, refreshing, drink recipes). Retrieved July 2013, from The Gaia Health Blog: http://www.gaiahealthblog.com/2012/06/04/the-cool-school/
Webb, B. Q. (2012, January 31). A380 Sky Restaurant, Taipei, Taiwan. Retrieved July 2013, from Photography is Jazz for the Eyes: http://www.photojazz.ws/2012/01/airbus-a380-restaurant-taipei
williams, a. (2009, April 29). Dutch Baby Pancakes w/Eggs & Chorizo. Retrieved July 2013, from Eating OUT LOUD: http://www.eatingoutloud.com/2009/04/dutch-baby-pancake-recipe.html


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔