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研究生:陳進業
研究生(外文):Chin-Giap Tan
論文名稱:J’s 婚禮策劃顧問有限公司
論文名稱(外文):J’s Wedding Consultants Incorporated
指導教授:黃俊堯黃俊堯引用關係
指導教授(外文):Chun-Yao Huang
口試委員:林修葳陳俊忠
口試委員(外文):Hsiou-Wei Lin
口試日期:2013-06-11
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:43
中文關鍵詞:婚禮策劃顧問
外文關鍵詞:Wedding Consultants
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Executive Summary
Creating successful and large-scale wedding events can be difficult without professional advice. Today, it is common to see that more and more Chinese Malaysians are willing to spend over RM25k just for one wedding. The existence of these demands for one-stop wedding planning services that ease financial burdens and consider personal budget plans are ever-increasing.

In comparison with a 10-year forecast of Malaysia’s GDP growth over 5% by IMF and an increase in a higher living standard parallels with that of the Malaysians’ spending power on wedding. In particular, the spending power of Chinese Malaysians is 5 times higher than that of Malay Malaysians . Therefore, by opening a new wedding consultant company targeting young and unmarried Chinese couples aged 25 to 35 years old who need wedding consulting services could be a favorable business opportunity.

An estimated number of 325,000 unmarried but employed people would constitute a market value of RM 8.125 billion and would generate a good profitability. In addition, the acceptance and tendency of the younger generation to have travel weddings have increased. A random and small survey result showed that 74% of the respondents would like to have travel weddings instead of wedding banquets if possible. As a result, foreseeing the evolution of the wedding culture and traditions in Malaysia would bring significant changes in wedding planning services.

In short, in order to stand out among existing rivals and set up a physical store in 5 years, establishing J’s Wedding Consultants as the first mover of travel wedding service providers could bring a huge business revolution to the wedding planning industry.


1.0 Executive Summary………………………………………………………...…..….1
1.1 Objectives…………………………………………………………………………..2
1.2 Mission……………………………………………………………………………..2
1.3 Keys to Success…………………………………………………………………….2
2.0 Company Summary ………………………………………………………………...3
2.1 Location…………………………………………………………………………….3
3.0 Product and Service………………………………………………………………...4
4.0 Market Segmentation……………………………………………………………...10
4.1 Introduction…………………………………………………………….................10
4.2 Demographics……………………………………………………………..............10
4.3 Market Analysis……………………………………………………………...........11
4.4 Competitor Analysis……………………………………………………………....12
4.5 Five Forces Analysis……………………………………………………………...13
4.6 Business Canvas Model…………………………………………………………...14
5.0 Strategy and Implementation Summary……………………………………..........27
5.1 Competitive Edge…………………………………………………………………27
5.2 Sales Strategy……………………………………………………………………..28
5.3 Sales Forecast……………………………………………………………………..29
5.4 Company Blog Development……………………………………………………..30
5.5 Advertising Strategy………………………………………………………………31
6.0 Organization Management………………………………………………………..34
6.1 Personnel Plan…………………………………………………………………….34
6.2 Competitiveness Comparison ………………………………….…………………35
7.0 Financial Capital Plan…………………………………………..…………………36
7.1 Projected Income Statement………………………………………………………36
7.2 Projected Balance Sheet…………………………………………………………..37
7.3 Projected Cash Flow Statement …………………………………………………..38
7.4 NPV and IRR……………………………………………………………………...38
8.0 Website Reference………………………………………………………………...40
8.1 Image Reference…………………………………………………………………..41
9.0 Glossaries………………………………………………………………………….43


List of Figures
Illustration 1: J’s Wedding Consultants Company Logo………………………………...3
Illustration 2: J’s Wedding Consultants’ Business Model Canvas …………………….14
Illustration 3: J’s Wedding Consultants Implementation Plan…………………………27

List of Tables
Table 1: Comparison among Competitors……………………………………………...12
Table 2: Comparison between J’s Wedding Consultants and Competitors…………….35

List of Charts
Chart 1: Company Sales Forecast……………………………………………................29
Chart 2: Company 5-year Projected Income Statement………………………………..36
Chart 3: Company 5-year Projected Balance Sheet……………………………………37
Chart 4: Company 5-year Projected Cash Flow Statement…………………………….38
Chart 5: Company 5-year NPV & IRR Analysis………………………………………38


Website Reference

Ministry of the Interior, (2013). Crude Marriage Rate by Selected Countries. Retrieved May 1, 2013, from http://www.moi.gov.tw/stat/english/interior.asp
Department of Statistics Malaysia, (2013). Trend Perbelanjaan isi rumah 1993/94 ─ 2009/10. Retrieved May 1, 2013, from http://www.statistics.gov.my/portal/images/stories/files/LatestReleases/household/HES_0910.pdf
Department of Statistics Malaysia, (2013). Household Income /Basic Amenities Survey (HIS/BA)2009. Retrieved May 1, 2013, from http://www.statistics.gov.my/portal/download_household/files/household/2009/Summary%20Findings.pdf
Department of Statistics Malaysia, (2013). Bilangan tenaga buruh mengikut taraf perkahwinan, Malaysia, 1982–2011. Retrieved May 1, 2013, from http://www.statistics.gov.my/portal/download_Economics/files/DATA_SERIES/SURVEY10/PDF/TABLE8.pdf
Department of Statistics Malaysia, (2013). Population Distribution and Basic Demographic Characteristic Report 2010. Retrieved May 1, 2013, from http://www.statistics.gov.my/portal/index.php?option=com_content&id=1215&Itemid=89&lang=en

Image Reference

Daren, C. (Photographer). (2013). Wedding Couples [Photograph]. Retrieved May 10, 2013, from http://darenchong.com/blog/
Wedding Photography Facebook Page Theme [Photograph]. (2013). Retrieved May 12, 2013, from http://www.designsmix.com/wp-content/uploads/2012/07/Wedding-Photography-Facebook-Page-Template-3.jpg
KL-PJ Wedding Fair 2013 [Photograph]. (2013). Retrieved May 12, 2013, from https://sphotos-a.xx.fbcdn.net/hphotos-frc1/390713_618222468206735_1724324943_n.png
Business Card Template [Photograph]. (2013) Retrieved May 12, 2013, from http://us.moo.com/design-templates/business-cards/
[Untitled photograph of Pulau Redang]. Retrieved May 6, 2013, from http://m.yiqifei.com/UploadFiles/image/0/57e3b14fc3e3ee2290580723.jpg
[Untitled photograph of Pulau Pangkor]. Retrieved May 6, 2013, from http://www.pangkorlautresort.com/images/wedding/wed01_horiz.jpg
[Untitled photograph of Pulau Tioman]. Retrieved May 6, 2013, from http://www.berjayahotel.com/tioman/en/file/header/tioman_gallery_02.jpg
[Untitled photograph of Pulau Sipadan]. Retrieved May 6, 2013, from http://b.vimeocdn.com/ts/218/041/218041984_640.jpg
[Untitled photograph of Pulau Langkawi]. Retrieved May 6, 2013, from http://farm6.staticflickr.com/5048/5223665957_2297f30eab_z.jpg
[Untitled photograph of Pulau Penang]. Retrieved May 6, 2013, from http://www.timeout.com/penang/uploadfiles/image/Features/attractions/Original/experiencepenang_wedding1.jpg
[Untitled photograph of Koh Samui]. Retrieved May 6, 2013, from http://www.kohsamui.com/wp-content/uploads/2010/03/beach-weddings.png
[Untitled photograph of Pulau Phuket]. Retrieved May 6, 2013, from http://julianwainwrightweddings.com/blog/wp-content/uploads/2012/01/phuket-wedding-photographers-sava-villa132.jpg
[Untitled photograph of Bali]. Retrieved May 6, 2013, from http://sanurbeachhotelbali.com/wp-content/uploads/2012/02/Beach-Wedding.jpg
[Untitled photograph of Subscribed by RSS]. Retrieved May 10, 2013, from http://www.thebestcareerforme.com/wp-content/uploads/banner-rss.png
[Untitled photograph of Facebook Like]. Retrieved May 10, 2013, from http://blog.onandgone.ie/wp-content/uploads/Facebook-Like.jpg
[Untitled photograph of Like Us on Facebook ]. Retrieved May 10, 2013, from http://theleadfoundation.org/images/FB.gif


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