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研究生:馬里奧
研究生(外文):Chavez, Mario
論文名稱:AquaEcoDesigns (AED):設計、安裝以及清潔維護淡水水族箱之商業企劃書
論文名稱(外文):AquaEcoDesigns (AED): Design, Installation and Maintenance of Fresh Water Aquariums
指導教授:何小台
指導教授(外文):Ho, Chester
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:102
語文別:英文
論文頁數:57
中文關鍵詞:觀賞魚產業水族箱水景設計維護
外文關鍵詞:Ornamental Fish IndustryAquariumsAquascapeDesignMaintenance
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Fish keeping, in tanks or aquariums, dates back to Sumerians, ancient Romans and ancient Chinese civilizations. Fish keeping and rearing has evolved into what is collectively known as aquaculture, ornamental fish aquaculture has evolved to be collectively known as Ornamental Fish Industry. Worldwide Ornamental Fish Industry has been estimated to be worth some 15 billion US dollars. Asian Countries are major players in this field, contributing roughly 56 % of total export industry value in 2007. Taiwan’s modest contribution of about 1 % to global share seems very small; however, industry has been steadily growing 10 % in recent years to the point where it has been included among major industries for development within the National Development Plan. Taiwanese Ornamental Fish Industry is very diverse and has tremendous importance for economic development. Profiting from substantial development of this industry in Taiwan and free trade agreements between the R.O.C (Taiwan) and the Republic of Nicaragua, this paper proposes the creation of a novel business model to Design, Install and provide Maintenance services for fresh water natural aquariums using state of the art technology imported from Taiwan. The concept involves creating a unique decorative feature in the form of an aquascaped aquarium in places such as shopping malls, bank offices, clinics and hospitals, law offices and private residences. This new décor feature will beautify open living spaces to create a relaxing and calming environment for observers. Health benefits of owning an aquarium will be pointed out to customers, possible traffic increase to shopping malls, due to new attraction, will bring economic benefits to established stores. Maintenance service is a key factor to the success of business model as it will guarantee long run success of aquarium and will guarantee sustainability of business model.
1. Introduction: Worldwide Overview of Ornamental Fish Industry 1
2. Taiwan’s Ornamental Fish Industry 3
3. Feng Shui and Aquariums in Traditional Chinese Culture 7
4. General Health Benefits of Owning an Aquarium 8
5. Business Model Proposition 10
5.1. Aquascaping Concept 12
5.2. Mission 12
5.3. Keys to Success 13
5.4. Objectives 13
6. Company summary 14
6.1. Start-up Summary 14
6.2. Company Ownership 16
6.3. SWOT Analysis 16
7. Services 17
7.1. Market Analysis Summary 18
7.2. Market Segmentation 18
7.2.1. Banks 18
7.2.2. Shopping Malls in Managua, Nicaragua : 20
7.2.3. Clinical Centers and Hospitals: 20
7.2.4. Hotels, Restaurants and Law Offices 21
7.2.5. Housing in Managua 22
7.2.6. Potential Customers summary 23
7.3. Target Market Segment Strategy 24
7.3.1. Service Business Analysis 25
8. Strategy and Implementation Summary 26
8.1. Competitive Edge 26
8.2. Marketing Strategy 26
8.2.1. Positioning Statement 26
8.2.2. Pricing Strategy 26
8.2.3. Promotion Strategy 27
8.2.4. Placing strategy 27
8.3. Sales Strategy 28
8.3.1. Sales Forecast 28
8.3.2. Milestones 30
9. Management Summary 31
9.1. Personnel Plan 31
10. Financial Plan 32
10.1. Important Assumptions 32
10.2. Break-even Analysis 32
10.3. Projected Profit and Loss 34
10.4. Projected Cash Flow 37
10.5. Projected Balance Sheet 39
11. Conclusion 40
References 41
Appendix 45
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