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研究生:張殷綺
研究生(外文):Chang, Iris
論文名稱:旅遊手機應用程式創業計畫
論文名稱(外文):Business Plan of Travel Planner App
指導教授:何富年
指導教授(外文):Ho, Foo Nin
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:47
中文關鍵詞:旅遊應用程式
外文關鍵詞:TravelApp
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旅遊手機應用程式創業計畫
This is a business plan of travel planning app that will be launched bilingual, Mandarin and English, focusing on its first target market—Taiwan. The world travel market had a total contribution of GPD over 9.5% in 2013, as for Taiwan the travel market GDP contribution had reached 5.3% in the same year. According to World Travel &; Tourism Council (WTTC), the travel market will continue the growth at 4% year by year. As for Taiwan, estimation of travel market will increase 3.6% until 2020.
The mobile device has dominated the market since 2012 when smartphone/tablet market share was 70% against 30% of desktop/portable PC and will continue a 15% growth until 2017, according to IDC report. Current major mobile app categories are gaming, social medial and messaging apps. Mobile travel app market share is still low. Considering more tendency that travelers rely on mobile technology and the growing travel market, this report will discuss and find a strong competing position for the travel planning app startup. From finding the right segment, targeting the real stakeholder and position its value proposition. This report will also so cover how it make revenue to be real and a forecast until year 2020.

Keywords: Mobile travel, Taiwan travel, Travel app, Mobile app), Travel market

1. Executive Summary 1
1.1. About the Company 2
1.2. Our Product and Services 2
1.3. Market Potential 3
1.4. Business Model 4
1.5. Financial Results 5
2. The Company Description 7
2.1. The Brand and Our Vision 7
2.2. Summary of Activities to Date 8
2.3. Objectives 9
3. Our Product and Services 11
3.1. Value Proposition 14
3.2. Target segment 16
3.3. Time to Market 17
3.4. Threats and Risks 19
4. Market Analysis 20
4.1. Travel Industry Analysis 20
4.2. Mobile App Industry Analysis 21
4.3. Taiwan Travel Market 22
4.4. Competitor Analysis 23
5. Marketing Plan 26
5.1. Target Audience 26
5.2. Sales Channel 27
5.3. Pricing Structure 27
5.4. Promotion Plans 28
6. Operation Plan 29
6.1. Company Setup Milestones 29
6.2. Company Structure 30
6.3. Risks 31
7. Financial Plan 32
7.1. Assumptions of Investment 32
7.2. Key Drivers of Revenue 33
7.3. Revenue Estimation Until 2020 34
8. Management Team 37
8.1. Key Members 37
8.2. Team Dynamics 38
Reference 39
Appendix 40

1. List of languages by number of native speakers (http://en.wikipedia.org/wiki/List_of_languages_by_number_of_native_speakers )
2. Smartphone Market Share And Usage By Country - Apr-May 2014 (http://www.tech-thoughts.net/2014/06/smartphone-market-share-usage-by-country-apr-may-2014.html#.U557RfluPk0 )
3. Potential Upside &; Downside to TREFIS Price (TripAdvisor Group) (http://www.trefis.com/stock/trip/model/trefis?freeAccessToken=PROVIDER_fe465c43de597290f0ce0344834824d0129cfaef )
4. Android and iOS Combine for 91.1% of the Worldwide Smartphone OS Market in 4Q12 and 87.6% for the Year, According to IDC (http://www.idc.com/getdoc.jsp?containerId=prUS23946013 )
5. Tablet Shipments Forecast to Top Total PC Shipments in the Fourth Quarter of 2013 and Annually by 2015, According to IDC (http://www.idc.com/getdoc.jsp?containerId=prUS24314413 )

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