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研究生:崔培然
研究生(外文):Piranpas Traitilanun
論文名稱:在曼谷設計規劃一間成功的青年旅館
論文名稱(外文):Opening up a Successful Hostel in Bangkok Thailand
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:陳彥君陳華寧
口試委員(外文):Yen-Chun ChenHua-Ning Chen
口試日期:2017-06-01
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:2017
畢業學年度:105
語文別:英文
論文頁數:58
中文關鍵詞:曼谷青年旅館
外文關鍵詞:Hostelbangkok
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The business plan,“Opening up a Successful Hostel in Bangkok Thailand” will study on the opportunity and feasibility for establishing a total of 200 square meters hostel in Bangkok Thailand.
Our strategy is to build an impressive hostel that is not just only a place to stay but also the place where people meet new friends and experience the local Thai atmosphere. The marketing of the Cloud Nine Bangkok hostel will be built around the core value that we will offer to customers. Although there is more and more hostel in Bangkok, we will use our competitive advantage to build and expand our customer base.
Our business model is based on the booking over the website. As those sites are also intended to increase brand awareness, we require giving all the services information including what we offer more than competitors’ to make them feel that they’re getting some added value.
Moreover, our mainstream of income will come from online sales. Thus, we aim to be best review hostel in Bangkok, and that will become key to future sales. However, the quality of services in this industry have always been better, with our strategies of advancement, we are ready to grow with the market.
Finally, from the operations and financial plan, we could estimate the profit made in running the hostel and possibility of future business opportunities.
1. Introduction 1
1.1 Executive Summary 1
1.2 Background 3

2. Market Analysis 7
2.1 PESTLE Analysis 7
2.2 Porter’s five forces 13
2.3 Customer Analysis 15
2.4 Competitors Analysis 19
2.5 SWOT Analysis 23
2.6 Market Opportunities 25
2.7 TOWS Matrix 27

3. Management and Operation Plan 30
3.1 Company Description 30
3.2 Company Vision 30
3.3 Company Target 30
3.4 Company Mission 31
3.5 Business Strategy 31
3.6 Organization Structure 33
3.7 Human Resource Plan 33
3.8 Employee Compensation 34
3.9 Room Pricing 34
3.10 Hotel Hygienic Standard 35

4. Marketing Plan 36
4.1 Overview 36
4.2 Hostel marketing plan 36

5. Operations 39
5.1 Operation plan 39
5.2 Plan for excellence service 43

6. Financial Plan 46
6.1 Important assumption 46
6.2 Sales Forecast 48
6.3 Pro Forma Income Statement 50
6.4 Break-even Analysis 53
6.5 Financial decision 55
6.6 Future Plans 56

6. References 57
The Tourism Authority of Thailand The Tourism Authority of Thailand. Number of foreign tourists in Thailand.
 Retrieved March 21, 2017 from http://tourism2.tourism.go.th/home/details/11/221/25516
Thansettakij Post. Thailand Tourism Situation. Retrieved March 19, 2017 from http://www.thansettakij.com/2016/01/08/25115
Thailand Tourism Council. Thailand Tourism Council Survey. Retrieved March 13, 2017 from http://www.thailandtourismcouncil.org/imgadmins/confidence_file/TCT_confidence_file_th_2016-09-27_08-10-17.pdf
Thailand National Statistical Office Ministry of Information and Communication Technology. Thailand Hotel and Guesthouse Industry Survey. Retrieved March 13, 2017 from http://service.nso.go.th/nso/nsopublish/themes/files/questFullReport57.pdf
Wikipedia. Definition of Hotel.
 Retrieved March 22, 2017 from https://en.wikipedia.org/wiki/Hotel

Wikipedia. Definition of Hostel.
 Retrieved March 22, 2017 from https://en.wikipedia.org/wiki/Hostel

Wikipedia. Definition of Tourism.
 Retrieved March 22, 2017 from https://en.wikipedia.org/wiki/Tourism

Wikipedia. Definition of Tourist.
 Retrieved March 22, 2017 from https://en.wikipedia.org/wiki/Tourist_(disambiguation)

Thansettakij Post. Thailand Strategies for Tourism Development. Retrieved March 12, 2017 from http://www.thansettakij.com/2016/08/08/79408

Bangkok Mass Transit System Public Company Limited. Mass Rapid Transit Master Plan in Bangkok Metropolitan Region. Retrieved March 1, 2017 from http://www.bts.co.th/customer
/en/02-route-future.aspx

Inrix. 2016 Global Traffic Scorecard. Retrieved March 11, 2017 from http://inrix.com/resources/inrix-2016-global-traffic-scorecard/

Wikipedia. Thailand Visa Policy Map. Retrieved March 11, 2017 from https://en.wikipedia.org/wiki/Visa_policy_of_Thailand

The National Post. Thai Medical Tourism Demand Outlook. Retrieved March 15, 2017 from http://www.thenational.ae/business/travel-tourism/healthy-outlook-for-thai-medical-tourism-demand
Bangkok Post. The Other Types of Building Used for a Hotel Business Operation B.E. 2559 (2016) under the Building Control Act B.E. 2522 (1979). Retrieved March 15, 2017 from www.bangkokpost.com/print/1110257

Hostel World. Competitors’ Room Price. Retrieved March 5, 2017 from www.hostelworld.com

Hostel World. Competitors’ Facilities. Retrieved March 5, 2017 from www.hostelworld.com

Google Map. Walking Map. Retrieved March 5, 2017 from https://maps.google.com/

Samart Multimedia. Number of Tourists in Bangkok 2015. Retrieved April 27, 2017 from http://newdot2.samartmultimedia.com/home/listcontent/11/221/276

The Tourism Authority of Thailand The Tourism Authority of Thailand. Top 10 Tourists in Thailand during 2014-2015 and their average expenditure of accommodations.
 Retrieved March 21, 2017 from http://tourism2.tourism.go.th/home/details/11/221/25516

The Tourism Authority of Thailand The Tourism Authority of Thailand. Information of Tourists in Bangkok during 2014-2015.
 Retrieved March 21, 2017 from http://tourism2.tourism.go.th/home/details/11/221/25516

Bright Local. Survey on Customer Reviews.
 Retrieved March 25, 2017 from https://www.brightlocal.com/learn/local-consumer-review-survey-2014/

Bangkok Insurance. Fire and Disaster Insurance Premium.
 Retrieved March 30, 2017 from http://www.bangkokinsurance.com/insurance/fire_rakbaan2-insurance-seller_th.html

TOT Public Company Limited. Savings Interest Rate.
 Retrieved March 21, 2017 from http://www.tot-coop.com/show/No/235
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