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研究生:史哲陽
研究生(外文):Jan Šťáva
論文名稱:在台灣生活 - 東西方文化之橋樑
論文名稱(外文):Living in Taiwan - Cultural bridge between the West and the East
指導教授:趙必孝趙必孝引用關係
指導教授(外文):Zhao Bi Xiao
學位類別:碩士
校院名稱:國立中山大學
系所名稱:人力資源管理全英語碩士學位學程
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:106
語文別:英文
論文頁數:102
中文關鍵詞:法律協助文化衝突商業分析文化適應營銷
外文關鍵詞:cultural clashmarketinglegal helpbusiness analysisacculturation
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居住在台灣並且在台灣新創一間競爭優勢放在如何提供外國人協助的商業模式的公司是本研究的主旨。這個的新創公司服務的範圍包含了提供外國人基本的庶務處理外,另外,也共進一步提供了針對非本國人士的法律問題協助。而其中最主要且重要的業務範圍就是以文化整合的角度協助外國人士融入當地的社會。
從幾個不同的觀點來討論,這個商業計劃透過詳細調查台灣人口分佈統計和分析與預測市場多元拓展了未開發市場之潛力。透過本研究的調查設立了目標且發展了公司相關的策略。本論文將重心放在透過潛在的方法和工具去試驗上述的市場。許個案失敗的案例都是因為導入過於簡單而證據性不足的分析工具像是SWOT分析(優勢、劣勢、機會、威脅)。不過,研究者身為一個居住在台灣的外國人基本上已經提供了這樣的商業模式一個利基且已經在市場上為先進者,所以,這些已經成為本研究的利基。在其他部分對於延伸的研究,額外的資料搜集是必要的,所以基於上述理由,這個商業企劃大部分的著墨都在於說明細節的樣本和解釋潛在客戶的文化需求。針對這樣的企劃案,兩百個有效的樣本被搜集且導入分析。
整個商業計劃亦討論了公司對於文化適應的影響,另外,亦發展了服務型態和市場策略。最後的部分,本研究從財務的角度更近一步討論公司治理和整體狀況。
Living in Taiwan is a start up company operating in Taiwan and focusing on providing assistance to foreign nationals. The company offers broad range of services with the goal of helping foreign nationals with acculturation. Services range from providing assistance with basic tasks to non Chinese speakers to dealing with legal issues. One of the primary areas of focus is housing as it plays an important part in cultural integration of foreign nationals into local society.
This business plan explores the marketing potential through demographics of Taiwan as well as detailed survey and creates future prediction and analyzes the market from various points of view. Based on the conducted research, goals and objectives are set and company strategy developed. Large emphasis is put on exploring the possibilities with the help of different methods and tools. Many companies often fail to perform throughout investigation as they satisfy themselves with brief analysis such as SWOT (Strengths, Weaknesses, Opportunities, Threats). However Living in Taiwan believes that in order to gain advantage and succeed in the market, it is necessary to reserve additionally resources for extensive research, therefore major part of the business plan is devoted towards detailed data breakdown and explanation of the cultural needs of potential clients. For such purposes, extensive survey with 200 responses was conducted and analyzed.
Company’s impact on acculturation is discussed throughout the business plan, furthermore, service presentation and marketing strategies are developed. Way of company management is described in the organizational summary and lastly, the financial aspects are examined.
1. Executive Summary 1
2. Acculturation 5
2.1 Cultural clash 6
2.2 Culture of Taiwan 7
3. Company Overview 9
3.1 Mission Statement 11
3.2 Goals and Objectives 12
3.3 Vision Statement 13
4. Services 15
4.1 Services Offered 15
4.2 Service Presentation 19
5. Market Analysis 24
5.1 Market Summary 25
5.1.1 Market Size and Demographics 25
5.1.2 Market Potential 28
5.1.3 Approaching customer 332
5.1.4 Survey 33
6. Industry Analysis 54
6.1 Real Estate Market 54
6.2 Travel agencies 56
6.3 Competition 57
6.2.1 Identification of Competitors 58
6.3.2 Competitive Advantage 59
7. Management Summary 62
7.1 System dynamics approach 62
7.1.1 Mental Model 64
7.2 Marketing Plan 65
7.2.1 SWOT Analysis 65
7.2.3 STP Analysis 70
8. Organizational Summary 76
8.1 Company structure 76
8.1.1 Ownership 77
8.1.2 Personnel Team 77
8.1.3 External resources 78
8.1.4 Human Resource Management 79
9. Financial Aspects 83
9.1 Financial Requirements 83
9.1.1 Start-up Summary 83
9.2 Financial Forecast 84
10. Conclusion 85
11. References 88
12. Curriculum Vitae 93
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