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研究生:曾彥慈
研究生(外文):Yen-Tzu Tseng
論文名稱:數位化訂餐系統商業計畫
論文名稱(外文):Business Plan - Digitalizing Menu
指導教授:黃俊堯黃俊堯引用關係
口試委員:練乃華簡怡雯
口試日期:2014-01-03
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:2014
畢業學年度:102
語文別:英文
論文頁數:88
中文關鍵詞:商業計畫
外文關鍵詞:business plan
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Digitalizing menu is a business plan that aims to achieve market efficiency by utilizing current technology. The idea is to operate as an intermediary between customers and food providers for ordering food online.
Thanks to increasing prevalence of Wi-Fi and mobile devices, the way of purchasing goods is changing. As online shopping and e-commerce become one of the most thriving businesses in recent years, market opportunities for online food ordering business exist. Customers look for convenient way to buy meals while food providers pursue a larger size of market and customer base and effective ways of marketing.
Nowadays, online meal ordering business is at its pioneering stage. Challenges lie in the integration of food providers’ operations and their thoughts toward the application of information technology. Once fundamental problems are overcome, it is likely to achieve exponential growth. Owing to the readiness of internet infrastructure development, it is the right time to run such a business. Our company, Menu, is presented to offer a new and fantastic experience in selecting and ordering your preferred food through numerous digitalized menus.


CONTENTS

ABSTRACT i
CONTENTS ii
LIST OF FIGURES v
LIST OF TABLES vii
Chapter 1 Executive Summary 1
1.1 Mission 1
1.2 Objectives 2
1.3 Keys to Success 2
Chapter 2 Introduction of the Enterprise 3
2.1 Introduction 3
2.2 Vision 3
2.3 Start-up Summary 3
Chapter 3 Product and Service 6
3.1 Product and Service Description 6
3.2 Business Model 11
3.3 Technology 17
3.4 Future Products and Services 17
Chapter 4 Market Analysis 19
4.1 Target Market Analysis 20
4.2 Market Segmentation 23
4.3 Industrial Analysis 28
Chapter 5 Strategy and Implementation 47
5.1 Strategy Pyramids 47
5.2 Competitive Edge 49
5.3 Platform Strategy 51
5.4 Marketing Strategy 54
5.5 Sales Strategy 59
5.6 Strategic Alliances 62
5.7 Milestones 63
Chapter 6 Organizational Management 65
6.1 Organizational Structure 65
6.2 Personnel Plan 65
Chapter 7 Financial Plan 67
7.1 Important Assumptions 67
7.2 Breakeven Analysis 68
7.3 Projected Profit and Loss 69
7.4 Projected Cash Flow 72
7.5 Projected Balance Sheet 73
7.6 Business Ratios 75
7.7 Sensitive Analysis 76
7.8 NPV Analysis 77
Chapter 8 Exit Strategy 78
Chapter 9 Conclusion 79
REFERENCES 80
APPENDIX 82



English:
“Investopedia, Life cycle analysis, the industry life cycle.” <http://www.investopedia.com/exam-guide/cfa-level-1/equity-investments/life-cycle-analysis-industry-life-cycle.asp>.
Hagiu, Andrei &; Julian Wright. 2011. “Multi-Sided Platforms.” Working Paper (October 12), <http://www.hbs.edu/faculty/Publication%20Files/07-094.pdf>.
Osterwalder, Alexander &; Yves Pigneur. 2010. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (New Jersey, N.J.: John Wiley &; Sons, Inc.

Chinese:
「內政部統計月報」,內政部社會司,<http://sowf.moi.gov.tw/stat/month/list.htm>
「戶數結構表」,內政部戶政司,<http://www.ris.gov.tw/zh_TW/346>。
「2013年台灣寬頻網路使用調查結果」,財團法人台灣網路資訊中心(2013年9月26日),<http://www.twnic.net.tw/NEWS4/129.pdf>。
「全台六成老外族」,行銷人電子報(2011),<http://life.trendgo.com.tw/epaper/642>。
陳威如,余卓軒,2013,平台革命(台北:商周出版社)。
陳祈儒,2013,「資策會: 台灣逾12歲人口5成擁有智慧行動終置」,MoneyDJ 財經知識庫,<http://www.moneydj.com/KMDJ/News/NewsViewer.aspx?a=ed5f1529-7a1b-42a>。
謝佳書,2012,「三餐老是在外 台灣餐飲商機尚在!」,中華徵信社市場研究部,<http://www.credit.com.tw/newweb/market/weekly/index.cfm?sn=128>。


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