甜蜜的家是一種新式的自主設(shè)計與制作的甜點(diǎn)餐廳,它可以讓客戶創(chuàng)造和選擇自己的甜點(diǎn)風(fēng)格。餐廳地點(diǎn)定在泰國曼谷市Praram 9區(qū)。甜蜜家的甜點(diǎn)結(jié)合了西方甜點(diǎn)的特點(diǎn)和泰國當(dāng)?shù)靥厣乃筒菟幊煞帧&DIY餐廳的商業(yè)模式和產(chǎn)品代表了甜品行業(yè)發(fā)展的新趨勢,它讓客戶可以有更多的選擇。本研究的目的是發(fā)掘泰國甜品市場的商業(yè)運(yùn)作的機(jī)會,并估計投資項目的可行性,提供業(yè)務(wù)運(yùn)營的方法。研究指出,那些更致力于產(chǎn)品穩(wěn)定性的策略會更有利于實(shí)現(xiàn)管理的成功,獲得競爭優(yōu)勢。鑒于市場計劃,長期的Marketing mix 7ps會被消費(fèi)者和商業(yè)目標(biāo)接受并滿足。本商業(yè)計劃運(yùn)用SWOT方法分析了當(dāng)前市場現(xiàn)狀與外界因素,進(jìn)而明晰了投資和運(yùn)營成功失敗的可能性。本論文基于對消費(fèi)者行為和投資結(jié)構(gòu)的分析,列出了商業(yè)運(yùn)行模式,管理策略以及市場營銷計劃,并對,以便未來做出正確的決策,從而實(shí)現(xiàn)商業(yè)計劃目標(biāo)。 

【文章來源】：上海外國語大學(xué)上海市 211工程院校 教育部直屬院校

【文章頁數(shù)】：83 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgement
摘要
Abstract
Chapter 1 Introduction
    1.1 Background
    1.2 Current status
    1.3 Research implications
        1.3.1 Theoretical implications
        1.3.2 Practical implications
    1.4 Research contents and methods
        1.4.1 Research contents
        1.4.2 Research methods
Chapter 2 Literature Review
    2.1 The global bakery market
    2.2 Models of the business (Porter's five force)
    2.3 Application of the relevant models (SWOT)
Chapter 3 Introduction of the Company
    3.1 Visions & Missions
    3.2 Business appearance
    3.3 Product and service of the business
    3.4 Implementation plans and timing before business start
Chapter 4 Situation Analysis
    4.1 External environmental analysis
        4.1.1 Porter's five force
    4.2 Internal environmental analysis
    4.3 SWOT analysis
Chapter 5 Market Plan
    5.1 Consumer behavior
    5.2 Segmentation, Target, and Positioning
    5.3 Market strategies
Chapter 6 Operation Management
    6.1 Management team
    6.2 Human resource management
    6.3 Operational management
    6.4 Production planing
Chapter 7 Financial Plan and Project Risk Analysis
    7.1 Start-up funding
        7.1.1 Source of funding
        7.1.2 Investment cost
        7.1.3 Annual revenue
        7.1.4 Cost estimation
        7.1.5 General and admin expense
        7.1.6 Profit and Loss statement
        7.1.7 3 Cases of Business estimation
    7.2 The project risk analysis
    7.3 Key success factors
    7.4 Back up plan for the business
Chapter 8 Conclusion
    8.1 Main research conclusions
    8.2 Limitations and future research directions
References
Appendix



本文編號：3259447