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| Title: | 台灣休閒遊艇之展望: 遊艇基地企劃書
Journey to a Boating Nation: Business Plan for a Leisure Marina |
| Authors: | 邱佳昇
Chiu, Steven |
| Contributors: | 何小台
Ho, Chester
邱佳昇
Chiu, Steven |
| Keywords: | 台灣休閒遊艇之展望: 遊艇基地企劃書
休閒遊艇
遊艇
遊艇基地
遊艇基地企劃書
台灣休閒遊艇
Journey to a Boating Nation: Business Plan for a Leisure Marina
Journey
Boating Nation
Leisure Marina |
| Date: | 2011 |
| Issue Date: | 2012-10-30 11:25:24 (UTC+8) |
| Abstract: | The most skilled seafaring sailors in recorded human history came from Taiwan, known as the ancient Polynesians. Ilha Formosa, Taiwan’s former name given by the Portuguese in the 17th century signified its magnificent coastline and abundant ocean resources. During the 20th century, through political turmoil and warfare, Taiwan’s maritime accolades rested on its yacht building sector, achieving a place in the world’s top five rankings. However, Taiwan’s martial law and the lack of reform prohibited leisure marine activities, an industry creating valuable socioeconomic impact. By comparison, maritime regulation in
Taiwan is far behind that of both developed and developing nations around the world today. With gradual lifting of restrictions and growing public demand, a leisure marine industry will hopefully thrive to enrich the lives of people living in Taiwan. This research provides an overview of marinas and its market opportunities in Taiwan through various revenue models. It concludes with a financial model to assess the viability of such an investment.
TABLE OF CONTENTS
1. INTRODUCTION 1
1.1 Research Objectives and Contribution 1
1.2 Research Methodology 1
2. TAIWAN’S YACHT INDUSTRY AND LEISURE BOATING 2
2.1 History 2
2.2 Laws and Regulations, Impediments to Boating 4
2.3 Current State and Macro Environment Today 7
3. ABOUT TACHOU SHIPBUILDING COMPANY 8
3.1 Background and History 8
3.2 Current Facilities and Environment 9
3.3 The Consideration for a Leisure Marina 11
4. BUSINESS MODELS 13
4.1 Business Model Canvas 13
5. A FULLY INTEGRATED LEISURE MARINA 14
5.1 Mooring and Berthing 15
5.2 Dry Stack Storage 17
5.3 Maintenance & Repair Services 19
5.4 Superyacht refit and overhaul services 19
5.5 Utilities and Fuel Sales 20
5.6 Restaurants /Café 20
5.7 Dealership: Sales of New/Used Boats 23
5.8 Managed Boat Syndication (Boat Share) 23
5.9 Superyacht Crew Sharing Services 25
6. YACHT CLUB MEMBERSHIP 25
6.1 Chartering, Boat Hire, and Day Tours 26
6.2 Sailing and Boating Education 27
6.3 Marine Chandlery and Retail Tenancy 27
7. COMPETITIVE ASSESSMENT – S.W.O.T. ANALYSIS 29
7.1 Strengths 29
7.2 Weaknesses 30
7.3 Opportunities 30
7.4 Threats 30
8. MARKETING PLAN 31
8.1 Marketing Mix 5P Analysis 31
8.2 Product 31
8.3 Price 32
8.4 Place 32
8.5 Promotion 33
8.6 People 34
8.7 Other Promotional Activities 35
9. RECOMMENDATIONS FOR A TRANSITION PLAN 36
9.1 A Phased Approach 36
9.2 Development Phase: Introduction of Services Amenities (4-8years) 38
9.3 Towards Maturity Phase: A Club Marina Village (8 years and beyond) 38
10. FINANCIAL PLAN 39
11. REFERENCES 57 |
| Reference: | 1. English References
Harjani, A. (2011, May 10). Hong Kong`s Luxury Boating Industry Faces a Parking Crisis. Retrieved May 15, 2012, from www.cnbc.com: http://www.cnbc.com/id/42953276/Hong_Kong_s_Luxury_Boating_Industry_Faces_a_Parking_Crisis
Loh, T. (2012, April 28). Superyacht sector in Asia-Pac sees stable growth. Retrieved May 15, 2012, from Asiaone Plush: http://www.plushasia.com/article/16709
2. Chinese References
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林桓，「台灣最適遊艇活動模式及發展策略之研究」，行政院經濟建設委員會委託研究報告，台北市，民國99年7月。
行政院，「行政院振興遊艇產業跨部會協調會-遊艇業者反映問題處理情形」，台北市，民國99年6月9日。
經濟部，「振興遊艇產業跨部會協調會會議紀錄」(經工字第09902631650號)，台北市，民國99年6月9日。
3. Internet Sources
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黃如萍，「遊艇製造王國 玩家僅一千五百人」，中國時報，台北市，民國100年6月7日，網址：http://life.chinatimes.com/life/100314/112011060700080.html，最後瀏覽日期：100/07/24。
王淑芬，「陳菊訪邁阿密 學習遊艇業經驗」，中央通訊社，高雄，民國101年2月18日，網址：http://tw.news.yahoo.com/%e9%99%b3%e8%8f%8a%e8%a8%aa%e9%82%81%e9%98%bf%e5%af%86-%e5%ad%b8%e7%bf%92%e9%81%8a%e8%89%87%e6%a5%ad%e7%b6%93%e9%a9%97-101306801.html，最後瀏覽日期：100/07/24。
何正鳳，「遊艇王國沒落？業者嘆硬體缺人才走」，TVBS新聞，屏東，民國100年4 月8日，網址：http://www.tvbs.com.tw/news/news_list.asp?no=miffy011820120408192052，最後瀏覽日期：100/07/24。
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曾鴻儒、葉永騫、蔡民一、吳嘉億，「衝勁不足／現有遊艇港 使用率慘淡」，自由時報電子報，民國96年10月29日，網址：http://www.libertytimes.com.tw/2007/new/oct/29/today-life2.htm，最後瀏覽日期：100/07/24。
黃如萍，「帆船協會：別老把我們當賊」，中時電子報，台北市，民國100年6月7日，網址：http://life.chinatimes.com/life/100314/112011060700081.html，最後瀏覽日期：100/07/24。
「台灣觀光飯店產業」，理財網財經知識庫，網址：http://www.moneydj.com/KMDJ/Report/ReportViewer.aspx?a=7402be4a-c34f-4be6-848d-35e812ff32ed，最後瀏覽日期：100/07/24。 |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
94933002
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0094933002 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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