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https://nccur.lib.nccu.edu.tw/handle/140.119/31357
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| Title: | 成立台灣會展公司之創業企畫書
The leading destination management company in Taiwan |
| Authors: | 楊雅如
Stacy Yang |
| Contributors: | 何小台
Chester Ho
楊雅如
Stacy Yang |
| Keywords: | 企畫書 |
| Date: | 2008 |
| Issue Date: | 2009-09-14 09:51:19 (UTC+8) |
| Abstract: | 成立台灣會展公司之創業企畫書
Abstract
Taiwanlook is a small company aimed at the big time in MICE industry, known as “Destination Management Company (DMC)”, which is a professional services company possessing extensive local knowledge, expertise and resources of MICE (Meetings, Incentives, Conventions, Exhibitions) activities, specializing in the creative design and implementation of business meetings, events, incentive programs and motivation markets as well as helping with overcoming language barriers. The concept of DMC has been prevailed in Europe and the United States for at least one hundred years. Over the past two decades, more and more attention has shifted to Asian countries as MICE destinations; Taiwanlook is targeting at this niche market and seizing the opportunity to establish the first DMC in Taiwan. Given the fast growing MICE industry of estimated expenditure of NT$ 4 billion dollars annually and a total of US20 billion dollars in related industries in Taiwan, Taiwanlook will quickly achieve the market penetration of MICE industry domestically and globally through a combination of sophisticated and creative tailor-made event management services and intensive marketing planning with sales increase 30% annually, high ROI and net margins over 20%. |
| Reference: | Reference
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【2】 Chuang, Shirley. (2004) A Study on the Strategies of the Development of MICE Industry in Taiwan.
【3】 Destination Management Company (DMC): Wikipedia. Available from http://en.wikipedia.org/wiki/Destination_Management_Company; accessed 9 March 2009.
【4】 DMC Network: Wikipedia. Available from http://www.dmcnetwork.com/; accessed 20 April 2009.
【5】 Hiller, H. H. (1995). Conventions as Mega-Events: A new model for convention-host city relationships. Tourism Management, 16(5): 375-379.
【6】 "ICCA country and city rankings 2007": International Congress and Convention Association (ICCA). Available from http://www.iccaworld.com; accessed 1 May 2009.
【7】 Meeting, Incentive, Convention, Exhibition (MICE): Wikipedia. Available from http://en.wikipedia.org/wiki/Meetings,_Incentives,_Conferencing,_Exhibitions; accessed 31 March 2009.
【8】 Meeting Professionals International (MPI): Wikipedia. Available from http://www.mpiweb.org/cms/mpiweb/default.aspx; accessed 20 April 2009.
【9】 Oppermann, M. (1999). Convention Destination Images: Analysis of Association Meeting Planners’ Perceptions. Tourism Management, 17(3): 176-182.
【10】 Reed Travel Group (1996). Meetings & Conventions Magazine’s 1996 Meetings Market Study. New Jersey, RTG.
【11】 Study Shows Financial Execs Still Willing To Spend For Client Travel: Business Travel News Online. Available from http://www.btnonline.com/businesstravelnews/headlines/article_display.jsp?vnu_content_id=1003972187; accessed 29 May 2009.
【12】 Society of Incentive Travel Executives (SITE): Wikipedia. Available from http://www.siteglobal.com/; accessed 20 April 2009.
【13】 Travel and Tourism Economic Impact 2009: World Travel & Tourism Council. Available from http://www.wttc.org/bin/pdf/original_pdf_file/exec_summary_2009.pdf; accessed 30 May 2009.
【14】 Walbeek, Bert Van. (2004). MICE Destination Check & Qualification List. 2004 Professional Conference Organizer and MICE Seminar. Taipei.
【15】 台灣會展躍升計畫年創40億消費: EpochTimes.com. Available from http://www.epochtimes.com/b5/9/1/21/n2405425.htm; accessed 29 May 2009. |
| Description: | 碩士
國立政治大學
國際經營管理碩士班(IMBA)
96933021
97
TABLE OF CONTENTS
1 Executive Summary………………………………………….…..
1.1 Objectives
1.2 Vision
1.3 Keys to Success 9
2 Company Summary…………………………………...…………..
2.1 Start-up Summary 16
3 Products and Services………………………………………...…...
3.1 Service Description
3.2 Competitive Comparison
3.3 Sales Focus
3.4 Fulfillment
3.5 Technology
3.6 Future Services 19
4 Market Analysis Summary……………………………...………...
4.1 Market Segmentation
4.2 Target Market Segment Strategy
4.2.1 Market Trends
4.2.2 Market Growth
4.2.3 Market Needs
4.3 Service Business Analysis
4.3.1 Competition and Buying Patterns
4.3.2 Main Competitors
4.3.3 Distributing a Service 23
5 Strategy and Implementation Summary…………………...…….
5.1 Value Proposition
5.2 Competitive Edge
5.3 Marketing Strategy
5.3.1 Promotion Strategy
5.3.2 Distribution Strategy
5.3.3 Marketing Programs
5.3.4 Positioning Statement
5.3.5 Pricing Strategy
5.4 Sales Strategy
5.4.1 Sales Forecast
5.5 Strategic Alliances
5.6 Milestones 32
6 Management Summary……………………………………………
6.1 Organizational Structure
6.2 Personnel Plan 40
7 Financial Plan…………………………………………...…………
7.1 Important Assumptions
7.2 Key Financial Indicators
7.3 Break-even Analysis
7.4 Projected Profit and Loss
7.5 Projected Cash Flow
7.6 Projected Balance Sheet 42
8 Reference…………………………………………………..………. 51
9 Appendix………………………………………………….….……. 52
Appendix I. Sales Forecast
Appendix II. Personnel Plan
Appendix III. Pro Forma Profit and Loss
Appendix IX. Pro Forma Cash Flow
Appendix X. Pro Forma Balance Sheet |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0096933021 |
| 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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