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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/58678


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/58678


    Title: 品牌設計顧問計劃書
    Business Plan For Brand Design Consultancy Firm
    Authors: 鄭如淳
    Cheng, Ju Chun
    Contributors: 吳文傑
    Wu, Jack
    鄭如淳
    Cheng, Ju Chun
    Keywords: 品牌設計顧問
    計劃書
    Brand Design Consultancy
    Business Plan
    Date: 2012
    Issue Date: 2013-07-01 17:10:57 (UTC+8)
    Abstract: It is our hope that by creating a professional brand consultancy services for the future, Bon Chic will inspire the masses, stamp it’s authority in the brand consultancy industry and make a significant impact on society as a whole. By delivering on our vision – Bon Chic will provide the best brand creation experiences from beginning to end – a consultancy service that specifically designed for firms at different stage. It is with the design, branding and marketing that Bon Chic intends to be propelled into the new era of services not as a service provider but actively position us as a brand builder in the industry.
    Our market analysis has indicated that most design/branding firms face similar issues both in the short and long run. Our main purpose besides creating an innovative service is to bring sustainability into our brand promise. We not only seek for continuity of our clients’ brands but also seek for stability in our business. Thus, we use business model canvas to illustrate how we will dissect our target audiences to increase our sales revenue as well as create a balance income flow to improve business stability. Further more, we explain how we use our Turnkey System to improve our service quality and enhance the connection and trust among our customers. Finally, we believe things can be served as different purposes and the same goes to resources and talent management. We firmly believed that by utilizing the existing in-house resources together with the resources from our partners, we would be able to create greater synergy.
    This business model has let us to discover that a concept/method like ours is rare in the market and will be difficult for the existing competitors to build up from the ground. We have also identified the main problems that most design firms face so that we can avoid the same mistake. We are seeking seed capital of NT$6 million for initial company operations. The initial investment of NT$3.3 million will be used to set up new business and equipment in Taipei. The rest NT$2.0 million will be use as working capital to avoid seasonal changes. We project gross sales of NT$30 million and a net income of NT$8 million and we will have our break even in year 3. The retained earning will thus be used on our B2C business investment after the third year.
    1. Executive Summary 1
    2. Company Introduction 2
    2.1. Mission Statement 2
    2.2. Vision Statement 2
    2.3. Values and Philosophy 2
    2.4. Key to Success 2
    3. Market Analysis 4
    3.1. Taiwan Design Industry 5
    3.2. Government Support 7
    3.3. Market Problem 8
    3.4. Market Opportunities 8
    3.5. Competitor Analysis 9
    3.6. SWOT Analysis 11
    4. Service Introduction 12
    4.1. Service Requirements 12
    4.2. Success Criteria 12
    4.3. Risks and Consequences 13
    5. Canvas Business Model: Unbundling 14
    5.1. Customer Segmentation and Respective Value Proposition 15
    5.2. Unbundling Business Model: Customer Relationship Management 17
    5.3. Unbundling Business Model: Infrastructure Management 20
    5.4. Cost Structure and Revenue Stream 23
    6. Operation Plan 25
    7. Financial Plan 27
    8. References 30
    9. Appendices 32
    Reference: 1. 薛保瑕，2002，文化創意產業概況分析調查，財團法人國家文化藝術基金會
    2. 許文瑜，2005，以設計為策略基礎之品牌重塑模式研究，國立成功大學工業 設計學系所碩士論文．
    3. 施柏仰，2005，由國際設計大獎之得獎作品探討產品設計之創新．國立台灣科技大學設計研究所碩士論文．
    4. 羅得良，2005，台灣中小企業產品創新與國際行銷策略之研究，國立台灣大學國際企業學 研究所碩士論文
    5. 林孟儀、劉慧雯. (2006), 設計創價時代,台灣: 臉譜出版。
    6. Magnus Lund, 2008, Taiwan Small Brand to the World – opportunities and challenge P1 - 2
    7. 呂婉如，2009，以品牌引導設計創新之案例研究，國立台灣科技大學設計研究所碩士論文．
    8. 呂婉如，2010，國家設計政策與台灣設計產業發展之研究，國立台灣科技大學設計研究所碩士論文．
    9. 文建會，2010 Taiwan Cultural & Creative Industries Annual Report．
    10. Osterwalder, Alexander, 2010. Business Model Canvas.
    11. Donald C. Gause, Gerald M. Weinberg, 2011, Exploring Requirements: Quality Before Design
    12. 經濟部，2011 經濟部2020產業發展策略．
    13. 文建會，2011 Taiwan Cultural & Creative Industries Annual Report．
    14. 葉咨甫，2012, 從智慧財產權的觀點看台灣設計公司面臨的問題，國立政治大學智慧財產所碩士論文．
    15. 臺灣創意設計中心，2006，設計服務業產業政策簡報．
    16. 陳廖遜，2012，台灣設計公司自有品牌產品設計開發之研究，國立台灣科技大學設計研究所碩士論文．
    17. 文建會，2012 Taiwan Cultural & Creative Industries Annual Report．
    18. 經濟部工業局，2013，台灣設計產業翱翔計劃成果說明．
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    99933006
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099933006
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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