請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳峙維(Chen Szu-Wei) | |
| dc.contributor.author | 企業管理碩士專班 | zh_TW |
| dc.contributor.author | Orrawan Swangsoonthornvase | en |
| dc.contributor.author | 林妙慧 | zh_TW |
| dc.date.accessioned | 2022-11-24T03:15:06Z | - |
| dc.date.available | 2021-11-06 | |
| dc.date.available | 2022-11-24T03:15:06Z | - |
| dc.date.copyright | 2021-11-06 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-10-14 | |
| dc.identifier.citation | BOI. (2018, November). Thailand food industry. Retrieved from Thailand board of investment: https://www.boi.go.th/index.php?page=business_opportunities_detail topic_id=117522#:~:text=The%20value%20of%20Thailand's%20food,USD%2016.7%20billion%20in%202016. Cambridge. (2021). Foodie. Retrieved from Cambridge dictionary: https://dictionary.cambridge.org/dictionary/english/foodie Crossan, M. M., Rouse, J. M., Fry, N. J., Killing, P. J. (2017). Strategic analysis and action (Vol. 8). Ontario, Toronto, Canada: Richard Ivey school of business, university of Western Ontario. Eisenmann, T., Parker, G., Van, A. (2009). Opening platforms: How, when and why? Cheltenham, UK: Edward Elgar publidhing limited. Eisenmann, T., Parker, M., Van, A. (2011). Platform development. Strategic management, 32(12), 1270-1285. Engel, J. F., Blackwell, R. D. (1982). Consumer behavior. Newyork, 501. Finkelstien, J. (1989). Dining out: A sociology of modern manners. Polity press. Hagiu, A. (2006). Pricing and commitment by two-sided platforms. The rand journal of economics, 37(3), 720-737. Hagiu, A., Wright, J. (2011). Multi-sided platforms. Tech. rep working paper, 12-24. Ji, S. W., Sun, X. Y., Liu, D. (2014). Research on core competitiveness of chinese retail industry based on O2O. Advance master resource, 834-836. Kasikorn. (2010, August 5). หลังโควิท-19 ธุรกิจ Food delivery ขยายตัวบนการแข่งขันที่ยิ่งรุนแรง… ผู้ให้บริการแพลตฟอร์มรุกไปสู่ Super Application. Retrieved from Kasikorn research: https://kasikornresearch.com/th/analysis/k-econ/business/Pages/z3128-Food-Delivery.aspx Kelso, A. (2019, October 3). What constitutes a restaurant in America is changing. Retrieved from Forbes: https://www.forbes.com/sites/aliciakelso/2019/10/03/what-constitutes-a-restaurant-in-america-is-changing/?sh=34ca05194763 Kim, D. (2020, May 06). Ghost kitchens scare up business as restaurants grapple with social-distancing impact. Retrieved from Houston chronicle: https://www.houstonchronicle.com/business/texas-inc/article/ghost-kitchens-houston-restaurants-stay-at-home-15246141.php Lahari, R., Brun, I., Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International journal of hospitality management, 563-573. Lewis, R. (1981). Restaurant advertising: Appeals and consumers' intentions. Advertking research, 21(5), 69-74. Li, C., Mirosa, M., Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. 3-4. Madhumita, M. (2017, April 5). Delivery expands with stand alone takeaway kitchens. Retrieved from Financial times: https://www.ft.com/content/1e516472-1a11-11e7-a266-12672483791a McDougall, G., Levesque, T. (2000). Customer satisfaction and future intentions: The role of perceived value and service quality. Jounal of services marketing, 14, 392-410. NRN. (2018, October 11). Restaurant takeout and delivery are taking a bite out of dine-in traffic. Retrieved from Nation's restaurant news: https://www.nrn.com/sponsored-content/restaurant-takeout-and-delivery-are-taking-bite-out-dine-traffic NRN. (2019). What's the differnt between a 'ghost kitchen' and a 'virtual restaurant'? Retrieved from Natioanl's restaurant news: https://www.nrn.com/operations/what-s-difference-between-ghost-kitchen-and-virtual-restaurant Olson, A. (2019, October 21). The rise of 'ghost kitchens' : Here's what the online food ordering boom has produced. Retrieved from USA Today: https://www.usatoday.com/story/tech/2019/10/21/ghost-kitchen-virtual-restaurant-heres-how-works/4053659002/ Parker, Geoffrey, Marshall, W., Van, A. (2013). Innovation, openness, and platform control. Puvis, B., Mao, Y., Robinson, D. (2019). Three pillars of sustainability: In search of conceptual origins. Sustain sci, 14, 681-695. PWC. (2019). The global restaurant market : What you need to know. Retrieved from Tripadvisor website: https://www.tripadvisor.com/ForRestaurants/r9109 Ram, J., Sun, S. (2020). Business benefits of online-to-offline ecommerce: A theory driven perspective. Innovation economics management, 7-28. Rani, N. S. (2020). E-commerce research, practices and applications. Study Indian place names, 40, 773-780. Roh, M., Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. Internation journal information management, 47, 262-273. Rotchana, N. (2020, Febuary 03). “Thailand restaurant‘s statistics in 2019,” “ส่องสถิติร้านอาหารปี 2019 ที่คนครัวต้องรู้ เปิดพรึบ 70,000 ร้าน แต่ปิดระนาวเหลือรอดเพียง 10%”. Retrieved from Brandage: https://www.brandage.com/article/16993/Food-2019 Schenker, J. L. (2019, January 19). Retrieved from Innovator news: https://innovator.news/the-platform-economy-3c09439b56 Surbhi, S. (2017, June 20). Different between comparative advantage and core competence. Retrieved from Keydifferences: https://keydifferences.com/difference-between-competitive-advantage-and-core-competence.html Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. International journal of contemporary hospitality management, 223-229. The 2020 ecommerce stats report. (2020, April 14). Retrieved from Archive: https://archive.is/KHSoO Viginia, C. (2016, September 30). Are virtual restaurant dining's next hot trend? Retrieved from Eater: https://www.eater.com/2016/9/30/12988932/delivery-only-restaurants-munchery-ando-foodcheri Yang, Z., Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology Marketing, 21, 799-822. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80747 | - |
| dc.description.abstract | N/A | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-24T03:15:06Z (GMT). No. of bitstreams: 1 U0001-1310202121511500.pdf: 14621285 bytes, checksum: 2798c4d4bece3b779f89650e97a74ec4 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | Executive Summary ii List of Figures vii List of Tables ix 1. Introduction 1 2. Market Overview 2 2.1 Restaurant Industry 2 2.2 Online Platform Industry 3 2.3 Food Delivery Service 5 2.4 Ghost Kitchen and Virtual Restaurant 6 3. Market Analysis 9 3.1 Market Overview in Thailand 9 3.2 Potential Customers 12 3.3 Porter’s Five Forces 18 3.3.1 Bargaining Power of Supplier 18 3.3.2 Bargaining Power of Customers 19 3.3.3 Industry Rivalry – Low 22 3.3.4 Threat of New Entrants – High 22 3.3.5 Threat of Substitutes 23 4. Marketing Mix 25 4.1 Products and Services 25 4.1.1 Business Concept (Foodies’ Playground) 25 i. Cooking facility and multifunction room for rent 26 ii. Cooking facility for rent 28 iii. Foodies’ Playground platform (matching service) 28 4.1.2 How Does The Platform Work? 33 4.1.3 Target Customer 37 4.1.4 Value Proposition 39 4.1.5 Core Competence and Competitive advantage 40 4.1.6 Business Model Canvas 41 4.2 Place 42 4.2.1 Location 42 4.2.2 Business hours 43 4.2.3 Structure of FP’s venue 44 4.3 Pricing Strategy 46 4.3.1 Physical facility 46 4.3.2 Platform 51 4.4 Promotion 53 4.4.1 Marketing objective and marketing plan 53 4.4.2 SWOT analysis and marketing strategy 53 Strengths 54 Weaknesses 55 Opportunities 62 Threat 63 5 . Operational Strategy 67 5.1 Company Structure 67 5.2 Management and Ownership 67 5.3 Personnel 68 6. Financial Plan 71 6.1 Important Assumption 71 6.2 Start Up Costs 74 6.3 Sales Forecast 75 6.3.1 Physical Space Revenue 76 6.3.2 Platform Revenue 80 6.4 Total Revenue 83 6.5 Proforma Income Statement 83 6.6 Cashflow Statement 84 6.7 Payback Period 84 7. Future Opportunity and Threats 86 References 88 Appendix 92 | |
| dc.language.iso | en | |
| dc.subject | 商業計劃 | zh_TW |
| dc.subject | 泰國 | zh_TW |
| dc.subject | 美食 | zh_TW |
| dc.subject | 食家廚師平台 | zh_TW |
| dc.subject | 複合式廚房 | zh_TW |
| dc.subject | Foodie | en |
| dc.subject | eaters | en |
| dc.subject | cooks | en |
| dc.subject | online platform | en |
| dc.subject | platform | en |
| dc.subject | business plan | en |
| dc.subject | Thailand | en |
| dc.subject | cooking space for rent | en |
| dc.title | 美食遊樂園：泰國的複合式廚房及美食家廚師平台 | zh_TW |
| dc.title | Foodies’ Playground: Multifunction cooking space for rent and platform connecting cooks and eaters in Thailand | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 許文馨(Hsu Wen-Hsin) | |
| dc.contributor.oralexamcommittee | 莊熙平(Hsin-Tsai Liu),(Chih-Yang Tseng) | |
| dc.subject.keyword | 泰國,美食,商業計劃,複合式廚房,食家廚師平台, | zh_TW |
| dc.subject.keyword | business plan,Thailand,Foodie,cooking space for rent,platform,online platform,cooks,eaters, | en |
| dc.relation.page | 91 | |
| dc.identifier.doi | 10.6342/NTU202103709 | |
| dc.rights.note | 同意授權(限校園內公開) | |
| dc.date.accepted | 2021-10-15 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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