請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 潘雪 | zh_TW |
| dc.contributor.advisor | Shweta Pandey | en |
| dc.contributor.author | 高嘉傑 | zh_TW |
| dc.contributor.author | Ka-Kit Ko | en |
| dc.date.accessioned | 2024-01-28T16:29:41Z | - |
| dc.date.available | 2024-02-27 | - |
| dc.date.copyright | 2024-01-28 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-06-07 | - |
| dc.identifier.citation | Andonova Y, Anaza NA and Bennett DHS. (2021). Riding the subscription box wave: Understanding the landscape, challenges, and critical success factors of the subscription box industry. Kelley School of Business, Indiana University
Cask Trade (n.d.). Whisky Drinking Culture & The Rise of the Single Malt in. Retrieved Feb 6, 2023, from https://www.casktrade.com/news-events/whisky-drinking-culture-the-rise-of-the-single-malt-in-asia/ Census and Statistics Department, Hong Kong SAR Government (C&SD) (2023, Feb). Labour Force, Employment and Unemployment. Retrieved Feb 2, 2023, from https://www.censtatd.gov.hk/en/scode200.html Communication Authority, Hong Kong (2020, Sep 25). Generic Code of Practice on Television Advertising Standards. Hong Kong SAR Government Customs and Excise Department, Hong Kong SAR Government (2022, Jul 8). Types and Duty Rates. Retrieved Feb 2, 2023, from https://www.customs.gov.hk/en/service-enforcement-information/trade-facilitation/dutiable-commodities/types-and-duty-rates/index.html Department of Health, Hong Kong SAR Government (2023, Feb 24). Alcohol Consumption Per Capita in Hong Kong. Retrieved Feb 18, 2023, from https://www.change4health.gov.hk/en/alcohol_aware/figures/alcohol_consumption/index2.html DeWolf C (2018, Jun 23). Hong Kong whisky scene hots up with spate of amazing new releases. South China Morning Post. Retrieved Mar 15, 2023, from https://www.scmp.com/magazines/style/travel-food/article/2151017/hong-kong-whisky-scene-hots-spate-amazing-new-releases GOVHK (2023, Feb). Tax Rates of Profits Tax. Retrieved Feb 2, 2023, from https://www.gov.hk/en/residents/taxes/taxfiling/taxrates/profitsrates.htm Hong Kong Forum for Responsible Drinking (FReD) (2018, Mar). Marketing Code of Conduct Principles. Retrieved Feb 18, 2023, from https://www.fred.org.hk/index/about-fred/marketing-code-of-conduct-principles?lang=en Kirschenmann E (2020, May). Virtual Wine Tastings Become Key Consumer Engagement Tool. Wine Business Monthly. Retrieved Mar 15, 2023, from https://www.winebusiness.com/wbm/?go=getArticleSignIn&dataId=229505 Krus LC and Drechsler K (2022). Digitalization of multisensory collective activity: The case of virtual wine tasting. Association for Information Technology Trust Leung H (2022, Jun 20). Covid-19: 165 Hong Kong bars inspected on Friday and Saturday, 10 ordered to close over rules breaches. Retrieved Oct 26, 2022, from https://hongkongfp.com/2022/06/20/covid-19-165-hong-kong-bars-inspected-on-friday-and-saturday-10-ordered-to-close-over-rules-breaches/ Mercer C (2019, Aug 21). Record numbers sign up for wine and spirits courses, says WSET. Retrieved Oct 28, 2022, from https://www.decanter.com/wine-news/wset-wine-courses-record-422863/ Osterwalder A and Pigneur Y (2009). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Self-published Pereia D (2023, Mar 3). What is the Value Proposition Canvas? The Business Model Analyst. Retrieved Retrieved Oct 14, 2022, from https://businessmodelanalyst.com/value-proposition-canvas/ PYMNTS (2002). Millennial Minute: Inflation Hasn’t Dampened Younger Customers’ Appetite for Subscriptions. Retrieved Feb 18, 2023, from https://www.pymnts.com/subscriptions/2022/millennial-minute-inflation-hasnt-dampened-younger-customers-appetite-for-subscriptions/ RTHK (2022). Glass bottle levy to take effect next year. Retrieved Feb 16, 2023, from https://news.rthk.hk/rthk/en/component/k2/1674124-20221103.htm Rudolph T, Bischof SF, Böttger TM and Weiler N (2017). Disruption at the Door: A Taxonomy on Subscription Models in Retailing. Marketing Review St. Gallen Scotch Whisky Association (n.d.). Scotch Whisky Regions. Retrieved Sep 28, 2022 from https://www.scotch-whisky.org.uk/discover/enjoying-scotch/scotch-whisky-regions/ Statista Market Forecast (n.d.). Whisky – Worldwide. Retrieved Sep 28, 2022 from https://www.statista.com/outlook/cmo/alcoholic-drinks/spirits/whisky/worldwide Support and Consultation Centre for SMEs (n.d.). Business Licence Information Service: Beverages & Tobacco. Retrieved Feb 18, 2023, from https://www.success.tid.gov.hk/tid/eng/blics/type.jsp?By=BTGroup_p&VisitorID=1213128&group_id=40 Szolnoki G, Dolan R, Forbes S, Thach L and Goodman S (2018, Dec). Using social media for consumer interaction: An international comparison of winery adoption and activity. Wine Economics and Policy. Szolnoki G, Lueke MN, Tafel M, Blass M, Ridoff N and Nilsson C (2021, Aug 25). A cross-cultural analysis of the motivation factors and profitability of online wine tastings during Covid-19 pandemic. Emerald Publishing Limited Tarver E (2022, Mar 25). Subscription Business Model Defined, How It Works, Examples. Retrieved Sep 28, 2022, from https://www.investopedia.com/ask/answers/042715/how-do-subscription-business-models-work.asp Tien T (2018, Jun 5). Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It. Portfolio Penguin Tobacco and Alcohol Control Office (2022, Jan). General Guidelines on the Prohibition of Sale or Supply of Intoxicating Liquor to Minors in the Course of Business. Department of Health, Hong Kong SAR Government UK Statutory Instruments (2009). The Scotch Whisky Regulations 2009. The National Archives, The UK Government Velasco C, Jones R, King S and Spence C (2013). Assessing the influence of the multisensory environment on the whisky drinking experience. BioMed Central Ltd. WSET Global (2021, Sep 21). Record number of students take WSET qualifications over last year. Retrieved Dec 14, 2022, from https://www.wsetglobal.com/news-events/news/2021/september/21/record-number-of-students-take-wset-qualifications-over-last-year/ Zhu S (2022, Jun 22). Country Report 2022: Hong Kong. IWSR 香港台北貿易中心 (2022, May 6). 香港酒類消費市場概況. Retrieved Oct 13, 2022, from https://www.trademag.org.tw/page/newsid1/?id=7861357&iz=0 | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91550 | - |
| dc.description.abstract | 此威士忌品酩訂閱制商業計劃書針對為香港市場提供威士忌體驗訂閱服務。品牌命名為WhiskYou ，旨在通過提供威士忌送貨上門服務和按月訂閱的在線教育資源來滿目標客群的需求。 | zh_TW |
| dc.description.abstract | The proposed business plan is a whisky experience subscription service in Hong Kong. Our business is branded as WhiskYou and aims to tackle the target customers' needs by providing whisky delivery at door and online educational resources on a monthly subscription basis. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-01-28T16:29:41Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-01-28T16:29:41Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | MASTER THESIS CERTIFICATION I
ACKNOWLEDGEMENT II EXECUTIVE SUMMARY III TABLE OF CONTENTS V LIST OF FIGURES IX CHAPTER 1. MOTIVATION OF THE BUSINESS 1 CHAPTER 2. BUSINESS OVERVIEW 3 2.1. BUSINESS CONCEPT 3 2.2. MISSION STATEMENT 5 2.3. BUSINESS OBJECTIVE 6 CHAPTER 3. SITUATION ANALYSIS 7 3.1. KEYWORDS DEFINITION 7 3.2. SUBSCRIPTION MODELS 9 3.2.1. The Birth of the Subscription Model 9 3.2.2. Three Archetypes of Product Subscription Models 9 3.2.3. Choice of Subscription Model for the Proposed Whisky Business 10 3.3. LANDSCAPE AND CHALLENGES OF THE SUBSCRIPTION MODEL 11 3.3.1. Four Cs Framework of SBS 11 3.3.2. Five Tenets for a Successful SBS 13 3.4. GLOBAL WHISKY DRINKING MARKET 14 3.4.1 Growing Trend on Home Consumption 14 3.4.2 Degree of Control on Drinking Environment 16 3.5. WHISKY DRINKING MARKET IN HONG KONG 16 3.5.1. Whisky Sales Condition 16 3.5.2. Alcohol Consumption Per Capita 18 3.6. BEHAVIOR AND KNOWLEDGE LEVEL OF EARLY CONSUMERS 20 3.6.1. Virtual Tasting Events Attracted Young Drinkers 20 3.6.2. Continuous Momentum from Learners in Hong Kong 22 3.7. PORTER'S FIVE FORCES FRAMEWORK 23 3.8. PESTEL ANALYSIS 25 CHAPTER 4. MARKET RESEARCH 28 4.1. INDUSTRY INTERVIEW 28 4.1.1. Methodology 28 4.1.2. Interviewee Profiles 28 4.1.3. Interview Findings 30 4.2. CUSTOMER SURVEY 37 4.2.1. Methodology 37 4.2.2. Respondent Profiles 37 4.2.3. Survey Findings 38 CHAPTER 5. VALUE PROPOSITION CANVAS 40 5.1. CUSTOMER PROFILE 41 5.2. VALUE PROPOSITION 42 CHAPTER 6. BUSINESS MODEL CANVAS 43 6.1. VALUE PROPOSITION 44 6.2. CUSTOMER SEGMENTS 45 6.3. CHANNELS 46 6.4. CUSTOMER RELATIONSHIPS 47 6.5. REVENUE STREAMS 48 6.6. KEY RESOURCES 49 6.7. KEY PARTNERSHIPS 50 6.8. KEY ACTIVITIES 51 6.9. COST STRUCTURES 51 CHAPTER 7. MARKETING PLAN 53 7.1. MEDIA RECEPTION 53 7.2. WHISKY MASTERCLASS 54 7.3. EXPERIENCE WORKSHOP 55 7.4 FACEBOOK GROUP SEEDING 56 7.5. NFT COLLECTION 58 7.6. CODE OF ETHICS 60 CHAPTER 8. ORGANISATIONAL MANAGEMENT 61 8.1. ORGANIZATION STRUCTURE 61 8.2. COMPANY ESTABLISHMENT 63 8.3. LICENSE REQUIREMENT 63 CHAPTER 9. FINANCIAL PLAN 65 9.1. INITIAL INVESTMENT 65 9.2. CASH FLOW 67 9.3. INCOME STATEMENT 70 9.4. UNCERTAINTY AND RISK 71 CHAPTER 10. CONCLUSION 72 REFERENCE 74 APPENDIX 78 APPENDIX 1: CUSTOMER SURVEY QUESTIONS AND RESULTS 78 | - |
| dc.language.iso | en | - |
| dc.subject | 訂閱制 | zh_TW |
| dc.subject | 威士忌品酩 | zh_TW |
| dc.subject | Subscription model | en |
| dc.subject | Whisky consumption | en |
| dc.title | 威士忌品酩訂閱制商業計劃書 | zh_TW |
| dc.title | Whisky Experience Subscription Business Plan | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.coadvisor | 許文馨 | zh_TW |
| dc.contributor.coadvisor | Wen-Hsin Hsu | en |
| dc.contributor.oralexamcommittee | 孔令傑;堯里昂 | zh_TW |
| dc.contributor.oralexamcommittee | Ling-Chieh Kung;Leon van Jaarsveldt | en |
| dc.subject.keyword | 威士忌品酩,訂閱制, | zh_TW |
| dc.subject.keyword | Whisky consumption,Subscription model, | en |
| dc.relation.page | 81 | - |
| dc.identifier.doi | 10.6342/NTU202300965 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2023-06-08 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| 顯示於系所單位： | 商學研究所 | |
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|---|---|---|---|
| ntu-111-2.pdf 未授權公開取用 | 1.83 MB | Adobe PDF |
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