指導教授：陳俊忠臺灣大學：國際企業管理組游鈞婷Yu, Chun-Ting JenniferChun-Ting JenniferYu2014-11-302018-06-292014-11-302018-06-292014http://ntur.lib.ntu.edu.tw//handle/246246/263682This business plan illustrated how to start-up a successful retail business in Taiwan, based on the research and the retail management experience through parental company. Diamond Plus provides an access to the current wedding industry situation. This business plan also builds on the basis of more than thirty years of footwear retail experiences. The foundation of this business lay out through its core principles and products. This business plan used wedding shoes as product to enter the wedding industry and then further develop into different aspect such as wedding consultant, wedding accessories, honeymoon and etc. We will become pioneer in the wedding industry to provide the custom customer services for the wedding shoes. After stabilized the footwear business, the he business plan also addresses other possible business opportunities to help expand the gross profitability.Table of Contents Thesis Oral Committee Defense Committee Certification……………………………-i- Acknowledgements……………………………………………………………………-ii- Abstract………………………………………………………………………………..-iii- 1. Executive Summary……………………………………………………………......-1- i. Objectives…………………………………………………….…-1- ii. Mission…………………………………………………….……-2- iii. Key to Success…………………………………………………..-2- 2. Introduction and new business of enterprise………………………………………-3- i. Company Ownership……………………………………………..-3- ii. Start-up Summary…………………………………………….…..-4- 3. Industry Analysis……………………………………………………….………….-6- i. Competition and Buying Patterns………………………………...-6- ii. SWOT…………………………………………………………….-7- iii. Porter’s Five Force……………………………………………….-8- 4. Products Market and business analysis…………………………………………-11- i. Products…………………………………………………………..-11- ii. STP……………………………………………….………………-12- 1. Marketing Segmentation………………………………...….-12- 2. Targeting Market…………………………………….….…..-13- 3. Market Position…………………………………….….…….-14- 5. Business Model Design……………………………….………………………….-15- i. Value Proposition…………………………………………….…..-16- ii. Customer Segments……………………………………………-18- iii. Channels………………………………………………………..-22- iv. Customer Relationships………………………………………..-26- v. Key Resources………………………………………………….-27- vi. Key Activities…………………………………………………..-28- vii. Key Partnerships………………………………………………..-29- viii. Cost Structure…………………………………………………...-32- ix. Revenue Streams………………………………………………..-33- 6. Marketing Strategy and Implementation Strategy………………………………..-35- i. Sales Strategy…………………………………………………..-35- ii. Milestones………………………………………………………-37- iii. Marketing Strategy……………………………………………...-38- iv. Website Marketing Strategy…………………………………….-38- v. Development Requirements……………………………………..-39- vi. Mobile Application………………………………………………-39- 7. Financial Capital Plan…………………………………………….………………-41- i. Important Assumptions…………………………………………..-41- ii. Break-even Analysis………………………………….………….-41- iii. Projected Profit and Loss…………………………………………-42- iv. Projected Cash Flow………………………………………………-43- v. Projected Balance Sheet…………………………………………..-44- 8. Conclusions and Discussion……………………………………………………-46- Reference……………………………………………………………………………-47-1603658 bytesapplication/pdf論文公開時間：2014/07/29論文使用權限：同意有償授權(權利金給回饋本人)新娘鞋thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/263682/1/ntu-103-R01749030-1.pdf