新設shgrocery之商業企畫書 / Abstract
This thesis examines how Shgrocery, a 3-month old online grocery delivery company, has been set up in Shanghai, taking into account the opportunity in the market and how the researcher has studied the online consumer behavior and build the business and company framework, with the main customer target being the foreigners living in the city.
When a company is being formed a lot of components are interrelated and the thesis explores on 6 of these components which are; (1) How do we create value? (2) Who do we create value for? (3) What is our source of competence? (4) How do we competitively position ourselves over others? (5) How do we make money? and (6) What are our time, scope and size ambitions?
Using these six components as the guideline the thesis is divided into 5 chapters each related to one another. Readers will find that various methodologies of starting a business model are delved upon in the first chapter. In the Second chapter the market characteristics of Shanghai are explored and the researcher has used a marketing survey to answer various questions related to consumer food purchasing and online habits in Shanghai. The researcher uses convenient sampling as his method of market analysis for the thesis and also uses references from articles and websites. Interesting observations are found with regards to the consumers purchasing habits and online behavior. Moreover, competitors having a similar online business is studied and strategies to differentiate from them is devised.
In chapter three the researcher develops the website, company process and structure, by using the findings and the methodologies of the first two chapters. An analysis is done on the pricing of the products, website and the company using SWOT and Porter’s five forces.
Different methods of effective promotions at minimum cost are delved on in chapter 4, with a concentration on word of mouth marketing which is most apt for the company in the current scenario, which is then followed by how the company saved cost in the beginning of the business and the estimated return on investment for the next three months. Readers also catch a glimpse of how the company plans to expand in the coming months.
Readers will observe the significance of the findings in the strategy devised to survive in the market and will understand how finding the answers to the six different components has helped the researcher in building his own online business and similarly he hopes that reading this thesis will help future entrepreneurs to start their own business in China or any other parts of Asia.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093933016 |
| Creators | 馬睿德, Khan, Raedeep |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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