摘要 本文为“木头和弦”商业计划书。该创新商业计划旨在提高制琴师（制作弦 乐器负责人）技能。 高品质的演奏离不开制作精良的乐器。该计划将创办一家弦乐器工作室，认 证制琴师保罗奥特罗（Paul Otero）将在工作室创造品质独特的小提琴，小提琴 音质上乘，将得到全球认可。此外，为了与客户分享音乐激情，提供真实体验， 工作室会配备两个隔音房间，供人们租用，进行授课、乐器鉴赏等其他音乐相关 活动。 为推动该项目的实施，作者制定了完善的各阶段计划。首先，作者将深入分 析音乐和乐器制造业的背景和现状。其次，作者将详细介绍在西班牙的经营理 念，包括营销和财务计划，增强未来业务的盈利能力。 关键词，音乐；制琴；弦乐器；小提琴；音质III Abstract The following document is a final thesis based on Wood & Strings business plan. It is a new business idea that arose with the aim of update the craft of luthier, the person in charge of making stringed music instruments. Based on the reasons that make instruments achieve a high quality of performance, it has been created a stringed instruments workshop where the certificated luthier Paul Otero is going to create unique pieces that will be recognized worldwide due to their proven sound quality. In addition, and with the aim to offer to customers the real experience of share their music passion, two soundproof rooms are going to be available for those people who want to rent them in order to impart music classes, taste instruments and other activities related with music. In order to present this project, all stages of the plan have been developed. It starts with a deep analysis of the background and current status of the music and instruments construction industry. Later on, the proposal of the business idea that is going to operate in Spain soon is detailed, including marketing and financial plan that support the future and profitability of the business. Keywords: Music Industry; Stringed Instrument; Violin Maker; Sound Quality; Music Instrument ShopContents Acknowledgments ............................................................................................................. I 摘要..................................................................................................................................II Abstract........................................................................................................................... III Chapter One Introduction ................................................................................................. 1 1.1 Background................................................................................................................. 1 1.2 Current status.............................................................................................................. 2 1.3 Research implications................................................................................................. 5 1.3.1 Theoretical implications....................................................................................... 5 1.3.2 Practical implications........................................................................................... 6 1.4 Research contents and methods.................................................................................. 7 1.4.1 Research contents ............................................................................................... 7 1.4.2 Research methods ............................................................................................... 8 Chapter Two Literature review......................................................................................... 9 2.1 Literature review......................................................................................................... 9 2.2 Models/concepts/frameworks................................................................................... 14 2.3 Application of the relevant models/concepts/frameworks ....................................... 18 Chapter Three The opportunity and innovations............................................................ 20 3.1 The opportunity ........................................................................................................ 20 3.1.1 Market research.................................................................................................. 21 3.1.2 The gap .................................................................................................................. 25 3.2 Industry analysis ....................................................................................................... 26 3.2.1 Current competitive situation + PEST ............................................................... 29 3.2.2 Projected strategic moves by current players..................................................... 31 3.2.3 Changes brought to the competitiveness of the industry by the new venture.... 31 3.3 Innovations brought to the industry by the new venture .......................................... 313.3.1 Intellectual property/patents .............................................................................. 33 3.4 Strategy..................................................................................................................... 35 3.4.1 Sources of differentiation and competitive advantage....................................... 41 3.5 Ethics and sustainability ........................................................................................... 42 Chapter Four The company and team ............................................................................ 45 4.1 Legal structure .......................................................................................................... 45 4.2 Ownership................................................................................................................. 49 4.3 The advisory board ................................................................................................... 50 4.4 The management team.............................................................................................. 51 4.4.1 Expected contributions by each team ................................................................ 51 4.4.2 Expected salary .................................................................................................. 52 Chapter Five Marketing plan.......................................................................................... 54 5.1 Identification of customers ....................................................................................... 54 5.2 Number of potential customers and potential sales revenues................................... 56 5.3 Requirements of various customer segments ........................................................... 58 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etc. for these segments....................................................................................................... 58 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e- commerce, etc. ............................................................................................................ 59 5.4 Appropriate sales and promotion approaches........................................................... 60 5.5 Analysis of how purchase decisions are made, and how/if this behavior can be changed........................................................................................................................... 63 5.6 Customer price sensitivity ........................................................................................ 64 5.7 Cost of acquiring and retaining customers ............................................................... 65 5.8 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market..................................................................... 66 Chapter Six Operating and Financial plans .................................................................... 686.1 Convers