Department of Applied English
Southern Taiwan University of Science and Technology
Branding and Marketing Cosplay
Advisor:
鄧靖華
Groups Members:
王祉硯 498c0001
邱婉菁 498c0005
王姿錞 498c0019
顏雅雯 498c0020
黃家薰 498c0046
January 2013
Abstract
In view of the rise in the popularity of cosplay, we want to research into the
development of cosplay in Tainan where most people tend to be conservative. Since cosplay
is a new activity for the local people, it might be less appealing to them. Under such
circumstances, we are motivated to research whether a cosplay store or studio will run
successfully in Tainan. We also intend to explore various strategies to attract local people to
visit a cosplay studio. Furthermore, we endeavor to find out whether the local people will be
interested in a cosplay theme restaurant. To obtain people’s opinions, we spread this
information on the internet or in some particular places and invite people to fill out the
questionnaires. Based on the results of the survey, we work out a market analysis, SWOT,
and a business plan for our cosplay theme restaurant, ENJOY, including the decoration,
budgets, discount, and services. We aim to make it a profitable business.
摘要
在年輕人當中，角色扮演逐漸變成一個新的休閒活動，但是在保守的大台南地
區 ， 角 色 扮 演 的 服 裝出 租 店 還 是 不 多 。 因此 ， 我 們 的 專 題 主 要目 的 在 於 市 場 調
查 ， 以 便 了 解 是 否 可能 在 台 南 市 北 區 裡 經營 一 家 角 色 扮 演 主 題餐 廳 。 為 了 拓 展
商 機 ， 我 們 需 要 了 解有 多 少 當 地 人 口 對 角色 扮 演 有 興 趣 ， 並 有意 願 在 我 們 的 主
題 餐 廳 消 費 。 針 對 台南 市 的 高 中 生 和 大 學生 發 送 問 卷 ， 我 們 嘗試 了 解 這 個 族 群
對角色扮演主題餐廳 ENJOY 的看法，以及期待我們提供的服務。以這份問卷為基
礎，擬定出一份包含市場分析以及預算的商業計畫。 此外，我們更進一步策劃
如 何 吸 引 更 多 的 顧 客。 為 區 分 主 題 餐 廳 與傳 統 租 衣 店 的 不 同 ，我 們 為 顧 客 提 供
特 別 服 務 ， 如 ： 彩 妝服 務 、 專 業 攝 影 工 作室 ， 和 量 身 訂 做 的 服飾 ， 讓 角 色 扮 演
增 加 五 彩 繽 紛 的 生 活 樂 趣 ， 並 成 為 一 種 生 活 時 尚 。
Table of Contents
Introduction----------------------------------------------------------------------
1
Market Analysis-----------------------------------------------------------------
3
SWOT------------------------------------------------------------------------------
7
Decoration of ENJOY-------------------------------------------------------------
10
Discount---------------------------------------------------------------------------
12
Services-----------------------------------------------------------------------------
14
Budgets--------------------------------------------------------------------------
18
Location---------------------------------------------------------------------------
22
Conclusion ---------------------------------------------------------------- ---------- 24
AppendixI (Questionnaire Questions in English)--------------------------- 25
AppendixII (Questionaire Questions in Chinese)--------------------------- 30
Introduction
Cosplay is a kind of subculture which has been developing fast in Japan since 1990s.
Combining “costume” with “play,” cosplay is called “cos” for short. “Coser” is a name for
those who cosplay fictional characters. For good cosers, the first important point is they
should realize the characters they choose to cosplay or the characteristics of the characters
completely before they do it.
Traditionally, cosplay used to be recognized a childish and meaningless activity and
recreation only suitable for people who can afford to waste their time. However, cosplay now
is more and more acceptable for people. It has become a trend. Even those people who are
not crazy about comic books or animations may cosplay for fun in parties or night clubs.
As a subculture which has been developing for more than ten years in Taiwan, cosplay
boomed from 1998 on. Since a TV show about computer games reported cosplay in 2001,
lots of media have discussed the craze. The number of cosers has been increasing steadily
since 2001, and activities of cosplay are much more than before. Though in 2006, some
media, namely TVBS or ETTV, and some experts criticized cosplay as an immoral activity in
a stereotypical way, more and more people accept it as an interesting pastime. Nowadays the
biggest activities named Comic World in Taiwan, which used to be held twice a year in
Taipei, are held nine times annually around Taiwan. In addition, the participants in the CWT
1
increase rapidly in recent years. To meet those needs, more and more stores set up and sell
products related to cosplay like magazines, books, history, costume, and so on.
In view of the rise in the popularity of cosplay, we want to research into the
development of cosplay in Tainan where most people tend to be conservative. Cosplay is a
new thing for the local people, so it might be difficult for them to accept in the beginning.
Under such circumstances, we are motivated to research whether a cosplay store or studio
will run successfully in Tainan. In addition, we also intend to explore various strategies to
attract local people to visit a cosplay studio. Furthermore, we want to find out whether it will
work out well if we combine cosplay and a restaurant together in Tainan. We are curious how
many consumers will come to our costume store. More importantly, we want to know
whether the local people will be interested in a cosplay theme restaurant.
To obtain people’s opinions about opening a cosplay costume store in Tainan, we used
questionnaires. We spread this information on the internet or in some particular places and
invite people to fill out the questionnaire. Our main targets were students groups in colleges
in Tainan because most students love reading comic books and watching animations. In
addition, they have much more free time to do cosplay.
2
Based on the survey, we plan to open a cosplay costume store in Tainan for three
reasons. First, there are very few costume stores for cosplay in Tainan. Moreover, people who
like and do cosplay are increasing rapidly every year. The demand in the cosplay market is
obviously growing so that we would like to investigate whether it is a good timing to open
this kind of costume store now. Second, the number of cosplay stores in Tainan is much
lower than those of other big cities and the exploitable land is much bigger. Third, because
we are local residents, we can definitely know the needs for people who live in Tainan.
With the result of survey, we expect to find out whether many people are interested in
our store and figure out the best strategies for running a cosplay store to make profits. It is
possible that we will develop a project to apply for a loan of entrepreneurship from National
Youth Commission in order to initiate the business.
Market Analysis
To understand how many local people are fascinated with cosplay, we design a
questionnaire (See Appendix I & II). We distribute three hundred printed copies of the
questionnaire and one hundred online copies of the questionnaires through Google to senior
high students, college students, and people who are working. We focus on the local residents
in Tainan City because we want to know how many of them are interested in cosplay in order
to find appropriate strategies to make cosplay a fashion in Tainan and run a theme restaurant.
3
There are twenty one questions in our questionnaire, which consists of three parts. The
first section is about cosplay. The second section is about a theme restaurant. The third one is
about both cosplay and a theme restaurant. Through the questionnaire, we will be able to
integrate the local residents’ thoughts into our business strategies.
According to the results of our questionnaire, our interviewees do not have high interest
in cosplay. Based on the third question, we have found that the rate of the interest in cosplay
is low. The local people in Tainan think cosplay is a very strange activity which is not suitable
for them. Most importantly, one hundred and twenty interviewees stereotype cosplay as an
activity that wastes time and money, so they repel of it. Among them, ninety-one out of three
hundred and ten female residents find it horrible because they think that cosplay is really
weird and vulgar. They also think that the young people who do cosplay are bad children.
Thus, we have to find the solutions to change their negative attitude toward cosplay.
Figure 1 indicates the numbers of the male interviewees who are interested in and those
who reject cosplay. The blue bars represent the interest in cosplay, while the red ones
represent the rejection of it. According to the chart, male students in both high school and
university have higher interest in cosplay. Among the male interviewees, the university
students have the highest interest in cosplay. The others have the lowest interest. Seventy nine
male interviewees fill out the questionnaire. Forty four male interviewees are fond of cosplay,
while thirty five of them reject the activity. The number of the male interviewees who are
4
interested in cosplay is higher than the number of the male interviewees who detest cosplay.
Figure1:
30
The Interest in/Rejection of
cosplay:Male
25
Local Residnets
20
The Interest in cosplay
15
The Rejection of cosplay
10
5
0
Senior High
University
The Groups
Others
Figure 2 shows the numbers of female interviewees who are interested in and reject
cosplay. The blue bars reveal the interest in cosplay, whereas the red ones represent the
rejection of it. The vertical axis is used to measure the number of local residents. The
horizontal axis shows three different groups. Among these female interviewees, the university
students are highly interested in cosplay, while the others have very low interest in it. Among
one hundred and eighty five interviewees, ninety four female interviewees favor cosplay;
however, ninety one of them do not like the fancy activity. Thus, the number of female
interviewees who are likely to participate in cosplay is a little higher than the number of
female interviewees who repel cosplay. More females think that cosplay is an interesting
5
pastime that they would like to try one day.
Figure 2:
60
The Interest in/Rejection of
Cosplay:Female
50
Local Resdents
40
The Interest in cosplay
30
20
10
0
Senior High
University
The Groups
Others
Figure 3 tells us the people with whom customers want to patronize our theme restaurant.
There are seven different choices, each representing the preference of males and females.
Male consumers like to visit our restaurant with friends, classmates, and lovers. On the
contrary, female consumers prefer to come with friends, classmates, and a group of people
over ten. According to Figure 3, both male and female customers are more likely to visit our
theme restaurant with friends and classmates. Therefore, consumers will come at least in
couples. In this case, we will have more tables for two or four people.
6
Figure 3:
SWOT
Strengths:
Weaknesses:

Located in a popular region








Big shop
Private parking lot
Beautiful decoration inside
Relaxing and romantic atmosphere
Fascinating storefront
Having big ground beside the shop
Unique services other than renting
store and theme restaurant


Enough, comfortable and different
type of seats for every customers
Heavy expense for starting up and
running the such big store, such as
decoration, maintenance, and
repairs
Near a big renting store
High salaries for hiring a
professional photographer and a
visagiste
fewer people playing the cosplay in
Tainan




Higher prices to customers than
other coffee shop and renting shop
Various costume for cosplay,
dancing, and drama
7
Opportunities:
Threats:



Near Costco, an area with growing
business activities
Close to many popular shopping
streets and department stores
Growing subculture of cosplay

Retail accessory products



local people in Tainan tend to be
more conservative
Potential competition if similar
coffee shops and renting store are
built in Tainan
Potential failure if heavy expenses
are higher than turnovers for
months
To know more about our own niche, we would like to have SWOT analyses of our
competitors: Suehirochou Maid Theme Café and Chuan Kuo Dancing-clothes Inc.
 SWOT of Suehirochou Maid Theme Café
Strength
Weakness

Kinds of product is sundry

The signboard is inconspicuous

A variety of activities

No special signboard

Interactive games

Ordinary outlook of the floor of

The theme of maid is popular

Rich meal

The price of meal is reasonable
the building

The space inside building is
crowed
Opportunity
Threat

Close to the train station


Staff communicate with guests on its own
website
Other same kinds of restaurants
are opened

Location is hard to found

Too many stores stand on the
same road make it inconspicuous
8

SWOT of Chuan Kuo Dancing-clothes Inc.
Strength
Weakness

Online order system

Short opening time

Delivery

No discount on properties

Customization

Renting for a complete set

A wide variety of clothes

One size for the wigs

10 percent discount on renting over
ten costumes

20 percent discount for the students
Opportunity
Threat

Five chain stores

Located in declining district

Easy to arrive

Other costume rental stores

Easy to park cars

Close to neighboring schools
According to this analysis, we know there are some improvements for our theme
restaurant to do. For instance, we can offer the shipping service and online order system in
our store website. The customers can make an order easily and pick it up at home or a
convenience store. In addition, we can extend rental time to one week. The buyers will have
much time to enjoy the fun of cosplay.
9
Decoration of ENJOY
In our cosplay theme restaurant, ENJOY, 2 floors are open to our customers. The first
floor can accommodate 40 customers at the same time. Inside the restaurant, there are 40
seats, a bar, a cash counter, 2 lavatories (one for employees and the other for customers), a
kitchen, a pass-through and a display window of cosplay costumes.
The entrance will be a non-automatic door with a beaded crystal curtain attached.
Cosplay costumes will be displayed in glass windows to attract potential customers, including
the passers-by. On the left-hand side of the first floor, there are a cashier counter and a bar
with 7 seats. The kitchen and the meal delivery port are combined with the bar. Besides, there
are two lavatories for employees and customers. On the right-hand side, 2 bookcases are set.
This is the area where our customers can read books about cosplay. On the wall beside the
bookcase, there is a billboard for customers to write down their feelings and feedback about
our restaurant.
There are 2 areas for seats– indoors and outdoors. Considering every customer’s right to
choose their seats, we will have different kinds of tables, chairs-- single, double, and multiple
seats indoors and seats for four outdoors. There will be even an open space especially
designed for couples. To create a romantic atmosphere for customers choosing the space, we
will use items in warm colors such as light yellow chandeliers and soft blue wall paper in our
restaurant to stabilize people’s mood. On the other hand, customers who choose outdoor seats
10
will be closer to nature.
On the second floor, there is a long counter, a studio for taking photographs and a big
room for changing clothes and making up. The big room in the corner of second floor is
divided by divans into two areas: one for changing clothes, the other for making up. The
studio for taking photographs is next to the big room. In the studio, a green big stage setting
is against the wall in front of the door, and a computer for editing is between the stage setting
and the door.
The long counter is next to the entrance. On the counter, we record incoming and
outgoing of costumes with computers so that we can control the storage of costumes. There
are also a few seats for customers to wait for others. Next to the counter, a small room for
employees is in another corner of the second floor. This room is for the employee to put their
private stuff and rest. Some files on the customers and costumes also collect there.
Moreover, the space for storing all costumes is on the third floor. Various clothes, hats,
and shoes are displayed in different racks respectively for customers to pick up by themselves.
Those racks are placed in the middle of the room. Also, there are several locked display
cabinets against the wall around the room. A lot of accessories such as rings, necklaces,
earrings, bracelets, ties, belts, wigs, gloves, and some properties like plastic swords, guns,
fans are displayed in glass cabinets.
11
Discount
Cosplay is supposed to be a joyful activity, so we expect our customers to consume food
and drinks. To make customers who do not know what cosplay is familiarize with this novel
activity, we will introduce it through our theme restaurant, not just costume rental, so as to
give them different feelings. Besides, in our restaurant customers can have a place to get
some rest if they finish the deals of cosplay. Customers can communicate with the staff in our
store but also make friends and exchange their opinions with other guests to get other daily
information from different fields. Therefore, we plan to run a restaurant to offer set meals and
special meals for festivals.
Our theme restaurant offers regular meals except on special theme days. We also offer
signature dishes and courses. To boost the joyful atmosphere on topic days, our waitresses or
waiters will serve special meals in costumes. In the other words, every set meal will be
designed to symbolize the characteristics of each festival. The customers who consume for
seven times (called Golden 7) or for 1000 dollars in our restaurant will get a membership card.
In addition, we prepare birthday cakes for those customers who come to celebrate their
birthdays. All customers who order special birthday cakes have to make a reservation a week
before they come to the restaurant.
Four Basic Types of Discount:

The VIP card holders who consume at our restaurant in the month of their birth will have
12
15% off for every set plan, but the drinks are not included.

On special days like festivals or theme days, customers will have 15% off with the total
price of their orders. In addition, every customer will receive a present if they participate
in activities of theme days. We also take pictures for customers free of charge if they
bring cameras.

Basically, the customers who have the consumption for more than 500 dollars will get
10% off their total orders.

Point collection is available. Every time customers come to our restaurant will obtain
one point. If 10 points are collected, customers will have one free drink under 100
dollars; if 20 points are collected, one dessert which values no more than 200 dollars
will be offered for free. (VIP cards are needed)
Category

Birthday
Festival / Topic 
days
Discount
15% off for every set meal
15% off of the total price of their orders

Pictures-taking service

10% off of consumption of NT$ 500

One point got for NT$ 150

One free drink under 100 dollars when 10 points are collected; one
with
purchase
Point collection
13
free dessert under 200 dollars if 20 points are collected.

(VIP card is needed)
Basically, ENJOY is not reservation required, but for the convenience of our customers,
we accept reservation through e-mails 2 weeks before and through telephone from 9 a.m. to 5
p.m. one week before. Our opening time is from Tuesday to Sunday. If the festival is on
Monday, there will be activities and discounts one week earlier from Tuesday to Sunday.
In our theme restaurant, the prices of meals are rather reasonable. The lowest price is
sixty dollars. The cost of a meal is from NT$150 to 280. We will also have special offers
from time to time. Most importantly, we will offer a variety of tables for different numbers of
people to choose, especially a table for two or four.
Services
For costume rental, we did some surveys about the service in our questionnaire. The first
and second figures show what kinds of costume our customers need, and the third displays
what extra service they expect. Based on our questionnaire, we find out what services we
suppose to offer.
Figure 4:
First, we provide the costume for not
The reasons for renting
costume
only cosply but also performance in order to
attract customers and increase our brandwidth
14
For a
performance
13%
22%
65%
For the sake of
fondmemory
For an activity
in the beginning. As shown in the chart below, the blue section 65.3% of all reasons for
renting costume represents the motive for a performance. The other two sections, the reason
for the sake of fond memory and an activity are comparatively few less than the blue section.
This indicates that people less rent costume for the activities of cosplay but more for the
performance.
For this reason, we have various costumes for customers to take part in many activities,
including the clothes for cosplay and traditional costumes or the medieval dresses for dancing
and dram. Our costumes also comprise children’s clothes for festivals like Halloween and
Christmas or performances such as stage play, musical concert, and ballet.
In terms of cosplay costume, we separate it into a few main categories: Animation,
Comic books, Games, Novels, Movies, and Palm puppet shows. We study which kind
customers tend to like more, so that we can choose what kind of cosplay costumes to offer.
Figure 5 displays what kind of characters people want to cosplay: (1.) Animations, 24%; (2.)
Figure 5:
Comic books, 27%; (3.) Games, 17%; (4.)
The characters people want to
cosplay
Novels, 14%; (5.) Movies, 13%; (6.)
Palm puppet shows, 5%.
5%
13%
The blue and red sectors are
24%
14%
accounted for 50% approximately, while
17%
the orange sector, referring to characters
15
Animations
Comic books
Games
Novels
27%
in palm puppet shows, represents only 5%. The other three sectors are similar to each other.
This shows that people tend to have more interest in playing the role in the animations and
Figure 6:
The extra service people expcet
Make up
The number of people
120
104
100
80
78
71
60
40
28
20
Professional
photography in
the studio
Customized
costume
Costume sales
0
The extra service
comic books with costume. Therefore, we will put more emphasis on those two categories of
characters. Our costume will be more focus on those two and little on games, novels, and
movies but none on palm puppet shows.
Based on the two figures above, we will have to keep many clothes in the store, so it
becomes a big problem to manage a great quantity of clothes and accessories. Our customers
can choose and pick the clothes by themselves. Nevertheless, if they want the accessories,
they need to write down the assign numbers and give it to the employees with the clothes.
Even if we have this measure, multitudinous costumes still cause a problem.
To solve this problem, we will record every clothes and accessories in the computer to
help us check where they are and whether they are on shelf or when they are due. In this way,
16
our customers can ask the employee to take them down quickly, if they don’t want to go
upstairs to find the clothes and every accessory by themselves.
Although our most important service is that we offer our customers a great variety of
costumes, we still add other three service for attracting more customers to come and rent the
costume. Based on the survey, the services we offer include not only costume rental but also
making up, photograph-taking, and customized costumes.
As shown in the chart above, the number of people is on vertical axis; the extra service
is placed on horizontal axis. The highest red bar represents the demand for extra service of
making up. The blue and green bars, each with a particular content in its extra service,
represent professional photography in the studio and customized costume, respectively. The
lowest bar representing the extra service, costume sales, only goes to 28, a quarter of red bar.
This number of people is much less than others relatively.
According to the chart, we know that people much more expect those service offered by
our store. We will offer those extra services including making up, professional photography
in the studio, and customized costumes. Therefore, we will employ professional
photographers and a visagiste for our customers to have the best souvenir of playing cosplay.
Our photographers can edit the photo such as customer’s body, face, and the color of hair and
eyes. They also can change the green stage setting into any background even the scene in the
animation. Moreover, our visagiste’s technique is different from an ordinary one. He can help
17
our customers look like the characters they choose to play. Relative to the customized
costume, if customers apply for a Diamond Preferred Card, they can customize the costume.
It means they can apply for a new costume we don’t have or the ready-made costume in a
special size. The Diamond Preferred Card costs a customer one thousand for annual fee. If
customers consume more than ten thousand at a time, they can get a Diamond Preferred Card
for free.
BUDGETS (before opening)
ITEM
Unit: NTD
Decoration
1,000,000
Camera
10,000
Camera tripod
1,000
Background setting
5,000
Computer
25,000
Clothes
500,000
Cosmetics
10,000
Cooking utensils
100,000
Dishes
10,000
Cutlery
3,000
Cups and glasses
10,000
Cleaning tools
1,000
18
Tissues
600
Tableware
3,000
Others
2,000
Total
1,680,600
We have 15 tables in our restaurant, and each of them are four 4 people a time. That is to
say, we may have 36 customers at the same time. Cooking utensils are pots, pans, turning
shovels, and so on. Dishes will cost about 10,000, and includes bowls, soup plates, and plates.
We will prepare 120 sets of forks, knives, and spoons, and they are about NT 3,000 dollars.
Tissue papers are NT 300 dollars per carton and we will order two cartons at one time.
Tableware mats are NT 1,500 dollars per box, and we will have two boxes. Others are menus,
pens, and so on.
Every month, we will demonstrate 3 to 5 costumes of the hit characters in comic books
or animations for selling and renting. Some people may want to cosplay the same characters,
so we need to prepare more than one suit a time. Our prices are not too expensive. We will
check the prices in the other store, and set our prices a little lower than theirs or as same as
theirs to attract our customers. However, we will make sure that we still gain enough profits.
If our price is more expensive than others, we will show our customers that our products can
last longer and are more delicate than others. Or, we will give customers some coupons to
make them feel good and gain chances that they consume in our store again.
19
To expand the market, we will join the exhibitions related to comic books or animation,
for instance, CWT, FF, etc. When we join the exhibitions, we have more chances to meet
those who really love and do cosplay, and it is a perfect timing to promote our store to them.
Every three months, we will hold activities such as a cosplay competition on our own and
offer tempting prizes to attract customers.
We check every detail from the orders on the internet and give them feedback in three
days on our own website or by cell phones. We will advise our customers to come to the store
to check their sizes. After we make sure what our customers need, we will do our best to
satisfy them. We will have nice communication with our customer to make them feel good
and have repeated consumptions. We welcome comments and suggestions from our
customers and we will respond to them as soon as possible. We want to make people
understand more about cosplay and take it as a decent leisure activity.

Estimate Annual Budget for Running a Theme Restaurant
ITEM
Unit: NTD (Per Year)
Employee wages
1,200,000
Maintenance and repairs
60,000
Accessories and clothes
180,000
Ingredients
78,000
Laundry charge
18,000
Makeup bill
24,000
20
Photograph charge
43,200
Phone bills
3,600
Utilities bill
300,000
Gas bill
39,000
Other office expenses
24,000
Business taxes
12,000
Insurance
1,500
1,983,300
Total
We estimate that it will cost approximately 2 million dollars in total every year for
running the theme restaurant. All expenses are considered carefully. In order to lower the
budget, we search for quoted prices of several companies to find the best prices. But, as the
top priority for us, the quality of the service should not be sacrificed for the sake of cost
saving.
Our theme restaurant will hire five employees. At first, the salaries for workers might be
lower. With the increase of net incomes, all staff can share some bonuses since good welfare
will motivate employees to throw themselves body and soul into their work. Besides, we plan
to arrange a free two-day trip at the end of the year for our employees. In important festivals,
we will also present them gifts to show our heartfelt thanks to them.
To give customers excellent service, we order fresh ingredients and latest accessories
every week. In order to ensure the quality of our costumes, our employees must inspect and
record broken facilities every day for repairs. Most important, we prefer modern equipment
21
since comfortable environment will attract numerous clients to patronize our restaurant. We
believe that the customers will be satisfied with our theme restaurant.
As for the strategies of restaurant management, we will carry out some discount
campaigns to increase its income because of the enormous expenses of running a restaurant.
For instance, check-in at our cosplay theme restaurant -- ENJOY. In the daily life, it’s
common to see lots of people use their smart phones to chat with friends in the social
networking sites. They will get 10 percent discount of all meals if people patronize our
restaurant.
In case some students have no smart phones, we also give them this special discount
when they bring their student’s identity card to our restaurant. Furthermore, there will be
promotion to encourage customers to buy one and get one free of particular meal on the first
day of every month. People can save their money and invite their good friends to our
restaurant by this chance.
Location
Figure 7 showed that where the theme restaruant will be. The theme restaruant will be
located NO.427, Wen-Shian Road, North District, Tianan City near the Costco. The major
road is the Wen-Shian Road. Our restaruant is near the B&Q. There is a also gas station in the
north of the restaruant.

Primary Market Area: the customs who go to the Garden Night Market, Shiau-Bei
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Market, three sections Shi-Men Road, and Shi-Nung Road.

Secondary Market Area: the populations living in other districts, who take the bus,
drive the car or ride the motorcycle.
Figure 7:
The market areas encompass Tainan city and its suburb. There are companies, schools,
universities, senior high schools, and the residential area near our restaurant.
The local
population in the Northern District is approximately 1,800,000. The age of our potential
customs ranges from the seven-year- old to the thirty-year-old.
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Conclusion
Cosplay is an activity that is more and more acceptable and available nowadays.
However, there are few store related to cosplay. It means that cosplay theme restaurant has
great potential for future development. Then we have a good site on the main road. The store
is near the spots where people gather and shop, for example, Costco, markets, and so on. Our
store will also be a magnet someday.
Our cosplay theme restaurant, ENJOY, will be a
promising busines. To attract everyone, the advertisements and the commercials will be
shown in newspapers and on the internet such as an introductory video on the youtube, a
short clip on our own facebook. Once the store draws people’s attention, people will come
and consume in the store. We have confidence that customers will be satisfied with the sweet
services, the cheerful atmosphere, and the nice products. Then they will talk about our
restaurant to each other and come again for cosplay. The store will hold some activities to
impress our consumers. The innovative services, for instance, making up and taking photos
for customers will also be the vintage niche of our restaurant. ENJOY is an attractive cosplay
theme restaurant, and it is for sure a store that will gain profits.
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Appendix I
Cosplay Theme Restaurant
Questionnaire
Dear everyone. We are the students from the department of Applied English at Southern
Taiwan University. For our graduation project, we need your precious opinions and
cooperation. This questionnaire is only for our survey, rather than any other purposes. All
information will be kept confidential. Thank you for your cooperation.
Gender: Male Female
Status: Senior high University Others (ex. Junior high, Graduate schools, Workers)
Age: Under 14  15 to 19 20 to 24 More than 24
Residents in Tainan city: Yes No
Part I : Costume Rental Store
1. What do you think about cosplay?(multiple-choice)
Positive
____ 1. Newfangled
____ 2. Interesting
____ 3. Playing the roles they imitate
____ 4. Making friends from every field
Negative
____ 1. Childish
____ 2. Harmful to morality
____ 3. Wasting time and money
____ 4. Only for fans of comic books
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2. Would you reject people who participate in activities of cosplay?(Please provide reasons)
Yes __________________________________________________
No___________________________________________________
3. Do you participate in cosplay? (Please provide reasons)
Yes __________________________________________________
No___________________________________________________
Yes
No
4.
Is it reasonable to charge for meals from one hundred fifty to two hundred eighty?
Yes
No
5. Do you have any experience in cosplay?
Yes
No (Please skip to the question 6)
6.
What category do the characters you cosplay belong to?
Animations Comic books Games Novels Movies Palm puppet shows
7.
Have you ever rented any costume?
Yes
No (Please skip to the question 9)
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8.
Why did you rent costume? (multiple-choice)
For a performance (play or show)
For the sake of fond memory
For an activity
9.
What extra service do you expect a costume rental store to offer?(only one choice)
Make up
Professional photography in the studio
Customized costume
Costume sales
PartⅡ: Theme Restaurant
1. Is it OK to charge a minimum of sixty dollars?
Yes
No
2. Is it reasonable to charge for meals from one hundred fifty to two hundred eighty?
Yes
No
3. Who do you want to patronize a cosplay theme restaurant with? (multiple-choice)
Alone Lover Colleagues Family Friends Classmates Group (over ten people)
4. Why do you patronize a cosplay theme restaurant?
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A newfangled trend Invitation of friends Enthusiasm for cosplay Other__________
5. When do you like to patronize a cosplay theme restaurant?
Lunch Dinner Any time
6. How often would you patronize a cosplay theme restaurant in one month?
Once or less Twice Three times Four times Five times More than five times
7. What is your favorite alternative for discounts?(only one choice)
Birthday Holidays  Purchase program at a target amount Bonus points
8. When choosing a restaurant, what is the most important factor for you?
Environment (decoration, theme, hygiene)
Food (freshness, kind, main courses)
Service (attitude, uniform, speed of serving, special program)
Convenience (place, order, numbers of seats)
Part III: Combination Restaurant with Costume Rental Services
1. Are you more willing to consume in a restaurant which also offers costume rental services?
Yes No Not sure
2. Would you like to look around in a costume rental store when you are having meals in a
restaurant adjacent to it?
Yes No Not sure
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3. Would you like to have meals in an adjacent restaurant as you consume in a costume rental
store?
Yes No Not sure
4. Have you ever heard of any combination restaurant that offers costume rental services? If you
do, how did you hear about that? (multiple-choice)
From a friend From your family From a colleague Spotted incidentally On the
internet In advertisements In a magazine Never
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Appendix II
Cosplay 複合式主題餐廳
問卷調查
您好，我們是就讀南台科大應英系的學生，由於製作學校畢業專題，需要各位寶貴
的意見與配合。本問卷僅供研究之用，資料不會外洩，敬請放心作答，謝謝您的合作。
性別: □男 □女
目前就讀學歷：□高中 □大學 □其他（ex:中小學、研究所、社會人士）
年紀: □14 歲以下 □15 ~ 19 歲 □20 ~ 24 歲 □25 歲以上
居住地(台南): □是 □否
第一部分: COS 租衣
1. 對 COS 有什麼印象?（可複選）
□正面_____ 新奇 有趣 可更融入角色 可擴展社交圈
□負面_____ 幼稚 傷風敗俗 浪費時間與金錢 只有宅男與宅女才會參與
□沒印象___________________________________________________(原因必填)
2. 是否能接受別人 COS?
□是
□否________________________________________________(原因必填)
3. 是否能接受自己 COS?
□是
□否________________________________________________(原因必填)
4. 是否有 COS 的經驗?
□有
□沒有 (請跳至第六題)
5. COS 的角色是屬於哪一類? (可複選)
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□動畫
□漫畫
□遊戲
□小說
□電影
□布袋戲
□電影
□布袋戲
6. 是否想嘗試 COS 哪一類角色? (可複選)
□動畫
□漫畫
□遊戲
□小說
□都不想
7. 是否有租衣經驗嗎?
□有
□沒有 (請跳至第九題)
8. 租衣原因為?（可複選）
□戲劇表演
□私拍(私下自己拍)
□外拍(讓別人拍)
9. 您最希望 COS 租衣店能額外提供什麼服務?（單選）
□化妝
□室內專業攝影師拍照
□訂做衣服
□購買現成衣服
第二部分: 主題餐廳
1. 是否可接受最低消費金額為 60 元?
□是
□否
2. 是否可接受餐點價位為 150 ~280 元之間?
□是
□否
3. 會想跟誰一起光顧本店? (可複選)
□獨自 □情侶
□同事
□家人
□朋友
□同學
□團體活動(10 人以上)
4. 光顧的原因為?
□新奇
□朋友邀約
□Cosplay 愛好者
□其他_______________________
5. 喜歡於何時光顧本店?
□午飯
□晚飯
□任何時候
6. 一個月平均次數為?
□1 or 更少
□2
□3
□4
□5
□5 次以上
7. 最喜歡的折扣方式為?（單選）
□壽星
□節日
□消費滿額會打折
□集點
8. 選擇餐廳時，您認為以下哪項因素最為重要?（單選）
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□環境(裝潢、主題、衛生情況)
□食物(新鮮度、種類、招牌菜色)
□服務(服務生態度、制服、上菜速度、特別節目)
□方便程度(地點、訂桌服務、座位數量)
第三部分: 綜合
1.
COS 租衣加上餐飲服務是否會提高前往消費的意願?
□是
□否
□不一定
2. 光顧 COS 租衣店會想同時在主題餐廳用餐嗎?
□是
□否
□不一定
3. 光顧主題餐廳會想 COS 租衣嗎?
□是
□否
□不一定
4. 過去是否有去 cos 租衣結合餐廳類似的經驗?如果有，通常是藉由何種管道得知?
□同好或朋友推薦
□網路
□雜誌
□同事
□自己發現 □沒有
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□家人
□廣告 DM