從經營效能觀點探討加盟系統區顧問的功能作為

加盟總部與加盟店的關係密切，而區顧問則扮演著雙方間溝通橋樑的角色，因此，彼此間關係能否良性發展，是加盟系統共存共榮的重要因素。本研究旨在以經營效的視角探究區顧問的功能作為對加盟系統的影響，本研究採用質性研究方法以個案訪談法了解區顧問的功能作為。本研究的目的有二：一、隨著連鎖加盟體系發展的標準化規模化後區顧問的功能角色。二、探究區顧問在連鎖加盟系統中產生經營效益的具體作為。本研究之研究對象以三位在連鎖企業歷練過區顧問的高階主管做為主要的訪談對象，並另外訪談三位資深加盟主做為驗證訪談內容。根據研究結果，本研究綜合歸納出以下幾點結論：一、區顧問的領導作為特徵存在於「提高生產效益」、「彈性經營管理」、「檢核管理」、「提高顧客滿意」、「優化店鋪形象」、「運用資料管理」，另外還存有總部「單品賣場佈局」與加盟店「訓練排班」的功能特徵。二、連鎖加盟體系標準化規模化後區顧問的功能作為更為重要。三、區顧問功能作為是個循環不斷的動態歷程，透過區顧問能將連鎖總部與加盟店的合作發展至完整和諧狀態。四、區顧問只有在加盟主完全信賴相互合作下才能達到最好的經營效益。關鍵詞：連鎖加盟、區顧問、店經營效益、管理能力

關鍵字

連鎖加盟

並列摘要

The franchise headquarters and franchise stores have a close relationship, and the district consultant plays the role of a communication bridge between the two parties. Therefore, whether the relationship between them can develop healthily is an important factor for the coexistence and common prosperity of the franchise system. This study aims to explore the impact of the district consultant's leadership on the franchise system from the perspective of operational effectiveness. This study uses qualitative research methods and case interviews to understand the district consultant's leadership. The purpose of this study is twofold: First, to explore the characteristics of district consultants’ leadership in generating operational benefits in the chain franchise system. Second. With the development of chain franchise system and the standardization and scale-up, the functional role of district consultants will be played. The research subjects of this study were three senior managers who had experience as district consultants in chain enterprises as the main interview subjects, and three senior franchisees were also interviewed as verification interview content. Based on the research results, this study summarized the following conclusions: 1. The leadership of district consultants is characterized by "improving production efficiency", "flexible operation management", "inspection management", "improving customer satisfaction", "optimizing store image", and "utilizing data management". In addition, there are The functional characteristics of the "single product store layout" of the headquarters and the "training schedule" of the franchise stores. 2. After the chain franchise system is standardized and scaled up, the leadership of district consultants becomes more important. 3. District consultant leadership is a cyclical and dynamic process. Through district consultants, the relationship between chain headquarters and franchise stores can be Cooperation develops into a state of complete harmony. 4. District consultants can only achieve the best operating results when franchisees fully trust and cooperate with each other. Keywords: Chain franchise, District consultant, Store operation efficiency, Management ability