國際連鎖速食餐廳區位選擇之研究－以台北市麥當勞速食店為例

台灣在社會轉型過程中，隨著市場開放，產業的競爭態勢越來越明顯，以國際連鎖速食業經營而言，主要領導品牌麥當勞速食店，其經營成功最重要的關鍵因素與「正確地選擇商圈及地點」有重要關聯。但台灣本土連鎖產業在商圈評估及店址選擇人力及技術上卻普遍無法與國際連鎖產業抗衡，於是失敗而退出市場者眾多。因此本研究之目的，暨藉由GIS技術之應用，探討國際連鎖速食店區位選擇之模式，所得結果可提供相關產業在經營策略制訂之參考，並據以提高企業的存活率及市場佔有率。本研究透過文獻回顧，針對研究餐廳區位選擇或相關的文獻中，找出區位選擇時之影響因子並加以統整計算，共得26個問項，問卷採用主成份分析法得到五個主要因素構面，其中以商圈條件及交通條件最爲重要。接著以上述之商圈條件及交通條件兩因素構面中，選擇最重要且可以量化的八個區位條件，透過地理資訊系統(GIS)建立一個速食店區位潛力評估模式，結果發現不論是在中心商業地區或是外圍地方商圈，皆可找出較正確設點的潛力區位。

關鍵字

區位選擇；主成份分析；地理資訊系統GIS

並列摘要

In Taiwan, it can be seen extreme competitions among industries resulting from rapid social changes. However, some international chain industries are doing successfully and outstanding from competitions. One of them is the world-known McDonald Fast Food Industry. Many researches comment that the main attribute contributing to McDonald's big success is 'optimal location selection'. Given this, the study thus tried to find out what are the influential factors for location selection, in particular for such an international fast food chain industry, and further attempted to establish the most optimal models for location selection of the restaurant by using the method of GIS (Geographic Information System). It was hoped the results could be helpful with policy decision-making regarding restaurant location selection. The study not only carefully reviewed literature but also paid much attention to the frequencies that each attribute had been mentioned. After all, there were 26 most frequently used attributes emerged and used in the questionnaire, As for the data analysis, the method of principal component analysis was conducted to condense the above 26 attributes into five factors. Also, the result shows that the factors of 'traffic conditions' and 'commercial district conditions' are more influential than the rest. Again, from these two factors, there were eight conditions derived and then examined by Geographic Information System. The result indicates either in the central business district or outskirt zone there are the optimal locations. Finally, the study went on develop an optimal model to predict the location potentiality for an international chain fast food restaurant. As it results, the model with the above six conditions as evaluation criterions is successfully developed. According to the model, a location potentiality value higher than 8 would predict the establishment potentiality of a restaurant, either in CBD or outskirt zone, Therefore, a conclusion may be drawn here that the model serves as a useful evaluation on the establishment of international chain fast food restaurant and it can be the most optimal one.