國際速食連鎖店選址之研究

The Study of Fast Food Chain Stores Site Selection

許富城(Fu-Cheng Hsu)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2006年)

摘要

台灣產業結構已由製造業轉型為消費者需求導向的服務業，而其中的餐飲產業更是國人喜歡投入的行業，目前台灣餐廳連鎖加盟如雨後春筍般到處林立，然而，根據統計指出餐飲業營運五年的存活率只有17%，營運十年的存活率只有7%。在此種競爭激烈的環境下營業地點的選擇成為成功關鍵因素，那些才是確保連鎖餐廳選址成功的關鍵性因素?而國際連鎖速食店如麥當勞與肯德基採用科學化的選址評估模式在世界各地成功的複製，本研究即針對速食店在選址的因素、選址的基本原則、選址的方法進行系統的探討，期能為台灣本土連鎖餐廳業尋求出些有效的發展途徑。本研究範圍針對競爭環境最激烈的台北市某一品牌速食店為研究標的，透過深度訪談。最後以層級分析法（Analytic Hierarchy Process, AHP）法，建立店址選擇層級架構與評估模式，可有效提升店址決策之品質。

關鍵字

餐飲業 ； 連鎖店 ； 速食店 ； 層級分析法

並列摘要

Service trade that the industrial structure of Taiwan has already make the transition been for consumer's requirement and demand guided by the manufacturing industry, and the food and beverage industry among them is that compatriots like the trade of putting one's back into even more, the restaurant chain of Taiwan is joined and stood in great numbers everywhere like the mushrooms after rain at present, however, point out according to statistics that the catering trade operates only 17% of survival rate of five years, operate only 7% of survival rate of ten years. The choice of the location of business is it succeed in to become the key factors under like this environment with keen competition, do those guarantee the successful key factor that the chain restaurant select site? And the international chain fast food restaurant adopts scientific site selection to assess the way in the successful duplicating of all parts of the world such as McDonald and KFC, factor , basic principle selecting site , method selecting site that this research is selecting site to the fast food restaurant promptly carry on the systematic discussion , issue can is it produce some effective approaches to development to seek for Taiwan native country chain restaurant industry. This research range was marked in order to study to fiercest a certain brand fast food restaurant of Taipei of competitive environment, pass depth interview. With the law of analytic approach of the level (Analytic Hierarchy Process , AHP ) finally , set up the shop location and choose the level structure and assessment way, can improve the quality of the location decision of the shop effectively

並列關鍵字

Catering trade ； Chain Store ； Fast Food Restaurant ； Analytic Hierarchy Process.

參考文獻

〔6〕林哲宏，便利商店商圈調查之實證研究，正修學報，第十一期：147-158，1988。

〔1〕Applebaum, W. and S. B. Cohen (1960), ”Evaluation Store Sites and Determining Store Rents”, Economic Geography, January 1, 1960

〔2〕Applebaum, W. (1966), ”Methods for Determining Store Trade Area, Marketing Penetration and Potential Sales”, Journal of Marketing Research, Vol. 3, pp.127-141

〔4〕Belton, V. and A. E. Gear (1983), “On a Shortcoming of, Satty's Method of Analytic Hierarchies”, Omega, Vol.11 No.3, pp.227-230.

〔5〕Belton, V. and A. E. Gear (1985), “The Legitimacy of Rank Reversal─A Comment”, Omega, Vol.13, No.3, pp.227-230.