以因素分析建立連鎖餐飲業店面選址評估模式之研究—以M公司為例

A research of the evaluating model for store-location in chain food and beverage industry through factors analysis— the case study of M cooperation

葉力群(Li-Chun Yeh)

指導教授 ： 黃銘智

國立臺北科技大學/設計學院/創新設計研究所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00630

摘要

近年來，連鎖餐飲業在台灣蓬勃發展，許多業者紛紛投入，競爭相當激烈，因此業者必須以創意多元的經營模式吸引顧客。例如在店址選擇、店面裝潢、經營模式、服務品質、餐飲的獨特性…等因素上，發揮創意。所以，不同的創意、不同的經營模式，決定企業是否成功的因素也就愈來愈多，難以評估。
連鎖業具備(1)集中管理(2)商店的相似(3)兩家或兩家以上的零售據點等特徵(Stern & EL-Ansary, 1988)。其具標準化經營模式，各分店的條件都相同，因此可縮減眾多不確定因素的風險。從許多文獻中，發現連鎖餐飲業的影響因素，大都強調店址選擇的重要性。而影響店址選擇的因素多而複雜，往往依賴決策者的主觀判斷選擇各分店的店址。為了改善此現象，本研究以台灣連鎖餐飲業M公司的門市資料，使用因素分析進行研究，有效簡化資料，並保留原始資料結構，找出真正的影響因素。最後，運用影響因素建立店址選擇評估模式，並加以驗證。結果證實本研究所提之店址選擇評估模式能有效評估選址決策的正確與否，使得決策者可以更加的科學化選擇店址。

關鍵字

店址選擇 ； 評估模式 ； 連鎖餐飲業 ； 因素分析

並列摘要

In recent years, the chain food and beverage industry in Taiwan rapidly develop. Many entrepreneurs invested in abundance. Competition was quite intense. Therefore, entrepreneurs must attract customers by variously creative business models. For example, selection of store-location, decorations of shop, business models, quality of service, distinctness of food and beverage and so on factors. Therefore, factors that decide whether enterprises succeed are getting more and more. It is difficult to evaluate.
The chain industry has (1)centralized management (2)similar store (3)two or two above retail shops and so on characteristics(Stern & EL-Ansary, 1992). There is a standardizing business model. Branch stores’ conditions are mostly same. Therefore, it may reduce numerous uncertain risks. From literature, discovered that chain food and beverage industries those influencing factors are mostly emphasize selection of store-location. Obviously, it is certain importance. But factors affecting selection of store-location are much and complex. It often rely on policy-maker's subjective judgment that select every branch stores-location. In order to improve this phenomenon, this research analyzes data of chain food and beverage industry M Corporation by factor analysis that can simplify data effectively and retain original data structure to find true influencing factors. Finally, it establishes the evaluating model for selection of store-location by influencing factors and verifies it. The result proves that the evaluating model for selection of store-location established by this research can effective correctly evaluate strategy for selection of store-location. It makes the policy-maker more scientific in selection of store-location.

並列關鍵字

Store-location ； Evaluating model ； Chain food and beverage industry ； Factor analysis

參考文獻

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