咖啡連鎖店經營績效實證研究

Experimental Study on The Business Efficiency of Coffee Chain Stores

章瓊文(Chiung-Wen Chang)

指導教授 ： 陳以明

元智大學/工程學院/工業工程與管理學系/碩士(2005年)

摘要

本研究旨在應用資料包絡分析法（Data Envelopment Analysis，簡稱DEA），進行咖啡連鎖店之經營績效研究，進而提出改善績效之對策。
本研究選取四項投入變數，分別為「坪數」、「座位數」、「每月平均總時數」及「營業費用」，同時選取「營業收入」及「來客數」兩項產出變數。以資料包絡分析法尋求出影響此連鎖店的關鍵變數，並做各店效率的評估，找出具效率店及不具效率店之間的差異，避免不當的資源浪費，供業者做改善經營績效及展店的決策。
第一階段分析，以新竹以北19家咖啡店做效率分析，研究結果顯示： 1.相關係數分析得知，投入變數「座位數」，對生產力沒有影響。
2. 敏感度分析顯示變數剔除影響變動幅度最大是「營業費用」，其次是「營業收入」。
第二階段分析，本研究就高效率店最多的大中壢地區，選定一商圈探討其中各咖啡店之整體效率與其與外在環境變數的關聯性，結果發現，人口密度並不會影響咖啡連鎖店的績效。
第三階段對陸續的展店資料做評估分析，尋求出適合展店的優先順序，供未來展店的參考以提昇整體的營運績效。
綜觀本研究之結果，以客觀的分析方法評估咖啡連鎖店的績效，並以數量化的指標提供業者最有效的對策，建立了一個良好的績效分析架構。

關鍵字

咖啡連鎖店 ； 資料包絡分析法 ； 經營績效

並列摘要

This study aims at presenting the differences between efficient and inefficient branches of coffee chain stores to provide a reference for improving the performance of management. To do this, Data Envelopment Analysis is applied to find the key variables that affect the performance. Four items are chosen as input variables— “service area”, “seats number”, “monthly average labor hours”, and “business expenses”, but also uses “business revenue” and “customers number” as two output variables. The results derive from three steps of analysis:
1. Taking 19 coffee stores in the north of Hsinchu as study objects, Correlation analysis shows that the input variable “seats number” is not related to productivity. However, Sensibility analysis reveals that the key variables are “business expenses,” and the following is “business revenue” under the condition of excluding variable effects.
2. Step 2 focuses on having efficient stores of majority in Chungli metropolis area, chooses a business circle and study the correlation between the whole efficiency of each chain store and the veriable of outer environment. Based on the result of study, we found the population density should not influence the efficiency of coffee chain stores.
3. The result of Step 3 analysis offers the suggestion of priority order to join the branch of the coffee chain stores promotion.
In summary, this research provides for system actuality methods & a framework for the business efficiency study of coffee chain store.

並列關鍵字

Coffee Chain Stores ； Data Envelopment Analysis ； Business Efficiency

參考文獻

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