論企業核心能力對連鎖形式選擇之影響

The Effect of Enterprise Core Competency to the Chosen Form of Chain Franchise

何建文(Chien-wen Ho)

指導教授 ： 曾盛恕 博士

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

本研究的主要目的為探討企業核心能力對連鎖形式選擇之影響，其就企業核心能力中重要的因素，品牌、產品、經營知識等構面進行分析，了解是否因此影響連鎖企業中加盟比例的關係。分別以主觀與客觀的分析模式，期望能完成下列的目的：
一.探討連鎖體系核心能力中產品的運用發展對加盟比例之間的關係。
二.探討連鎖體系核心能力中品牌的運用發展對加盟比例之間的關係。
三.探討連鎖體系核心能力中經營知識的運用與發展對加盟比例之間的關係。
研究假設中，根據資源限制理論，提出相關假說如下：在連鎖體系中，若公司的產品能力、品牌能力、經營知識移轉能力越強，越不傾向建立加盟店。根據管理效率理論，研究發展出品牌（brand）相關假說如下：在連鎖體系中，若公司的品牌能力越強，越傾向建立加盟店。
研究結果如下：就資源限制理論中的推論而言，結果顯示產品能力、品牌能力、經營知識均與加盟比例呈負相關。就管理效率理論中的推論而言，結果中顯示品牌能力與加盟比例呈負關，表示品牌能力越好的連鎖體系，越不傾向建立加盟店。

關鍵字

連鎖加盟 ； 核心能力

並列摘要

Abstract
The effect of enterprise core competency to the chosen form of chain franchise is studied thoroughly, and those vital factors in the core competency such as brand, product and know how are analyzed carefully to see if the franchise proportion in the chain store will be affected.
An analytic model with subjective and objective point of view is set to study the relation between the performance and development of product, brand and know how to franchise proportion respectively.
During this study, a related hypothesis based on resource constraints theory is presented, it is suggested that a company with stronger transfer ability in the product, brand and know how will have little intention to establish chain franchise. Further, based on the administration efficiency theory, a hypothesis related to the brand is also presented, it is suggested that with stronger ability in the brand, company will intend to build up its chain franchise.
However, according to the analysis resultants, we find that product and brand ability as know how have a reverse relation with franchise proportion for the resource constraints theory, and the brand ability have a reverse relation with franchise proportion for the administration efficiency theory also. It indicates that the chain store system with better brand ability will less intend to build up its chain franchise.

並列關鍵字

Chain Franchise ； Core competency

參考文獻

10.陳俞容著，「連鎖體系在直營與加盟方式選擇之策略考量因素研究」，元智大學管理研究所碩士論文，2001。

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