大陸台商選擇連鎖店經營型態影響因素之研究

The Choice of the Factors from the Operating Style of Chain Stores in Mainland China

方肇鈜(Zhao-Hung Fang)

指導教授 ： 林震岩

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000688

摘要

中國大陸近十年來以黑馬姿態在全球快速崛起，並且以服務業更是飆速成長。尤以2009年起，中國大陸的經濟重點項目之一在於「調結構」，希望未來由製造業轉變為服務業為主，讓服務業成為經濟發展的主軸，儼然未來將成為全球最大的連鎖服務業市場。面對這麼龐大且快速成長的市場，對於積極想要國際化的台商連鎖加盟業無疑是相當地吸引，紛紛讓這群「螞蟻雄兵」摩拳擦掌，選擇登陸搶灘來大展身手；加上近年來兩岸關係開始熱絡，簽訂了ECFA(兩岸經濟合作架構協議)等之類的協議，更加速了兩岸經貿交流，對台商而言絕對是一大利多。
本研究採用個案及問卷研究方法，以台商連鎖加盟業在中國大陸發展的企業為研究對象，探討公司策略目標、立地選擇、管理支援能力、公司特性及基本資料等影響因素對於台商在大陸進行擴張所選擇之經營型態。
本研究結果發現：1.公司策略目標：在(1)彈性調整適應當地特色及(2)提供員工創業機會有顯著影響；2.立地選擇：在(1)管理人才取得容易及(2)地理範圍涵蓋有顯著影響；3.管理支援能力：在(1)加盟者忠誠度及(2)對加盟者控制力有顯著影響；4.公司特性：在連鎖體系規模有顯著影響；5.基本資料：在(1)資本額、(2)期初投入資本及(3)每日營業時數有顯著影響。

關鍵字

經營型態 ； 連鎖 ； 連鎖店 ； 大陸台商

並列摘要

Mainland China over the past decade with the rapid rise in the global, and the service industry is growing fast. In 2009, China’s economy one of the key projects is “structural adjustment”. Make the service industry to become the subject of economic development, and China will become the world’s largest chain services market. For Taiwan to actively want international franchise industry, the face of such a large and rapidly growing market is attracting. In addition, because signed some agreements just like ECFA let both side’s relationship began to warm. Accelerate both side’s economic and trade exchanges and very good to Taiwan’s franchise enterprise.
This study used case study methods and questionnairesm and take Taiwan’s franchise enterprise in Mainland China as the research object. This study discussed of corporate strategic goals, location selection, management support capabilities, company characteristics and basic information influencing factors such as the Taiwan’s franchise enterprise in Mainland China to expand the selected types of operations.
The study found：1. Flexible to adapt to local characteristics and provide staff entrepreneurial opportunities available in corporate strategic goals. 2. To hire management personnel are easily and geographic in location selection. 3. Franchisee loyalty and control of the franchisee in management support capabilities. 4. Chain size in company characteristics. 5. Capital, beginning invested capital and operating hours per day in basic information.

並列關鍵字

operating style ； chain store ； chain ； Taiwan’s franchise enterprise in Mainland China

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