連鎖加盟總部成功條件與手冊建立之研究

過去雖已有不少學者提出，連鎖加盟經營之關鍵成功因素等相關研究與成果，但多半以加盟主之需求為主要考量，而未同時考慮到總部本身應建立及規劃之條件。故其研究成果，往往難以滿足兩者的需求與期待。為此，本研究從加盟總部建置觀點，提出各項成功建置條件及其手冊建置，以作為企業提升經營體質之參考。本研究將藉由回顧文獻，彙整加盟總部成功建置之條件因素，並以PDCA管理循環構面為基礎，再透過質性訪談法深入歸納專家學者見解，建立出加盟總部成功建置決策表。藉此，以方便加盟主依此表，確認加盟總部之體質與能力，進而降低投資失敗之風險；而加盟總部，亦可運用此表，確認自身營運系統機制之完整程度，進而提升企業形象與減少資源之浪費。除此之外，為協助企業主啟動加盟展店策略，擴大其企業版圖，本研究亦提出完善的加盟服務手冊，以作為說服加盟主合作之基礎。而為方便加盟總部清楚掌握此手冊所規劃之服務機制與程序的優劣(重要度)順序，本研究除再度使用質性訪談法，建構其機制架構外，更藉由層級分析法(Analytic Hierarchy Process, AHP)賦予權重值。其結果顯示，要有效說服加盟主合作，服務機制手冊需提出其產品優勢、協助分店立地調查之事項，以及分析各項產品之銷售利潤等誘因，以提高加盟主合作意願。此成果不僅提供經營者全面性參考依據，並能有效轉化過去學者之成果，使學術與實務獲得最佳整合展現。

關鍵字

連鎖加盟；加盟手冊； PDCA管理循環；質性訪談法；層級分析法

並列摘要

In terms of franchising management, previous researches have focused on the needs of franchisees, but little attention on the management of headquarter itself has been brought into consideration for the success of franchise chain business. Based on the literature review, this paper summarized key factors for building a successful franchise headquarter; furthermore the decision table has been established based on the PDCA management cycle and qualitative interview method. The research results can be provided to franchisees for analyzing the core competence of franchising headquarter on the investment risk and failure; also the self-evaluation on management system of franchise headquarter for the concerns of resource waist and brand imagine. In addition, to assist business owners expanding business territory through franchising strategy, this study also proposed the improvement of joining service manuals as a basis of franchising cooperation. For franchisors’ convenience on the analysis of the pros and cons of the service manual planning mechanisms and procedures (importance) order, this study applied qualitative interview method to establish architecture and given weights through Analytic Hierarchy Process (AHP) method for the manuals. The achievement of this research effectively transformed the past academic results and can also provide a comprehensive reference for managers with a holistic integration both in the fields of academic and practical.

並列關鍵字

Franchise ； Franchise Manual ； PDCA Management Cycle ； Qualitative Interview Method ； Analytic Hierarchy Process

參考文獻

[1] Falbe, C. M. and Welsh, D. H., 1998, “NAFTA and franchising: a comparison of franchisor perceptions of characteristics associated with franchisee success and failure in Canada, Mexico, and the United States”, Journal of Business Venturing, 13(2), 151-171.

[2] Paswan, A. K. and Wittmann, C. M., 2009, “Knowledge management and franchise systems”, Industrial Marketing Management, 38(2), 173-180.

[3] He, Y., Li, Y., Ding, W., Shen, Y. and Li, J., 2010, “Category Identification and Affecting Mechanism Exploration on the Business Philosophy Restricting China’s SMEs’ Performances--A Field Study Based in Wuhan”, Research in World Economy, 1(1), 66-78.

[4] Hongjun, L. and Yajia, G., 2012, “Study on Chain Companies Human Resources Management”, Information and Business Intelligence, 267, 227-232.

[5] Altinay, L., Brookes, M. and Aktas, G., 2013, “Selecting franchise partners: Tourism franchisee approaches, processes and criteria”, Tourism Management, 37, 176-185.

國際替代計量

連鎖加盟總部成功條件與手冊建立之研究

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