茶飲品牌總部共創價值能力探討

過去有關共創價值的文獻，大多數都是以消費者角度切入。但在連鎖加盟體系下，加盟主與總部的關係更為密切。因此，並不只與消費者共創才能為總部帶來利益及價值進而增加費者的購買意願。因此，本研究從加盟主與總部的觀點思考，加盟主需要總部協助哪些層面以滿足加盟主面對零售市場競爭與消費者期待，更進一步獲取市場競爭力。經過相關文獻探討後，本研究認為加盟主與總部應從四個層面進行共創，分別為開店層面、營運層面、店長層面以及店員層面等四項。經過兩位加盟主、兩位總部連鎖加盟發展專員的訪談結果以及從環境面、消費者面、經營面的共創價值探討繪製出更完善的服務藍圖與行銷策略方案，給予連鎖總部以及欲投入之企業經營策略之參考。

關鍵字

共創價值；加盟主；連鎖總部

並列摘要

Most of the literature on creating value is from the consumer perspective. However, in the franchise system, the relationship between the franchisee and the headquarters is closer. Therefore, it is not only co-creating with consumers that it can bring benefits and value to the headquarters and the willingness to purchase. As a result, this study considers the perspective of the franchisee and the headquarters. The franchisee needs assistance from the headquarters to meet the franchisee's competition in the retail market and consumer expectations, and further gain market competitiveness. After the literature review, this study found that the franchisee and the headquarters should be co-created from four levels: the store level, the operation level, the store manager level and the clerk level. After the interview of two franchisees and two headquarters franchise, we explore the co-creation value from the environment, consumer and business aspects. It can draw a more complete service blueprint and marketing strategy plan. It also can provide the business strategy to chain headquarters and company.