探討加盟連鎖茶飲之關鍵成功因素

在全球競爭政經環境變動極大下，經濟越是不景氣台灣人越是努力創業，導致近年來國內連鎖加盟產業快速成長。本研究於建構加盟連鎖茶飲評估量表時，以文獻統整之方式，建立適合加盟連鎖茶飲評估量表的各項指標，接著蒐集專家訪談意見，並使用AHP 層級分析法確認權重值並完成此表，最後將加盟連鎖茶飲評估量結果提供相關連鎖總部或加盟茶飲者做為參考。研究結果顯示，第一層有「加盟動機」、「加盟因素」及「創業動機」等三大構面，其中以「加盟動機」（0.693）的權重最高，其次為「加盟因素」（0.233）及「創業動機」（0.074）。第二層的前三名為三大構面中的指標，「實體資源」（0.711）位居第一，其次為「獲利能力」（0.617）及「自我實現」（0.725）。根據研究結果，針對加盟者提出以下建議做為實務上的運用: 1. 在考慮是否加盟創業的同時，可參考網路上有關創業評估量表，以瞭解自我條件後，再進一步考慮是否合適加入此體系。2. 在進入連鎖體系之前，多方瞭解該產業的經營模式，並可透過參與加盟展或直接與有興趣之加盟總部進一步面談，瞭解其作法是否符合本身的想法與理念，在加盟的同時業者亦關心自己的獲利能力。關鍵詞: 加盟連鎖茶飲產業、關鍵成功因素、層級分析法

關鍵字

加盟連鎖茶飲產業；關鍵成功因素；層級分析法

並列摘要

Under the global competition, the political and economic environment has changed greatly, the more recessinary economy is the more hard Taiwanese are working to start a business, which has led to the rapid growth of the domestic franchise industry in recent years. In the study of the establishment of the franchise chain tea evaluation scale, the literature is integrated to establish indicators suitable for joining the chain tea evaluation scale, then collect expert interviews, and use AHP analysis to confirm the weight value and Complete this form, and finally provide the relevant chain headquarters or affiliated tea drinkers as a reference. The results of the study show that the first level has three major aspects: “joining motivation”, “joining success factor” and “Entrepreneurial Motivation”. Among them, “joining motivation” (0.693) has the highest weight, followed by “joining success factor” (0.233) and "Entrepreneurial Motivation" (0.074). The top three weights of the 10 indicators in the second layer are the indicators in the three major facets. The "entity resources" (0.711) rank first, followed by "profitability" (0.617) and "self-realization" (0.725). According to the research results, the following suggestions are proposed for the franchisees as practical applications: 1. When considering whether to join the entrepreneurship, you can refer to the relevant entrepreneurial assessment scale on the Internet to understand the self-conditions and then further consider whether it is appropriate to join this system. 2. Before entering the chain system, the multi-party understands the business model of the industry, and can participate in the franchise exhibition or directly interview with interested franchise headquarters to understand whether its practice is in line with its own ideas and concepts. Care about your profitability. Key words: Chain Beverage Franchise, Key Success Factor（KSF）, Analytical Hierarchy Process (AHP)