建構加盟量表用以發展品牌茶飲之加盟策略

Construct the franchise assessment scale to develop the franchise strategy of chain beverage brand

楊凱復(Kai-Fu Yang)

指導教授 ： 黃勇富

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

本研究以台灣茶飲連鎖品牌至大陸發展之業者做為研究對象，參考過去相關文獻，歸納出適用於連鎖茶飲業之評估指標，透過專家問卷以及層級分析法、模糊層級分析法建立權重以發展加盟評估量表，並比較兩種方法所得出之結果。
透過此加盟評估量表，對總部而言可更快速準確找到適合的加盟對象外，對於其加盟者也能產生一定的幫助及回饋，藉此在競爭激烈的大陸市場中塑造其差異化及競爭優勢。再者，以加盟總部的立場來探討，當面對不同的新進加盟者時，透過量表瞭解加盟者以及加盟店的各項因素，降低彼此之間認知差異，減少並預防後續衝突事件的發生，提升媒合的成功率，協助加盟總部擴大其事業版圖。實證研究發現，本研究之模型有助加盟總部瞭解加盟者的想法，可做為加盟總部在甄選時重要且具體的參考依據。

關鍵字

模糊層級分析法 ； 層級分析法 ； 資源基礎論 ； 連鎖飲料業

並列摘要

The research subject in this study is the trader who develops the Taiwan tea brand to the Mainland. We have referred to past literature to summarize an evaluation index which applies to the franchise of beverage industry and build up a franchise assessment tool which results from Q&A with the experts, Analytic Hierarchy Process and Fuzzy Analytic Hierarchy Process and the comparison of the results from both methods.
Through this franchise assessment tool, not only the Franchisors could effectively find a suitable affiliate in a shorter time, it also helps the Franchisees to establish their differentiation and competitive advantage in the competitive market of Mainland. Moreover, we further investigate from the angle of the Franchisors that when they are confronting with new Franchisees, this assessment tool enables them to understand various elements of the Franchisees and their stores to reduce the cognitive differences between each other and therefore prevent the occurrence of conflict and helps the Franchisors to expand their business territories.
Empirical Research discovers that this research model helps the Franchisors to understand the idea of the Franchisees, and could be use as an important reference for the Franchisors during their screening on the nominees.

並列關鍵字

Chain Beverage Industry ； Resource-Based View ； Analytical Hierarchy Process ； Fuzzy Analytical Hierarchy Process

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