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  • 學位論文

知識特性與知識來源對連鎖經營型態選擇的影響

The effects of characteristics and sources of knowledge on the selection of management strategies by Chain Store

指導教授 : 李國瑜 嚴奇峰
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摘要


本研究旨在探討知識特性與知識來源對連鎖經營型態選擇的影響,並以台灣連鎖業作為研究對象。並採個案分析法來加以驗證。期望了解「知識」這個變項對連鎖業發展連鎖策略的影響。 在經由相關文獻與實證研究之探討後,整理出台灣目前的連鎖經營型態有:直營連鎖、特許加盟連鎖、委託加盟連鎖與自願加盟連鎖四種,目前產業對於發展連鎖體系多採直營與加盟混合發展,因此本研究在此所探討的經營型態包括「直營為主」、「加盟為主」、「直營與加盟混合」三種。 本研究係以本研究根據台灣連鎖暨加盟協會會員名錄,挑選規模較大的連鎖體系,以連鎖總部為對象,以展店部門的人員為受訪者進行個案研究,重要結論如下: 1. 在知識特性方面:知識專屬性程度高,則連鎖總部傾向於選擇「直營與加盟兩者並行」策略。知識專屬性程度低,則連鎖總部傾向於採用「完全加盟」策略。知識可移轉性程度高,則連鎖總部傾向於採用「直營與加盟兩者並行」策略。若知識可移轉性程度低,則連鎖總部傾向於採「完全加盟」策略。 2. 在知識來源方面:若來源為總公司,則連鎖總部傾向於採行「直營與加盟兩者並行」策略。若知識來源為分店,則連鎖總部傾向於採用「完全加盟」策略。 3. 在公司特性方面:成立時間短的公司,大部分選擇「完全加盟」策略。成立時間長的公司,則大多數以「直營與加盟並行」為主要策略。規模小的公司大部分以「完全加盟」為主要策略。而公司規模較大則以「完全直營」、「直營與加盟兩者並行」者佔大多數。資金較充裕的連鎖總部大多以「完全直營」為主要策略。員工人數多的公司以「加盟與直營並行」為主要策略。而員工人數少的公司,則大部分以「完全加盟」為主要策略。 4. 在公司目標方面:以提高獲利為主要目標的連鎖總部,大部分選擇以「直營與加盟兩者並行」的策略。以提高市佔率為主要目標的連鎖總部,大部分選擇「完全加盟」的策略。以提升公司形象為主要目標的連鎖總部,大部分以「完全直營」的策略發展連鎖。

並列摘要


This thesis investigates the characteristic of knowledge and source of knowledge that affects the business type of chain stores. The main research is based on chain store business in Taiwan, and uses specific subjects in the analysis.After careful investigation of research and documentation, there are four general chain store business types in Taiwan: Company-Owned、franchise chain、and voluntary chain. Currently, most business types are Combination of Company-Owned franchise. Therefore, this report with investigate the operation of 「Company-Owned」、「franchise chain」、「Combination of Company-Owned franchise」 Several larger chain store head offices were chosen in the interviewing of employees and concluding as follows: 1.characteristic of knowledge: High level of characteristic knowledge and knowledge transfer results in chain stores that strategize in both「Company-Owned and franchise chain. Low level of characteristic knowledge and knowledge transfer results in chain stores that adapts to 「franchise」strategies. 2.source of knowledge: If the source derives from head office, then the chain stores strategize in both 「Company-Owned and franchise chain.If the source of knowledge derives from the branch stores, then the chain stores adapts to 「franchise」strategies. 3.Company characteristics: Companies with short establishment time span usually chooses 「franchise」. Companies with longer establishment time span adapt to 「Combination of Company-Owned franchise」 strategies.Companies with smaller scale are「franchise」. Companies with larger scales are 「Company-Owned」、「Combination of Company-Owned franchise」. Chain stores with more sufficient fund are mostly 「Company-Owned」. Companies with larger numbers of employees strategize in 「Combination of Company-Owned franchise, and companies with smaller numbers of employees strategize in 「franchise」. 4.Company goals: Most chain stores that aim for high profit, strategize in 「Combination of Company-Owned franchise」. Chain stores that aim for high marketing share?, strategize in 「franchise」. Chain stores that aim for high company image adapts to 「franchise」 strategies.

參考文獻


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