連鎖業展店與經營管理模式之研究-以A連鎖鞋店為例

A Study on the Chain Store Business and its Expansion Model-A Case of Shoes Chain Stores

馮薇庭(Yvonne Foung)

指導教授 ： 李文瑞

崑山科技大學/商業管理學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6828/KSU.2008.00027

摘要

隨著經濟發展，我國產業結構快速變化，國內市場最具關鍵性的流通產業，對國內經濟影響日深。消費行為的改變也使得國內零售市場競爭日益激烈，也相對掀起產業變革。其中最重要的變革，就是連鎖加盟經營型態的建立與擴張。本研究在探討連鎖業展店與經營管理模式研究，目的在了解展店標準作業，並發展展店的管理模式，期望對連鎖業展店之經營管理提供重要參考。研究之方法是利用資深連鎖業專家訪談，了解其對業態連鎖業展店經營管理之見解，再以某A連鎖鞋店為對象，進行實際個案探討。再經前述兩者比對、修正、調整，得出本研究之管理經營模式與展店標準作業。本研究獲得重要結論如下；管理須同時重視管理七流：管理流、行銷流、商流、物流、人流、金流、資訊流。另外展店時須有展店標準作業流程，本研究針對管理七流與展店作業標準均建立模式供參考。

關鍵字

加盟連鎖 ； 績效評估

並列摘要

The industrial structures changed dramatically accompanied with the development of the economics, the chain store business is one of the crucial industrial whose its influences on the domestic economics is getting deep.

Retailer’s market is in the keen competition due to the changes of the consumers’ behaviors and thus the industrial revolution is stimulated; which the establishment and expansion of the chain store business models is one of the most important reformation example.

This study is focusing on the chain store business model and its expansion, the author tries to get a better understanding on the standard process of store expansion and to develop its business model, aim to come up with the managerial implications for chain stores business management and expansion.

Interviews with the senior professionals in the chain stores business were conducted to summarize their insights and perceptions of the operations and managements in the industry. A case study was done with one of the leading shoes chain store company in Taiwan. Relevant information from interview and case study were analyzed and adjusted to generate a modified business model as well as the standard process of chain stores expansion.

We concluded that the following 7 subjects of management should to be implemented simultaneously, in terms of management, marketing, products, logistics, human resource, finance and I.T. Besides, the implementation of standard process when expanding chain stores is also strongly recommended. The business models referring to the 7 subjects of management and the standard process of chain stores expansion are established and developed in this study.

並列關鍵字

Chain Store and Franchise ； Performance

參考文獻

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