茶飲連鎖產業展店策略架構之研究—以W企業為例

A Research of Expansion Strategy of Chain Tea-drinking Store- A Case Study of W Company

莊佳豪(Jia-Hao Zhuang)

指導教授 ： 葛維鈞

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

現今國內茶飲相關產業之消費人口的快速增加，而不論是傳統業主的經營模式或消費者行為偏好皆隨著知識經濟時代的變化，不斷的在改變。且現今台灣零售市場的發展已成熟且競爭激烈，國內連鎖產業藉著學習國外成功經驗模式和自我努力奮鬥開創，已經取得了連鎖經營規模並奠定發展基礎。但對於沒有規模經濟且正值成長期與發展中的連鎖企業而言，唯有不斷的展店才能達到規模經濟和競爭優勢。因此展店策略即是經營致勝的關鍵因素。但目前學術文獻與各類資訊對於連鎖店展店策略的探討，多著重在經營策略、店址與商圈選擇等領域，並未在展店策略中做較為全面性的探討與深入研究；因此本研究以茶飲文化產業中一單一企業為主要研究個案為例，針對茶飲連鎖企業建立可行之展店策略分析架構。而為了更瞭解成長期的連鎖店在實務上所採行的展店策略與理論上所歸納的展店策略是否有所差異，本研究採用探索性研究並輔以個案訪談的方式，以充分了解個案公司採行的展店策略與架構，再利用命題驗證來對本研究發展的架構做深入比較與探討，以了解實務與理論上的差異。

關鍵字

展店策略 ； 商圈 ； 成長期企業 ； 連鎖企業 ； 茶飲文化產業

並列摘要

Nowadays, the tea industry is facing a rapidly increasing number of consumers. The business models developed by traditional business owners or consumers’ behavioral preferences are constantly changing as knowledge economy continues evolving. The owners granting franchises deal with the same challenges which all industries do, for example, strengthening competitiveness by enhancing their abilities in operations and management and targeting at an expansion of economic scale followed by the introduction of unique elements in order to attract more consumers.
Until now, Taiwan’s retail market has been maturely developed and very competitive. The domestic chain industry has grown to meet chain operations and laid a foundation for further development by learning foreign successful experiences apart from making great efforts. For the chain businesses below the economies of scale and during a growth stage, continuous business expansion is the only way to achieve such scale and competitive advantages. Hence, expansion strategies are the key to the success of a business. However, current literature mostly center on business strategies, locations and commercial circles regarding expansion strategies without having a comprehensively in-depth research on expansion strategies. Based on the above, this study takes a business in the tea-drinking culture industry as a case to look into. A feasible analytical structure of expansion strategies is designed for this chain business. For exploring the differences between the expansion strategies practically adopted by the chain business in the growth stage and those developed based on related theories, exploratory method accompanied with case interviews were used to fully understand the expansion strategies and structure the case company adopted. Next, verification on the proposition is made in order to make comparisons and discussions on the structure developed by this study so as to tell the differences between practices and theories.
Based on theoretical integration, discussions and analyses, a feasible analytical structure has been developed and applied to the practice of the case company’s expansion. It is verified that theories are generally consistent with practice except a slight gap in execution. The case company realized the needs for analyzing target markets, commercial circles and consumer characteristics while making expansion plans and strategies but it was unable to fully align its practice with the criteria of the theories.

並列關鍵字

expansion strategy ； commercial circle ； business in a growth stage ； chain business ； tea-drinking culture industry

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