數位加盟管理制度應用於行動餐車之可行性分析

A Feasibility Study of Digital Franchise Management for Food Truck Industry

林成達(Cheng-Ta Lin)

指導教授 ： 李月華

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00587

摘要

隨著數位化科技的進步，新型態的數位加盟機制逐漸產生，透過手機APP系統進行人員、車輛的管理方式不斷產生，其中 Uber優步乘車系統的作法最具代表性，促使本研究的推動，試圖探討數位加盟管理機制運用在行動餐車加盟管理之適用性，並進一步提出有效的行動餐車數位加盟機制建議方向。
本研究透過文獻分析，進行數位加盟方式資訊蒐集與傳統加盟管理的文獻整理歸納，其次在行動餐車加盟部分，規劃與行動餐車業者與數位加盟業者進行深入訪談，以了解行動餐車業者在加盟管理上的缺口，並研究傳統餐飲加盟管理機制在「加盟總部訊息傳遞」、「加盟便利性」、「無加盟費用」、「管理評核機制」等項目下，與數位加盟管理機制的差異性。最後為有效了解Uber數位加盟管理機制，本研究實際參與Uber加盟，以了解Uber在招商、加盟管理的作業方式，將資料彙整並歸納訪談內容，提出本研究之結論。
本研究發現行動餐車的加盟性質與數位化加盟方式十分相近，透過數位管理機制的加盟審核，能夠加快加盟速度，並利用定位系統確認加盟者位置，應用APP系統加盟總部快速傳遞資訊並進行與加盟者的互動。而數位加盟管理機制建構客戶的評鑑機制，也可成為外部的品質管控機制。依據此數位加盟管理機制，可建立有別於傳統餐飲加盟的行動餐車數位加盟管理機制，讓行動餐車業者可重新建立新的加盟體制，透過加盟的優勢，創造更多的商機。

關鍵字

連鎖加盟 ； 加盟管理 ； 行動餐車

並列摘要

Advancements in digital technologies have allowed the creation of new digital franchise systems. Novel means of personnel and vehicle management methods have been generated using smart phone apps, with Uber transportation system being a classic example of these emerging management models. The purpose of this study is to investigate the possibility and compatibility of digital franchise systems in the management of food trucks, and propose effective recommendations for digital food truck franchises.
A literature review was first carried out to compile information on digital franchising methods and traditional franchising management. In-depth interviews with several mobile food truck business owners and franchise operators were planned to acquire additional information on food truck franchises. These interviews
focused on the challenges of franchise management as well as differences between conventional and digital franchise management systems in terms of communication of information from the franchise headquarters, ease of becoming a franchisee, no franchisee fees, and management and assessment systems. Finally, in order to acquire thorough information on Uber's digital franchise management system, the researchers joined the Uber system and gained critical data on the company's promotion strategies and franchise management methods. The results of the experience as well as information acquired from the interviews were then compiled to propose the concluding recommendations of this study.
This study found that food truck franchises are highly compatible with digital franchising techniques. Licensors could review their franchisees using a digital management system to expedite the franchising process, and employ positioning systems to locate their fellow franchisees. Licensors could also utilize apps to communicate information quickly from their franchise headquarters and interact with their fellow franchisees as well. Digital franchise management systems could also include customer assessment programs to serve as an external quality control mechanism. Results of the study showed that digital technologies could establish food truck digital franchise management systems with exclusive advantages compared to conventional food and beverages franchise systems. Food truck franchisees could establish new franchise systems and use franchise advantages to seize more market opportunities.

並列關鍵字

food truck ； franchises ； franchising management

參考文獻

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