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姓名 林文進(Wei- Chin Lin) 查詢紙本館藏 畢業系所 高階主管企管碩士班 論文名稱 連鎖加盟評估因素之研究-以童裝連鎖店為例 相關論文 檔案 [Endnote RIS 格式]
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至系統瀏覽論文 ( 永不開放)
摘要(中) 台灣「淺碟經濟」型態的內需市場規模而言,任何業種之連鎖產業的發展終將受限。而海峽彼岸的中國大陸,在十三億龐大人口的基礎上,配合改革開放政策與國際化趨勢,其所展現出來的巨大內需市場商機,不但已成為全球連鎖服務產業的兵家必爭之地,更是童裝產業躍登國際舞台的最佳跳板。
「童裝連鎖加盟」已是時勢所趨,然而如何開放童裝門市的加盟、如何站在加盟主的立場建構一個好的加盟體系,目前業界並沒有一個較為完整的方法。本研究運用文獻探討、個案研究以及配合統計分析的步驟,以嚴謹的方法來建構加盟主考量連鎖加盟的決策因素,以並提供童裝廠商做為開放童裝門市加盟的重要參考依據。本研究主要研究目的如下:
1. 探討台灣童裝產業發展現況與趨勢
2. 探討大陸童裝產業發展現況
3. 探討加盟童裝連鎖的考量因素
4. 建構加盟童裝連鎖的決策模型
在匯集文獻探討、麗嬰房(股)、巴布豆(股)、童心童裝公司的個案研究,建立研究層級架構,共分為五個層級,分別為「獲利能力」、「後勤支援」、「夥伴關係」、「企業形象」、「發展潛力」五個系統構面、二十個評估指標進行專家訪談,修正後增加“解決問題的速度”這項評估指標,合計二十一個評估指標。
本研究結果發現,加盟決策的考量因素架構之系統構面,其重要性依序為「獲利能力」(0.2611)、「後勤支援」(0.2205) 、「企業形象」(0.2005) 、「發展潛力」(0.1937)以及「夥伴關係」(0.1242)。而各層級構面與指標之權重方面在「獲利能力」構面中營業毛利率(0.3122)、最低營業額保證(0.2559)為加盟主最重視的加盟考量因素。在「後勤支援」構面中進銷存管理系統效能(0.2834)、物流配送能力(0.2472) 為加盟主最重視的加盟考量因素。在「企業形象」構面中企業知名度(04429) 、連鎖門市家數(0.3142)為加盟主最重視的加盟考量因素。在「發展潛力」構面中商店經營的Know-how (0.3177)、競爭者的防禦力(0.2869)為加盟主最重視的加盟考量因素。在「夥伴關係」構面中加盟契約的平等性(0.3312)、暢通的溝通管道(0.2983)為加盟主最重視的加盟考量因素。摘要(英) For the limitation of domestic market in Taiwan, chain and franchise of the children’’s garments industry has reach an ultimate. On the contrary, China has become one of the biggest markets and main manufacturer in the world for it has the population of over 1.3 billion. In addition, under globalization and economic competitions between nations, the establishment and development of chain and franchise of the children’’s garments industry are inevitable.
However, there has no best solution and complete conclusions of ways to open the retail sales to franchisees and establish a better chain system from the point of view of franchisees in the children’’s garments industry. In this study, we use literature review, case study, and Analytic Hierarchy Process (AHP) to construct the critical factors which affect the franchisees’ consideration of their affiliation. Furthermore, we provide an evaluative base for children’’s garments manufacturers when considering open their franchise or not. The research objectives are as below:
1. Understanding children’’s garments industry and its future developments.
2. Discussing the situations and developments of children’’s garments industry and market in China.
3. Finding out what are the main factors that affect the children’’s garments franchisees’ affiliation.
4. Building a children’’s garments franchise decision making model.
From literature and case study, twenty one selection criteria were selected. They were further categorized into five dimensions: profitability, logistic, image of the firm, potential, and partnership. This study concluded that the critical dimensions in evaluating franchise of children’’s garments were ordered as follows: profitability (0.2611), logistic (0.2205), image of the firm (0.2005), potential (0.1937), and partnership (0.1242).關鍵字(中) ★ 連鎖加盟
★ 童裝
★ 層級分析關鍵字(英) ★ children's garments
★ and Analytic Hierarchy Process
★ chain and franchise論文目次 第一章 緒論............................................................................................................. 1
第一節 研究背景與動機..................................................................................... 1
第二節 研究目的................................................................................................. 4
第三節 研究流程................................................................................................. 5
第二章 文獻探討..................................................................................................... 7
第一節 連鎖加盟定義........................................................................................... 7
第二節 連鎖加盟形成理論................................................................................... 10
第三節 加盟決策評估........................................................................................... 16
第四節 服務品質................................................................................................... 20
第三章 童裝產業分析............................................................................................. 23
第一節 台灣童裝產業現況分析........................................................................... 23
第二節 大陸童裝產業現況分析........................................................................... 27
第四章 實證分析方法介紹..................................................................................... 32
第一節 層級分析................................................................................................... 32
第二節 專家訪談................................................................................................... 38
第三節 個案分析................................................................................................... 41
第五章 實證分析..................................................................................................... 45
第一節 麗嬰房個案分析....................................................................................... 45
第二節 巴布豆個案分析....................................................................................... 50
第三節 童心童裝個案分析................................................................................... 55
第四節 專家訪談結果........................................................................................... 59
第五節 層級分析................................................................................................. 61
第六章 結論與建議................................................................................................. 65
第一節 研究結論................................................................................................. 65
第二節 管理意涵................................................................................................. 66
第三節 研究限制................................................................................................. 67
第四節 後續研究建議......................................................................................... 69
中文文獻..................................................................................................................... 71
英文文獻..................................................................................................................... 72
附錄一 加盟連鎖童裝評估指標研究之專家問卷................................................... 75
附錄二 連鎖加盟層級分析問卷............................................................................... 78參考文獻 中文文獻
1. 李英瑋,「國內綜合型運動網站使用者滿意度之研究」,碩士論文,國立臺灣師範大學體育研究所,台北(2001)。
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3. 陳佳延(2002),企業網絡形成原因與運作關聯性之研究-以台灣地區童裝業者為例,輔仁大學織品服裝研究所碩士論文。
4. 張春興(2000)。張氏心理學辭典。台北:東華書局,p.103。
5. 孫雪(1997),服裝耶設計品質之研究一以童裝為例,輔仁大學織品服裝研究所碩士論文。
6. 梁雯玟,「顧客導向、服務補償與服務品質之關係研究:以國際觀光旅為實證」,碩士論文,國立成功大學企業管理研究所,台南(2001)。
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9. 鐘永達(2004),經營者選擇加入連鎖加盟系統之動機研究-以咖啡連鎖加盟為例,高雄第一科技大學行銷與流通管理系碩士論文。
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14. 中國服裝協會,http://www.cnga.org.cn
英文文獻
1. Boyle, Emily, 1999, “A study of the impact of environmental uncertainty on franchise systems the case of petrol retailing in the UK”, The Journal of Consumer Marketing, vol.16, pp.181-200
2. Churchill, G. and Surprenant, C., “An Investigation into the determinants of consumer satisfaction.” Journal of Marketing, Vol.19, pp.491-504, (1982).
3. Coase, Ronald H., 1937, “The nature of the firm”, Economica N. S., vol.4, pp.386-405
4. Dant, Rajiv P. and Patrick J. Kaufmann, 2003, “Structural and strategic dynamics in franchising”, Journal of Retailing, vol.79, pp.63-75
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6. Garg, Viany K. and Abdul A. Rasheed, 2003, “International multi-unit franchising : an agency theoretic explanation”, International Business Review, vol.12,pp.329-348
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16. Oxenfeldt, Alfred R. and Anthony O. Kelly, 1968, “Will successful franchise systems ultimately become wholly-owned chains?”, Journal of Retailing, vol.44, pp.69-83,Winter
17. Rubin, Paul H., 1978, “The theory of the firm and the structure of the franchise contract”, Journal of Law and Economics, vol.21, pp.223-233,April
18. Sashi, C.M. and Devi P. Karuppur, 2002, “Franchising in global markets: Towards a conceptual framework”, International Marketing Review. London, vol.19, pp.499-524
19. Saaty, T. L., The Analytic Hierarchy Process, New York, McGraw-Hill, 1980.
20. Scott, Frank A., 1995, “Franchising vs. company ownership as a decision variable of the firm”, Review of Industrial Organization, vol.10, pp.69-81
21. Shane, Scott, 1996a, “Hybrid organizational arrangements and their implications for firm growth and survival: A study of new franchisors”, Academy of Management Journal, vol.39, pp.216-234, January
22. Williamson, Oliver E., 1975, Markets and Hierarchies: Analysis and Antitrust Implications, New York: The Free Press指導教授 滕曉雲(Hsiao-Yun Teng) 審核日期 2006-11-8 推文 plurk
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