創業者對連鎖加盟總部之加盟意願關鍵因素探討-以咖啡連鎖店為例

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题名:	創業者對連鎖加盟總部之加盟意願關鍵因素探討-以咖啡連鎖店為例
作者:	陳保富;Chen, Pao-Fu
贡献者:	企業管理學系
关键词:	連鎖加盟;層級分析
日期:	2022-08-01
上传时间:	2022-10-04 11:11:15 (UTC+8)
出版者:	國立中央大學
摘要:	由於近年來連鎖加盟產業在台灣蓬勃發展，許多欲創業的民眾都紛紛以加盟的方式開啟了自己的創業之路。有鑒於台灣連鎖加盟產業的日益興盛，因此引起許多學者專家開始對於連鎖加盟產業進行研究，不過說數的研究報告、期刊、論文等相關文獻大多都是以企業主的角度來探討連鎖加盟產業的經營模式，又或者是以消費者的觀點，來進行消費者行為的研究，鮮少有以創業者（加盟主）的角度來檢視連鎖加盟產業的資料，因此本研究的主要目的，即是以創業者（加盟主）的角度來檢視連鎖加盟產業，由於連鎖加盟產業之業種繁多，因此本研究將以連鎖加盟咖啡產業為例，來探討『創業者對連鎖加盟總部之加盟意願關鍵因素』。本研究將會以AHP層級分析作為研究調查分析工具，就『創業者對連鎖加盟總部之加盟意願關鍵因素』分為六大構面，從加盟總部身因素、費用與成本因素、獲利模式因素、總部支援因素、資金準備因素、作業標準化因素等，來去研究創業者認為加盟總部在何種的條件下最能吸引創業者的加盟。由於每個連鎖加盟總部的條件、資質、經驗等並非都是齊頭式的水準，因此希望透過本研究，幫助創業者能更加了解加盟總部應該必須在何種的條件下，才能提供給加盟主最大的營業優勢。誠如前言所述，以創業者（加盟主）的角度來檢視連鎖加盟總部的資料並不廣泛，因此希望能藉由本研究的探討，引發更多人的興趣，以創業者的角度來探討更多相關性的議題，畢竟你我都有機會成為創業者，倘若以創業者的角度來探討連鎖加盟的條件、環境、優劣勢等等議題時，相信不僅對加盟主本身有許多幫助，也能提供給企業主（連鎖加盟總部）更多未來可以調整的方向。 ;The booming development of the franchise industry in Taiwan in recent years, which makes many people who want to start their own business by franchise. In view of the growing prosperity of Taiwan′s franchising industry, many scholars and experts have begun to study the franchising industry. However, most of the research reports, journals, papers and other related references discuss the franchising industry from the perspective of business owners. Business models, or research on consumer behavior from the point of view of consumers, rarely examine the data of the franchise industry from the perspective of entrepreneurs (franchisees). Therefore, the main purpose of this research is to examine the franchising industry from the perspective of the entrepreneur (franchise owner). Key Factors of Franchise Willingness of Chain and Franchise Headquarters". This research will use the AHP level analysis as a research tool to divide the "key factors of entrepreneurs′ willingness to join franchise headquarters" into six aspects, from the factors of franchise headquarters, expenses and cost factors, profit model factors, Headquarters support factors, capital preparation factors, work standardization factors, etc.. It will come and go to study the conditions under which entrepreneurs think that joining the headquarters can most attract entrepreneurs to join. Since the conditions, qualifications, experience, etc. of each franchise headquarters are not all at the same level, it is hoped that through this research, entrepreneurs can better understand the conditions under which the franchise headquarters must be in order to provide franchise owners. The biggest business advantage. As mentioned in the preface, it is not extensive to examine franchise headquarters from the perspective of entrepreneurs (franchisees). Therefore, it is hoped that through the discussion of this research, people will be interested to explore more information from the perspective of entrepreneurs. Multi-related issues, after all, both you and I have the opportunity to become entrepreneurs. If we discuss the conditions, environment, advantages and disadvantages of chain franchising from the perspective of entrepreneurs, I believe it will not only help the franchisees themselves a lot, but also help them. Provide business owners (franchise headquarters) with more directions that can be adjusted in the future.
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