連鎖經營策略與便利商店改善成效分析－以新竹S連鎖店為例

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題名:	連鎖經營策略與便利商店改善成效分析－以新竹S連鎖店為例 Analyses of Chain Store Management Strategies and Effectiveness of Improvement Policies－a Case in Hsinchu
作者:	林大順 LIN, DA-SHUN
貢獻者:	經營管理學系碩士在職專班
關鍵詞:	連鎖超商經營;創業創新;服務品質;消費者購買決策 Chain store Management;Entrepreneurship Innovation;Service Quality;Consumer Purchasing Decision
日期:	2019
上傳時間:	2019-11-05 09:04:00 (UTC+0)
出版者:	亞洲大學
摘要:	台灣曾經是全球連鎖便利商店展店密度最高的地區，近來因受經濟衰退和失業率上升的影響，使得連鎖超商經營成為一種受歡迎的創業選擇。根據統一超商的統計，在參與統一超商連鎖便利商店的經營者當中，創業加盟店的比例已遠超過直營店，佔比高達90％以上。隨著市場競爭愈來愈激烈，同質性高的經營模式，已使得各家差異化與識別度降低，彼此獨特的競爭優勢也逐漸下降。因此，連鎖超商如欲延續其成長，就必須加強加盟主管理面及員工基礎執行面的教育訓練，且詳細思考應如何導入新的商業營運觀念，透過創業創新的方式，發展出持續且獨特的市場競爭優勢。另外，除了配合總部營運方針外，更須連結與同體系同區域加盟主之間的合作關係，激發出更好的願景和前瞻性規劃。本研究透過個案分析法，以一家營運遇到瓶頸的加盟店為研究對象，檢視加盟主在取得經營權後，因本身創業初期缺乏管理實務經驗，導致營運初期經營成效不佳，服務品質也大打折扣，加盟主除身心所受壓力極大，業績也一直無法成長。在本研究依循學理與實務提出改善方案後，來客數已恢復穩定且營收亦獲得顯著進步，再透過消費者購買決策的改善方案，提供給欲透過創業成長卻缺乏實務經驗的加盟主，一個創新經營模式的參考，促使其達到降低風險、減少摸索期的成本損耗，進而成為營運轉型之成功典範。 Convenience stores have been greatly franchised in the past decades in Taiwan. Due to the economic recess and increasing unemployment rate, a convenience store franchise has been the most popular way among entrepreneurs. According to the President Chain Store, franchise stores have already outnumbered the company directly-managed stores, the former occupying 90 percent. Because of the competiveness, the homogeneity of management has not only decreased the difference and the corporate identity but also reduced its uniqueness. Thus, in order to prolong the chainstore business, it is important to focus on the management of franchise stores and job implementation training of entry-level employees. Moreover, it is vital to take advantage of the competiveness to run the business with the input of innovative and brand new management philosophies. It is suggested that coordination with the headquarter company and cooperation with other franchise stores can inspire ambitious and successful visions. By means of observation and analysis methods, the aim of this thesis is to solve a problem that a convenience chain store encountered due to the lack of management knowledge and employee training. The findings have revealed that the sales of chain store have been improved once our suggestions have been adopted and that the number of customers has been increased. By adopting Consumer Purchasing Decision proposal, by decreasing the business risk and by reducing the unknown costs, it is hoped that the findings of this study could shed new lights on how franchise store could be transformed into a more profitable business.
顯示於類別:	[經營管理學系 ] 博碩士論文

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