連鎖餐飲攤販經營之商業模式探究

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Title:	連鎖餐飲攤販經營之商業模式探究 An Exploration of Business Models for the Operations of Chain Vendors of Food and Beverage
Authors:	黃俞熏 HUANG, YU-HSUN
Contributors:	經營管理學系
Keywords:	連鎖餐飲攤販;加盟連鎖;商業經營;商業模式九宮格;深度訪談 Chain Vendors of Food and Beverage;Franchise Chain;Business Operation;Business Model Canvas;In-Depth Interview
Date:	2022-07-26
Issue Date:	2022-10-28 08:14:11 (UTC+0)
Publisher:	亞洲大學
Abstract:	攤販被視為是一種小資創業的方法，具備著低投入易轉讓的特性。但正是因為創立簡單導致許多人因經營不善導致停滯不前或倒閉，當攤販走向加盟連鎖化時更往往會出現問題，在財務、人力、管理、經營等方面往往因為某一環節的處理不當導致加盟主流失或者企業停滯不前及下滑，加盟往往被認為是一種可以快速創造企業先佔優勢的方法。加盟者獲取加盟總部已經建立好的品牌資產，加盟總部則有賴加盟主協助銷售產品或者擴增知名度，增加更多與顧客接觸的機會；加盟總部與加盟主彼此關係的建立與穩固，更可以加速事業的發展。而連鎖加盟總部在推行加盟的過程中，除了要全力拓展新店外，也應當致力於創造更好的經營方式，以保證企業的長遠走向。然而，過去攤販轉型連鎖初期大都以個人的知識、經驗和主觀判斷為主要可供參考的資料，並無一套具體有效的方法。有鑑於此，透過深度訪談去撰寫一套攤販轉型連鎖初期可參考的文獻及策略，無論是對加盟者或加盟總部都顯得格外重要且具有價值。本研究探討過去之相關研究，透過運用質性研究之深度訪談法，實際訪談九位攤販連鎖總部負責人。本研究依據逐字稿，歸納出連鎖攤販之商業模式，做為攤販連鎖創業者將來在進行拓展決策時重要且具體的參考依據。 Street vendors are regard as a kind of petty-capital entrepreneurial method, with the characteristics of low investment and easy transfer. However, it is precise because of the simplicity of the establishment, many vendors get bogged down with the operations of their business or go bankrupt due to poor management. Problems often arise when street vendors move towards franchise chains. In terms of finance, human resources, management, and operation, due to improper handling of a certain link, enterprises may often lose their franchisees or the growth of their business slow down or stops completely. Franchising is often regarded as a method that can quickly create an enterprise’s first advantage. The franchisee acquires the brand assets that have been established by the franchise headquarters, and the franchise headquarters relies on the franchisees to assist in selling products or increasing popularity, increasing more opportunities to contact customers. The establishment and stability of the relationship between the franchise headquarters and the franchise owners can accelerate the development of the business. In the process of the franchise headquarters popularizing their franchising, they should not only make every effort to expand new franchisees but also devote themselves to creating a better way of operation to ensure the long-term trend of the enterprise. However, in the past, in the early stage of the transformation of street vendors, most of them used personal knowledge, experience and subjective judgment as the main IV reference materials, and there was no set of specific and effective methods. In view of this, through in-depth interviews, writing a set of literature and strategies that can be referenced in the early stage of the transformation of vendors into chains is extremely important and valuable to franchisees or franchise headquarters.This research explores the related research in the past. By using an in-depth interview method of qualitative research, the actual interviews with nine heads of franchise headquarters from different street vending business were made. Based uponthe transcripts of interviews, business models for the chosen types of chain street vending business are summarized. Hopefully, they will serve as an important and specific reference for prospective chain vendors to make better decision to manage or expand their business in the future.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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