本研究主要目的是在評析，餐飲品牌進駐購物商場時，會用那些評估的因素來進行商業決策，讓餐飲品牌更精準地選擇對的購物商場進駐，進而降低投資風險。希望藉由文獻分析及自身在產業的經驗，達到下列目的：一、瞭解目前台灣餐飲業的現況。二、分析購物商場具備哪些競爭優勢。三、探討餐飲品牌進駐購物商場時，會用哪些評估的因素來進行商業決策。以三合院為例作探討，並參考過去文獻及依據6位專家之問卷所得結果，找出影響評估的主要因素。本研究進行問卷調查研究及統計資料分析後獲得以下結論: 經由問卷調查實證結果得知各構面之重要性依序為:財務規劃、地區、設櫃條件面、行銷方式；顯示財務規劃與地區這兩項構面將關係著餐飲品牌進駐購物商場決策時的首要及次要影響因素。最後本研究針對餐飲品牌及後續研究者提出建議，期望能對餐飲業在未來進行進駐商場相關展店規劃能有所助益。 This research aims to analyze the key indicators that a chain restaurant operator will take into account in the decision-making process of selecting the right shopping malls to open new restaurants, in order to minimize the investment risks.This paper/thesis aims to achieve following objectives through conducting literature review and practical experiences in business operations:1. Gasp a better understanding of current market of the chain restaurants in Taiwan.2. Analyze on those competitive advantages of shopping malls for chain restaurants.3. Explore the factors/indicators that are evaluated by the operator of a chain restaurant in the decision-making process of selecting the right shopping malls to open new branch stores. The case study on SEN HE YUAN Restaurant- a Hong Kong chain restaurant conducts a literature review and collects feedback from 6 experts to a questionnaire, in order to sort out the major indicators that are evaluated and affect the business decisions.After analyzing the results of experts’ responses and statistics data, the author concludes main findings of this research as follows:Based on the empirical data analysis, the importance of four dimensions that ranks from highest to lowest are Financial Planning, Location, Conditions of contracting with shopping malls to Marketing. With that said, Financial Planning stands for the most important indicator and Location is the second important indicator affecting the decision of a chain restaurant operator with respect to the opening of branch stores in shopping malls.Last but not least, this research also provide recommendations to chain restaurant operators and following researchers, for the benefit of catering businesses in their future planning for opening new branch stores in shopping malls.
