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題名:台商連鎖餐飲業大陸華東市場展店之選址決策研究
作者:邱志宏
作者(外文):Chih-Hung, Chiu
校院名稱:國立臺北科技大學
系所名稱:工商管理研究所
指導教授:廖森貴
吳國棟
學位類別:博士
出版日期:2015
主題關鍵詞:理想解類似度偏好順序法網絡分析法選址策略連鎖業TOPSISANPSite SelectionChain Store Industry
原始連結:連回原系統網址new window
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2008年後兩岸交流開啟前所未有頻繁新局面。繼製造業之後,尤其是台商連鎖餐飲服務業前仆後繼前往大陸投資設點。到2015年3月台灣餐飲兩大龍頭85度C在中國大陸市場已達到500家規模;而另一家王品集團也有100家。連另一企業快樂檸檬飲品也近700家門店。分別在競爭激烈的大陸華東市場佔有一席之地。這些成功廠商的共同點就是在適宜地點開出佳績的店面。許多學者也提到選址策略的好壞直接關係到店鋪的便利性,並最終影響消費者數量的多少和銷售收入的高低;適切的選擇開店地點,是開店創業成功的首要工作。因此總部在各地開店前,首先應思考的問題,就是選址做最適當的決策。
本研究以85度C為研究對象;針對展店之選址關鍵因素文獻進行探討,探討85度C在江浙滬開店選址策略,根據模糊德菲法探討85度C實際參與展店之選址評估主管的意見,運用決策實驗室法(Decision Making Trial and Evaluation Laboratory, DEMATEL) 歸類因素修正準則及相互影響的關係,再用網絡分析法 (Analytic Network Process, ANP) 得到權重層級架構,運用理想解類似度偏好順序 (Technique for Order Preference by Similarity to Ideal Solution, TOPSIS) 排序方案,求得最佳店面選址。
本研究整理出架構得出下列三項構面:(一)、人口構面,包含4個準則:人口數、人口密度、消費購買力、消費習性。(二)、交通構面,包含4個準則:交通便利、人潮流量、滯留時間、競爭者多寡。(三)、店面構面,包含4個準則:店面租金、店面租金漲幅程度、店 面的可見度、接近賣場。將研究架構結合決策實驗室分析法網絡分析法與理想解類似度偏好順序法導入個案公司,協助其主管評選出最佳的選址策略,做為企業決策選址規劃重點。本研究將此決策模式實際應用在85度C在大陸市場展店之選址策略上,比較分析協助其主管評選出最佳的方案,並針對後續研究者提供未來研究方向。
Since 2008, many Taiwan’s food &; beverage Chain store enterprise started to enter into China Market and to set up chain stores. Until March 2015 the top two leading Taiwanese chain stores, 85〫C has reached 500 stores in the China market; and another WowPrime Group also has set up 100 stores. Even another enterprise Happy Lemon drinks also built nearly 700 stores. Therefore, in the highly competitive mainland China market, especially in the East China, to choose an appropriate location for each new store is an important issue for them to consider.
Based on literature research, this study collects the key factors of a store’s site selection. This study is adapting Fuzzy Delphi Method (FDM) to identify factors influencing the site selection by explore the 85〫 C in East China’s site selection strategy. This research is also using the Decision Making Trial and Evaluation Laboratory (DEMATEL) to find out the quantization level of interaction between these factors. The third phase is using Analytic Network Process(ANP)to determine the relative weights and importance of those factors, than using Technique for Order Preference by Similarity to Ideal Solution (TOPSIS)and put forward a set of integrated and scientific findings. And hopefully those findings can be used as corporate decision-making in new store planning priorities. In addition, those recommendations can also be the practical application as a decision-making model in the mainland China market. By doing so, this research can help not only 85〫C but also other chain stores to be more competitive in selecting the best solutions, and provide direction for future study for subsequent researchers.
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