To Establishing an Evaluation Model for Franchising''''s Extending Policy

• Main Authors: LIN MEI SHU, 林美淑
• Other Authors: CHI-YUAN GU
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/30368436187396577155

碩士 === 中原大學 === 企業管理學系 === 88 === ABSTRACT With the change of industrial structure ,the rate of service is increasing rapidly. In additional, with the raise of Gross National Product (GNP), the consumption of internal is also increasing little by little. In these changeful situations, the development of retailing is more diversified, especially in the development of chain store like convenient store, supermarket, communication etc., all trades and professions establish their franchisee and extend stores actively. In the situation of the numbers of chain store raise rapidly, perhaps proves the word” To control place is the hegemonist , to approach the consumer is the winner.”. If the selling places or the selling points of a retailing are more than competitors, the opportunities of touching consumers and selling are increasing. However, the funds and resources for an enterprise are very limited. As a result, after evaluating the inner situations of a firm and the outer situations of consumer demand and competition, how many numbers of chain stores for a franchisee is an appropriate decision. Therefore, by collecting and reviewing the literatures like the business characteristics of franchise and the influential factors of store’s place etc., and by the way of interviewing with specialist to decide the branch influential factors of extending stores, build a hierachy, and then build a measuring evaluated model. Finally, as a franchisee of convenient store regard as the prove of evaluated model. Keyword: Franchise, extending store, Analytic Hierachy Process, convenient store.