| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 88 === Title of Thesis:Chain store system''''s framework building and
case analysiing about location selecting Total Pages:97
Name of Institute:Graduate Institute of Management Sciences Tamkang University
Graduate Date:June,2000 Degree Conferred:Master
Name of Student:Min-Jr Fu Advisor:Ph.D. Wayne S. Chow
Ph.D. Liang-Yuh Ouyang
Abstract,
Chain store system is an efficient operating way at present because of professional and uniforming management. It helps to lower costs and heighten competence; as a result, for a growing chain system, to develop new stores is a necessary trend.
According to Statistic, if chain branches locate precisely (rightly), it is almost successful. Now, there are some books or literature showing the location criterias and circle theories; however, to most enterprisers, the practical choices are only dependent on their experience. This study focuses on developing a structure for selecting positions on the chain stores that have planned marketing.
To evaluate store positions are divided to two steps. The first one is to take out the unqualified store positions and there will come to spare investigating cost. Then, the second step is to define circles for the preparing stores. In addition, the customers, the characteristics, and competitors of this circle are required to be investigated. By the way, the unqualified stores have to be dropped out, and then the others are for the next steps including income forecasting and return evaluating. The last step is to rank the stores, which returns are over costs, and to be the basis doe developing chain stores.
表次-----------------------------------------------------------I
圖次------------------------------------------------------III
第一章 緒論
1.1 研究背景-------------------------------------------------1
1.2 研究動機-------------------------------------------------2
1.3 研究目的-------------------------------------------------3
1.4 研究範圍-------------------------------------------------4
1.5 章節結構-------------------------------------------------5
第二章 文獻探討
2.1 連鎖體系之意義-------------------------------------------6
2.2 商圈之意義----------------------------------------------10
2.3 商圈選擇之相關文獻--------------------------------------17
第三章 研究架構
3.1 研究流程------------------------------------------------23
3.2 企業分析------------------------------------------------28
3.3 初步評估------------------------------------------------33
3.4 商圈界定------------------------------------------------35
3.5 實地調查------------------------------------------------37
3.6 深入分析------------------------------------------------39
3.7 成本分析------------------------------------------------43
第四章 個案分析
4.1 個案公司沿革--------------------------------------------45
4.2 企業分析------------------------------------------------47
4.3 初步評估------------------------------------------------51
4.4 商圈界定------------------------------------------------54
4.5 深入分析------------------------------------------------59
4.6 報酬率分析----------------------------------------------66
第五章 結論與建議
5.1 研究發現------------------------------------------------72
5.2 策略涵意------------------------------------------------73
5.3 研究貢獻------------------------------------------------74
5.4 研究限制------------------------------------------------75
5.5 後續研究建議--------------------------------------------76
參考文獻----------------------------------------------------77
附錄A：問卷形式---------------------------------------------82
附錄B：商圈地圖---------------------------------------------87
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