| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 92 === In earlier period, the retail enterprises were conservative for running their business. Moreover, low GDP and society consumption level weakened chain stores’ apparent market power. In that time, chain stores’ operation models not only were short of management system and scale economics but also comprehensive operational plans and headquarter system. The development of chain stores is more mature and more competitive in these days. At the same time, local chain stores have developed their operation models and established their foundation by learning successful experience from abroad.
Expansion strategy is the kernel for achieving scale economics and competitive advantage to develop chain stores. However, literatures related with expansion strategies of chain stores are scarce. This study tried to establish a well-defined analytical framework of expansion strategy for chain stores. In order to understand the differences between the practice and the theory of expansion strategies in development, case study and proposition verification were used.
By integrating the theory and analysis, an expansion strategy framework was developed. Moreover, the conclusion of proposition verification was: the expansion strategy of enterprises in growing period is almost consistent with the expansion strategy theory.
Key words: Chain store, Expansion strategy, growth period business
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