The selection and evaluation of store-location through consumer characteristics for a franchise system in food and beverage industry -The case study of M cooperation

• Main Authors: Chao-Lung Su, 蘇昭龍
• Other Authors: Ming-Chih Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/g7hhtr

碩士 === 國立臺北科技大學 === 創新設計研究所 === 98 === With the rapid economy development in recent years, the chain store system develops speedily as well in diverse industries to allow the companies to share the resources effectively. Even all the existing chain stores deal with the customers regularly, but still haven’t be able to developed any kind of models for store allocation. This research tries to develop one store allocation prediction model, based on consumers’ characteristics. The research is composed of four parts: Part One: Set the research motivation and purpose, and investigate papers on consumer’s features, as well as executing the case study. Part Two: Build up the consumers’ characteristics by summarizing questionnaires from customers and then develop one innovative consumer characteristics model by applying the Persona’s theory, which is popular in industrial design field. Part Three: Establish the assessment model with experts’ inputs on constructing the dimensions of consumer characteristics, in order to filter out the critical store-allocation weighing factors from general store allocation criteria. Then we can obtain the standard values of each weighing factors by the experts’ evaluation on each factor. With applying those standard values to each targeted store in this research, we can build up the store allocation prediction model. Part Four: Validate the success of this store allocation prediction model by testing on ten pre-chosen stores. Finally, according the verification results, we execute the prediction model discussion and develop the research conclusion.