A Study on the Key Success Factors of Franchise Stores: Taking A Chain of Guangdong Porridge as the Case Study

• Main Authors: LIN, WEI-YU, 林威宇
• Other Authors: HUANG, YU-KAI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/g3xc8m

碩士 === 南華大學 === 文化創意事業管理學系 === 107 === 　　After successfully replicating the business models of the United States and Japan, the chain franchise industry in Taiwan has become the main business model of today. The chain business model has changed the traditional business model. Many self-employed entrepreneurs have successfully developed chain brands, creating many employment opportunities. 　　Among them, the chain catering industry has been the most potential for development. As the culture of eating out grows rapidly, more and more people or families prefer eating their dinner outside instead of eating at home. Meanwhile, the habits of food sharing via social media have contributed to the promotion of marketing in the chain restaurant industry, especially obvious this year. It expands the chain map to countries around the world,too. However, over the past a few years, Taiwanese government has engaged a new policy of "one rest day one day off" has brought new challenges. Besides this, the problem of a low-birth rate has also caused the shortages of labour, etc. All of these are the problems that are faced by the catering industry at present. Chain operators must keep up with the trends of the times. Try to combine technology, in the popularity of e-commerce, innovative business model close to the needs of new generation consumers. 　　This study takes a chain Guangdong porridge "A" as the research subject, using hierarchical architecture analysis to explore key success factors that may affect franchise stores. Constructing four major facets that affect the key success factors of franchise stores: "1. Product condition factors", "2. Marketing and sales factors", "3. Human resource management factors", "4. Competitive factors of the market". 12 assessment items are: (1). Product quality, (2). Product diversity, (3).The R&D ability of new product, (4).Pricing Strategy, (5).The decision of location(s), (6).Advertisement and sales promotions, (7).Staff quality, (8).Training and development, (9).Stable human resource management, (10). Cost control, (11).Franchise system, (12).Brand awareness. 　　The research shows: "Product conditions" is the most important facet. The following are "Marketing and sales factors", "Competitive factors of the market", and "Human resource management factors". And in all twelve evaluation project guidelines, the top six names according to their priority are: "Product quality", "The decision of location(s)", "The diversity of the products", "The R&D ability of new product", "Pricing strategy", "Staff quality". The result of this study hoped to provide suggestions to the entrepreneurs who will take it as a reference so that they will manage or run their business successfully.