臺灣博碩士論文加值系統

連鎖體系的觀念早期由國外引進，在台灣發展已有數十年的經驗，連鎖加盟的經驗日趨成熟，但有系統的本土化研究較為缺乏。本研究以連鎖體系成長的角度出發，選取五大連鎖產業為研究對象，藉由產業分析探討台灣連鎖體系的發展歷程與成長模式的選擇，推演連鎖體系成長模式選擇之相關命題。經研究結果顯示台灣連鎖體系的成長模式初期以直營為主，隨著公司品牌商譽建立及經營知識之累積，至店數達一定規模後，逐漸轉以加盟模式替代直營模式或並行之，藉由加盟模式擴展店數，進而迅速達成經濟規模與獲利之目的，店數成長率高，但此一發展模式會因產業特性不同而有差別；高資本與知識密集之產業，成長模式之選擇均採直營模式，店數成長率低。此外連鎖體系具有高度先進者優勢，店數成長率與營業績效高於後進者，而後進者具有環境學習的效果，藉由知識的擴散，導入加盟店時間較短，加盟比例較高。

The concept of chain stores, was introduced from foreign early, has been implemented to Taiwan’s industry for some decades. The experience of implementing chain store is progressively abundant in Taiwan, but the native systematic research is rarely. Thus, the study selected five categories of industries of chain stores, as research objects to realize Taiwan’s growth mode of chain stores. This study has conducted to investigate the development of Taiwan’s chain stores, growth mode of chain stores’ system and develop propositions related to the development of chain store system by using method of industrial analysis. The result shows that the system of chains developed by owned franchise in early stage for learning the chain management know-how and build brand equity in Taiwan. For a certain size, the system would turn to use the way of franchise to substitute owned franchise or exist to each other. Firms furtuer be expanded by franchising. Thus, economies of scale and sufficient profits have been achieved rapidly. However, the growth mode of chain stores varies with industries. The industry with high capital and intensive knowledge that adopts corporate-owned chain, but it has reduced growth rate. Moreover, the development of chain stores has high first-mover advantage. The first-mover has higher growth rate and better performance than other chain stores. Nonetheless, latter chain stores may learn the technology through spread of knowledge. Therefore, they have higher proportion of franchise and spend less time developing franchise.

目錄
摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖表索引 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 研究範圍 4
第四節 研究限制 4
第五節 研究流程 6
第二章 相關文獻探討 7
第一節 連鎖企業的定義 7
第二節 加盟企業的定義 10
第三節 直營連鎖與加盟連鎖的區別 12
第四節 直營與加盟連鎖之比較 15
第五節 連鎖體系的發展歷程與成長模式選擇 17
第六節 資源基礎理論 21
第七節 交易成本理論 31
第三章 研究方法 41
第一節 研究對象 41
第二節 選樣條件說明 42
第三節 資料蒐集與分析方法 45
第四章 個案分析與命題推演 47
第一節 台灣連鎖系統發展歷程 47
第二節 台灣連鎖產業連鎖體系經營型態與成長模式 49
第三節 台灣五大連鎖產業概況與成長模式分析 59
第四節 命題推演 89
第五章 結論與建議 93
第一節 研究結論 93
第二節 研究建議 94
參考文獻 96
附錄一 公司簡介 101
附錄二 台灣連鎖產業公司訪談對象 117

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