连锁经营控制-朝阳科技大学机构典藏系统.PDF

朝陽商管評論 中華民國94 年7 月，第四卷，第二期，1-40 專屬資源、連鎖經營控制、行銷策略組合對企業競爭力影響之研究 －以台灣地區連鎖咖啡店加以實證 林妙雀 輔仁大學國際貿易與金融學系 摘要 面對全球咖啡文化之洗禮，經營者已朝向大規模連鎖經營。觀乎過去對 咖啡業研究大多偏向咖啡市場定位與消費者行為，本研究為深入探討經營者 持續性競爭優勢差異之全貌，乃建立專屬資源之擁有、連鎖經營控制與行銷 策略組合，對於企業競爭力影響之研究架構，並配合 116 份咖啡連鎖店之問 卷調查，應用LISREL 加以驗證。其結果發現凡是具備豐富實體、財務、人力 與知識資源的總店，愈會配合連鎖經營之正式與非正式控制機制，將各種外 顯與內隱性知識傳遞給各分店，而且比競爭者提供為顧客量身打造的適當商 品組合、價格定位、促銷活動與實體通路之靈活化行銷策略組合，將有利於 凝聚顧客與員工向心力，鼓勵員工多研發創新，確保服務品質，提高營運績 效，進而增強企業競爭力。 關鍵字：咖啡、連鎖經營、行銷策略、企業競爭力 2 朝陽商管評論，第四卷，第二期，民國94 年7 月 The Study of the Influence of Firm’s Specific Resources, Franchising Management Control and Marketing Strategic Mix on the Firm Competitiveness-- Analysis on the Taiwan Coffee Chain Stores Miao-Que Lin Department of International Trade and Finance, Fu-Jen Catholic University Abstract Facing the fumigation of worldwide coffee culture, the coffee business operators also steer their ways to significant franchising management. Owing to the past studies which likely focus on the position of coffee market and customers’ behavior, this research will deeply look into the overall picture of different superiority of operators’ sustainable competitive advantage. The research framework of the influence on firms’ competitiveness will be constructed by the possession of specific resources, the management control mechanisms of franchising systems and the difference of marketing strategic mix. In addition, it will go with the survey of 116 questionnaires from franchising coffee shops and then conduct LISREL to analyze. This study finds out that the chief shop with abundant physica