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題 名 | 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--以臺灣地區連鎖咖啡店加以實證=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 |
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作 者 | 林妙雀; | 書刊名 | 朝陽商管評論 |
卷 期 | 4:2 民94.07 |
頁 次 | 頁1-40 |
分類號 | 498.93 |
關鍵詞 | 咖啡; 連鎖經營; 行銷策略; 企業競爭力; Coffee; Franchising management; Marketing strategy; Firm competitiveness; |
語 文 | 中文(Chinese) |
中文摘要 | 面對全咖啡文化之洗禮,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定位與消費者行為,本研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、連經營控制與行銷策略組合,對於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,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,確保服務品質,提高營運績,進而增強企業競爭力。 |
英文摘要 | 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’ 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 physical, financial, human and knowledge resources can more closely go with the systems of franchising management control so that it can transmit different explicit and tacit knowledge to its franchising stores. Besides, compared with its competitors, it can flexibly provide customized marketing strategic mix as the appropriate product families, the price position, activities of sales promotion and the physical channels, which thereby not only make the commitment of customers and employees, but also encourage the staff to concentrate more on innovation, guarantee the service quality, promote the operating performance and finally strengthen the firm competitiveness. |
本系統中英文摘要資訊取自各篇刊載內容。