The Study of the Key Successful Factors of the Chain Tea Beverage

• Main Authors: Kun-lung Ho, 何昆龍
• Other Authors: Guang-Hua Yu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/85035376097121236738

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 95 === In past decade years, national income and life quality is raising up in Taiwan, according to market elimination naturally, we find that cold tea industry has already exited in our daily life; survival stores can enlarge their market share by type of chain stores, and such chain stores have different features on business model. At present, tea chain store faces intensive competition in Taiwan, therefore, this research motivation is to probe into the key success factors of tea chain stores; however, it’s quite difficult to control key success factor (KSF) of business model, the research would try to extract KSF, analyzing Analytical Hierarchy Process(AHP). The survey target is tea chain store at Tainan area. As for drink chain store, the key success factors of commonness include expansion strategy, media strategy, product sales analysis, and store decoration design, but it’s slightly different way for direct chain store industry in KSF, direct store’s strategy should emphasis on store organization and human resource application, steady financial condition and brand development strategy; while franchise store should view product sales analysis, advertisement, promotion, and media application as the main strategies. The key point is, no matter direct or franchise chain store should pay much more attention to their commonness and their key success factors, to enhance the competition.