連鎖企業近年來中國快速的萌芽發展，尤其是面積150-180平方米左右的小店，店數更是迅速的不斷開設，但此類的文獻與相關研究也相當的少，本文主要針對小店的立地點的評核與決策，經由專家透過修正德菲法(Modified Dephi Method)與TOPSIS法進行優勢排序，評選出影響門店投資報酬率的9個評估要項：(1)店門前的人潮流量。(2)商圈內之居住人口。(3)商圈內的目標客數。(4)互益店。(5)互斥店。(6)有利點。(7)不利點。(8)門店可使用面積。(9)租金毛利額占比等。採用逐步迴歸分析法(Stepwise Regression)，來驗證可能影響門店投資報酬率之評估項目，經逐步迴歸分析後，若因時間因素可考慮以互益店、店前人流、租金毛利佔比三個評估項目，若時間雖急迫但允許再增加，可依時間限制依序增加蒐集有利點、使用面積、不利點與居住人數等最多七個評估項目資料，即可提供連鎖企業與相關業者，可快速而準確評選立地點是否適合開店，並能確立每一新設立的門店能逹到獲利目標。

In recent years, chain stores, in particular those small stores with the surface approximate 150–180 square feet, are expanding aggressively in China. The existing studies, however, seldom discussed such category of chain stores for site selection. Therefore, this study focuses on the strategies which could provide the methods of site selection. Employing the Modified Dephi Method and TOPSIS method, this research invited field experts to determine nine major aspects of site selection in order to build up evaluation standard of chain stores respectively: (1) crowd flow in front of the chain stores (2) resident population (3) target number of clients (4) complementary stores (5) mutually exclusive shops (6) advantages in establishing the store (7) disadvantages in establishing the store (8) actual usable space in the store (9) ratio of rent to gross profit volume. This research used the stepwise regression to examine possible rate of investment return of site selection to verify and simplify the evaluation model. After stepwise regression analysis, this study found that three evaluated items such as complementary stores, crowd flow in front of the chain stores, and ratio of rent to gross profit volume could be considered as the dependent items and influenced by the time factor. Further research results showed that if the time factor is hasty for site selection, the dependent items could increase up to 7 items the most. These items are: advantages in establishing the store, actual usable space in the store, and resident population...etc. As the results, the study could provide the owners of these chain stores a rapid and specific store location selecting method to ensure each new chain store to reach the profit purpose.

目     錄

誌        謝	Ⅰ
中文論文提要	Ⅱ
英文論文提要	Ⅲ
目        錄	Ⅳ
表   目   錄	Ⅵ
圖   目   錄	Ⅷ
第一章 緒論
…………………………………………………………………………1
第一節 研究動機	1
第二節 研究問題與目的	3
第三節 論文架構	5
第四節 研究流程	6
第五節 論文結構	7
第二章 文獻探討 …………………………………………………………8
第一節 連鎖店的定義	8
第二節 商圈的定義	13
第三節 商圈的界定	14
第四節 立地調查的作法	16
第三章　研究方法 ………………………………………………………24
第一節 修正德菲法	24
第二節 TOPSIS法	26
第三節 逐步迴歸分析法	31
第四節 選址評分標準	36
第四章 研究結果…………………………………………………………38
第一節 修正德菲法與TOPSIS分析之結果	38
第二節 逐步迴歸分析之結果	45
第五章 結論與建議………………………………………………………52
第一節　研究結論	52
第二節　研究限制	54
第三節　研究建議	54
參考文獻 …………………………………………………………………55	
中文部分 ……………………………………………………………………………55
英文部分 ……………………………………………………………………………55
網站部分 ……………………………………………………………………………63
附錄 ………………………………………………………………………65
附錄1…………………………………………………………………………………65
表目錄
表2.1連鎖店的定義	12
表3.1 選址評分表	36
表4.1 專家評分原始值	40
表4.2 評估矩陣歸一化決策矩陣	41
表4.3 專家權重表	41
表4.4 加權歸一化距陣	42
表4.5 正理想解	42
表4.6 負理想解	43
表4.7 尋找正理想解與負理想解	43
表4.8 相對接近程度與方案優勢排序	44
表4.9店址選擇投資報酬率與評估要項之相關性	45
表4.10店址選擇投資報酬率與評估要項之模式摘要	46
表4.11店址選擇投資報酬率與評估要項之ANOVA分析	47
表4.12 店址選擇投資報酬率與評估要項之係數	48
表4.13 店址選擇投資報酬率與評估要項之相關係數	49

 
圖目錄
  
圖1.1  論文架構	5
圖1.2  研究流程	6

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