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連鎖加盟總部一定要有示範店嗎
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連鎖加盟總部一定要有示範店嗎
1.
連鎖加盟總部一定要有示範店嗎? 連鎖加盟的營業店規格,從系列性的展店規格到加盟主的店家裝潢,業者經常 陷入價格與利潤的思維問題中,但遺憾的是,業者卻未曾真正從市場需求與顧 客認知上來擬定真正合乎成本考量與提升連鎖加盟門面、CIS 整體戰略等問題 思考,如 7-11
在台經營近二十年來其各店家規格、標準、裝潢、貨品數量、陳 列擺設也因趨勢、時勢、地勢不同而有所變化。 如微軟程式也因應不同的需求,也推出不同的程式版本,例如:企業版、家用 版、標準版等。又如信用卡公司因應不同市場顧客認知而推出不同層級的卡別, 像無限卡、白金卡與普卡等;與實際顧客消費型態分析又分為聯名卡,像玫瑰 卡、慈濟卡、媽祖卡等;按消費需求不同也有公司卡與個人卡等。 另連鎖加盟總部為求永續經營原則,在系列店的展現或提升改革為前提下,除 經營者之經營理念的堅持,也更需以全面市場的檢視與主顧客群的消費認知來 做為經營之整體戰術。 例如,賓士汽車的價格與品質,眾人皆知,但若推出 100 萬平價版車型款,市 場反應會如何?又福特汽車推出 300 萬豪華車型,顧客的反應會如何?會毫不 猶豫的買嗎? 其實,加盟總部的展店策略以戰地而言,其店家發展系列規劃應如同信用卡或 微軟程式般之方式,故因有旗艦店、示範店、標竿店、標準店、普適店的區分, 才會有適時、適地、適人、適格以合乎市場顧客真正之需求為要。
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