Analyzing the Effect of Franchising Store Location on the Number of Product Sales- With A Case Study on S medical supply franchising company
|關鍵字:||區位選擇;便利性;中地;醫院分級;商店選擇;涉入性;Location;Convenience;Center Place;Hospital levels;Location choice;Involvement|
In recent years, the franchise marketing channels are booming and have become the main stream in Taiwan retailing industry as the most successful business model. The adoption of this business model is from catering industry, retailing and medical supplies retailing industry, the way of business has gradually developed from the traditional individual business model to an approach to branding franchise business model. Medical supplies retailing industry mainly sells medical assistive Devices, medical consumption aids. In Taiwan the medical assistive devices industry mainly divides into manufacture, wholesalers and retailing channels. For instance, there is no specific relevant regulatory restrictions on wholesalers of medical supplies industry, therefore the threshold to entry to the industry is low.The trend of retail industry development, the franchise branding model are gradually replacing the traditional independently medical equipment stores. Therefore, the data of this study is based on the sales record of one of the main medical supplies wholesalers to the Taiwan's largest medical supplies franchise chain stores, It is to study how the location of stores have effects on the quantity of their sales item The study results show that The results of this study found that : 1. Product involvement and the hostel levels have effects on the sales quantity; involvement and hospital level have interaction on the sales quantity; location and hospital level have interaction on the sales quantity, and overall, involvement, hospital levels and store location have interaction on the sales quantity as well. Keywords : location choice, hospital levels, location, convenience, involvement, Center place.