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本文运用层次分析法探讨了我国日用消费品连锁农家店经营的关键成功因素。在专家访谈与相关文献分析基础上,本文建立了影响连锁农家店经营成功的包含7个准则层要素与28个方案层要素的层次分析架构,并通过对27个总部经理人员和117个门店店长的问卷调查,分别得到这两者所确认的关键成功因素。本文研究结果可以为连锁农家店经营者进行决策或资源分配提供参考,同时对于构筑“万村千乡市场工程”的长效机制也具有一定的政策涵义。
In this paper, using analytic hierarchy process to explore the key success factors of chain stores in China’s consumer goods chain. Based on the expert interviews and relevant literature analysis, this paper establishes a hierarchy analysis framework that contains seven elements of the guideline and 28 elements of the program, which affect the success of the chain store management. Through the analysis of 27 headquarters managers and 117 stores Long questionnaires, each obtained by the two key success factors identified. The results of this paper can provide reference for decision-making or resource allocation of chain farmer’s store operators, meanwhile, they also have certain policy implications for building a long-term mechanism of “market of thousands of villages and townships ”.