本研究個案背景為業界領導品牌，創辦者於1975年開立第一家布莊店面，至1992年時已成立了11家直營門市店面，創業過程中創下單一店面，面積高達千坪賣場之規模，爾後遇及景氣波動市場變化，由布料商品買賣轉型為服務導向之窗簾直營店面，全省直營店面曾高達百餘家，從第一線服務人員到生產、車工、配送安裝一條龍服務，員工超過4百餘人，即使面臨不可預期的92年SRAS風波，98年金融風暴等事件，仍維持獨資直營連鎖型態，目前約維持有72家之直營店面。
針對本次討論的個案產業，在創業初期也有類似背景發展的同業，當個案轉型為窗簾門市快速成長之際，也有許多同業交流學習其經營方式，然而當發展至稍具規模時，往往又遇到難以突破的瓶頸，縮回至較小的規模型態。而本次個案經轉型過渡期後，約以每年10家頻率開立直營連鎖新點，店面總數最高曾達103家直營連鎖店，該企業是否有異於同業之作法理念或特殊資源，將藉由與創辦者訪談及次級資料研究，分析個案商業模式及其競爭優勢。
隨著平台經濟及共享經濟快速成長，傳統研究應用的直線型供應鏈管理已非創造價值的唯一方法，消費者因資訊取得容易自我意識高漲，不太能只被動接受生產者或行銷端提供的商品或服務，期望能扮演更積極主動的角色提供意見，也參考其他使用者或相關社群的意見。本文將從產業中直營連鎖與加盟經營狀況，試圖以直營加盟理論檢視企業價值創造活動，找出對家飾產業發展或個案轉型之可能應用模式。

關鍵詞: 商業模式 直營加盟連鎖

The case was the industry's leading brand. In 1975, the first store was opened. From 1994, the cloth sales were transformed into service-oriented curtains. The direct store has more than 100 stores and more than 400 employees. There are about 72 direct storefronts in the chain. In the face of peers or other competitors to divide the market, in addition to more sophisticated self-core capabilities, the operators plan to open direct chain, to create ideas with value, and with customers, employees, peers, upstream manufacturers and other stakeholders, A more friendly and positive interaction ◦ This study will analyze case business models and their competitive advantages. From the status of industrial management, we will examine the value creation activities of enterprises and find out the application model for the development of the home decoration industry or the transformation of cases.

Key words: Business model Direct franchise chain

壹、中文文獻
吳思華 (2000)，策略九說：策略思考的本質，三版，台北市：臉譜出版。
劉常勇、謝如梅 (2006)，創業管理研究之回顧與展望：理論與模式探，創業管理研究，第一卷第一期，頁1-43。
謝兆民 (2006)， 用資源觀點探討創業必要資源之研究
楊柏堯 (2008)， 傳統窗簾從業人員社交特質等探討 .
陳志敏 (2009) ，連鎖企業經營方式之經濟分析-直營或加盟的選擇
蔡沛廷 (2012) ，連鎖企業經營型態之研究 _ 以台灣連鎖體系為例
蕭志舟 (2013 )，窗簾產業型態變遷研究
蘇修敬 (2016 )，互動多媒體網站對於窗簾業行銷之研究
陳至琦 柯羽玲 許睿真 (2013 )，地區型窗簾業企業創新方案實務
蘇修敬 (2016 )，互動多媒體網站對於窗簾業行銷之研究
吳昭明 黃越宏 (2014) ，用心求變隆美窗簾董事長郭麒麟的經營傳奇
台灣連鎖加盟協會，「2018台灣連鎖店年鑑」
商業週刊1614期 2018.10
蘇淑華 (2002) ，連鎖加盟之緣起與未來發展趨勢之研究發展
蔡沛廷 (2012) ，連鎖企業經營型態之研究 以台灣連鎖體系為例
丁學勤 陳正男 吳萬益 (2004) ，總部特質、溝通、投機行為、資產專屬性對加 盟關係的影響
劉常勇 謝如梅 (2006) ， 創業管理研究之回顧與展望： 理論與模式探討
嚴盛豪. (1984). 連鎖經營控制之研究-系統分析方法之研究
戴照煜. (1990). 連鎖經營成功之道
賴山水. (1995). 連鎖加盟事業. 賴山水發行.

貳、英文文獻
Timmers, P. (1998). Business models for electronic markets. Electronic markets, 8(2), 3-8.
Amit, R., & Zott, C. (2001). Value creation in e‐business. Strategic management journal, 22(6‐7), 493-520.
Chesbrough, H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation's technology spin‐off companies. Industrial and corporate change, 11(3), 529-555.
Magretta, J. (2002). Why business models matter.
Morris, M., Schindehutte, M., & Allen, J. (2005). The entrepreneur's business model: toward a unified perspective. Journal of business research, 58(6), 726-735.
Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68.
Casadesus-Masanell, R., & Ricart, J. E. (2010). From strategy to business models and onto tactics. Long range planning, 43(2-3), 195-215.
George, G., & Bock, A. J. (2011). The business model in practice and its implications for entrepreneurship research. Entrepreneurship theory and practice, 35(1), 83-111.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
Carman, J. M., Kenneth, P., & Richard, D. (1973). Marketing Principles and Methods. Irwin Inc, 200-206
Lafontaine, F. (1992). Agency theory and franchising: some empirical results. RAND journal of Economics, 23(2), 263-283.
Caves, R. E., & Murphy, W. F. (1976). Franchising: Firms, markets, and intangible assets. Southern Economic Journal, 572-586.
Combs, J. G., & Castrogiovanni, G. J. (1993, August). FRANCHISING STRATEGY: A PROPOSED MODEL AND EMPIRICAL TEST OF FRANCHISE VERSUS COMPANY OWNERSHIP. In Academy of Management Proceedings (Vol. 1993, No. 1, pp. 7-11). Briarcliff Manor, NY 10510: Academy of Management.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan Management Review, 32(2), 94.
Minkler, A. P. (1992). Why firms franchise: A search cost theory. Journal of Institutional and Theoretical Economics (JITE)/Zeitschrift für die gesamte Staatswissenschaft, 240-259.
Caves, R. E., & Murphy, W. F. (1976). Franchising: Firms, markets, and intangible assets. Southern Economic Journal, 572-586.
Kotler, P. (1988). The potential contributions of marketing thinking to economic development. In Marketing and Development: Toward Broader Dimensions (pp. 1-10). JAI Press.
Bradach, J. L. (1997). Using the plural form in the management of restaurant chains. Administrative Science Quarterly, 276-303.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
Jones, A. P., James, L. R., & Bruni, J. R. (1975). Perceived leadership behavior and employee confidence in the leader as moderated by job involvement. Journal of Applied Psychology, 60(1), 146.
Kor, Y. Y., & Mahoney, J. T. (2004). Edith Penrose's (1959) contributions to the resource‐based view of strategic management. Journal of management studies, 41(1), 183-191.