以AHP評估麥當勞之行銷管理關鍵成功因素－－高雄旗山區為例

sing AHP to Assess Critical Success Factors of MacDonalds’ Marketing Management: A Case Study at Qishan District Kaohsiung

本研究探討麥當勞速食店在高雄旗山地區行銷成功模式，以實踐大學高雄校區資訊管理系在麥當勞速食店打工約兩年同學之經驗為例，運用層級分析法，結合平衡計分卡之「財務、內部流程、學習成長、顧客」等指標，進行問卷調查與評比，取得16項關鍵成功因素次要指標，並透過加權排列優先順序，作為企業行銷管理參考。

This study takes the critical success factors of MacDonalds’ marketing management at Qishan District Kaohsiung. We use the experiences of students who are the Information Management Major at Shih Chien University Kaohsiung Campus as an example. They have had part-time jobs in MacDonald about 2 years. They will be requested to carry on questionnaires and use the Analytic Hierarchy Process (AHP) model to evaluate and calculate the weights of Critical Success Factors (CSF). We incorporate the “Financial, Internal Business Process, Customer and Learning and Growth” of Balanced Score Card (BSC) to rank and find out 16 sub-CSFs as the references of marketing management.