摘要
本研究探討麥當勞在旗山地區行銷成功模式，以實踐大學高雄校區打工同學之經驗為例，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，取得十六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。
關鍵字：關鍵成功因素、平衡計分卡、層級分析法。
ABSTRACT
This study takes the critical success factors of MacDonalds’ marketing management at Qishan district. 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.
Keywords: Critical Success Factor (CSF); Balanced Scorecard (BSC); Analytic Hierarchy Process (AHP)
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