The research of switching franchiser strategy

• Main Authors: Sao-Wen Ma, 馬少文
• Other Authors: SHEN CHING CHENG Ph.D.
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/59603913462771223525

碩士 === 義守大學 === 管理科學研究所 === 87 === The prosperity of chain convenient stores that turns the manufacturer''s market into the distributor''s, caused a revolution in channels. The cruel competition appears when chain convenient stores have expanded their market day by day. In order to survive in the market, franchisees must select right franchisers. 1. Through this research, we find that the operational performance of a chain convenient store is better than a non-chain one. Also the market shows prosperity in chain convenient stores while non-chain''s are declining. 2. VCs(自願加盟) are pushed and blocked out by FCs(特許加盟) in the cruel environment. 3. Operational performances among franchisers are quite different. It would affect a franchisee''s future development to choose a right franchisers. 4. Cruel competition, employee turnover rate, weak guidance, overloaded work and increasing house rent…etc; unfortunately, a franchisee must face and bear them all. 5. Primary factors to influence a franchisee switch it''s franchiser are value creation competency, core competence and logistic system. 6. Secondary factors are the increased sales revenue, new commodity development pace, commission rate, commodity and customer service information, certain refund from it''s franchiser, franchising royalty, problem shooting ability, distribution system and revenue of commodity. 7. The value creation competency is both a hygiene factor and a motivator for franchisers and franchisees.