| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 91 === Abstract
Modern business exists in an era full of competition, electronic information and group-to-group business wars. Franchising, which
was developed in late 1970s , is exactly the combination of
competition , the Internet and team efforts. Franchising of various
types are gradually wide spread and established during the
development of business.
The characteristics of this new developing franchising system
are the rapid growth of the business,the low market share and the
severe competition in the same business. Under the franchising
system, the franchisees not only are licensed or given the authority
to run the business , but also given the assistance of training , marketing and managing by the franchisers.The organizations are benefit owing to the single brand , the group purchasing and
marketing, and the wide advertisement.
With the changing of the consumer behaviors and the rapid
global exchange of information , the competition between franchisees would become the business war between all franchisers
in the future. The decisive fac tor of steady growth of the franchising market depends on the strategies adopted by the franchisers that strengthen product positioning , promote brand
image, encourage the innovation of merchandise, and offer the
creative marketing services.
There is no doubt that the marketing strategy would be the
key factor of the expansion of the franchising market. In this
paper, the comparison of 異業行銷, the analysis of the strategies
同業行銷will be discussed. Furthermore, both the successful
cases and cases of failure will also be analyzed as the references
for operating the franchising business.
Key Words：Chain System、Marketing Strategies.
|
|---|
