| Summary: | 碩士 === 華梵大學 === 工業管理學系碩士班 === 93 === ABSTRACT
The booming development of franchising industries in recent years indicates that both franchisers and franchisees are benefiting from their business endeavors. With centralized supports from headquarters in source materials development, commodities development, training, sales, industry information, and financial and managerial expertise, individual franchisees could effectively reduce entrance risks and uphold chances to succeed. As a result, franchising has become a very popular mode of doing business. Franchisees are, however, advised to take precautions in advance, as there are just as many losers as winners, and frictions between franchisers and franchisees are relentless. Rental stores for comic books are one of the recently proliferating franchising businesses, whose presence in local communities has mushroomed since the passage of copyright act in 1992. But given the varieties of such franchisers, what differentiates those potentially profitable and promising ones from those that are not?
This study aims at offering a valid evaluation of those book-rental franchisers. We establish our evaluating criteria over franchising industries in general, and those offering book-rental services in particular, by reviewing the industry itself, related documents and commentaries by specialists, whose professional judgments are the basis of our overall evaluation. This study starts with an overall review of the franchising theories, evaluation criteria, current situations, and fuzzy selection methodologies. All information are acquired by interviewing specialists, whose comments and suggestions constitute the basis of hierarchy process for evaluation; four dimensions and thirty-one criteria are factored in our study. We then proceed with a survey summoning professional opinions from specialists, with which we select those criteria that are critical and evaluate their relative significance. Based on our evaluation, the following criteria are discarded: business characteristics, number of years since setup of headquarters, sales records, number of employees, mandated time of operation, contractual terms and conditions, expenses for initial promotions and dispensable materials, monthly advisory fees, general advertisement expenses, store planning and construction fees, and whether financing is offered to interested investors. With our evaluation, investors interested in book-rental franchises should choose H as first priority, followed by F, B, and R.
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