Title page for 974206018


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Student Number 974206018
Author Jyue-Wei Gan(甘珏瑋)
Author's Email Address alviskan1002@hotmail.com
Statistics This thesis had been viewed 880 times. Download 635 times.
Department Graduate Institute of Industrial Management
Year 2009
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title The Effect of Channel Coordination through Franchise Contractual Arrangement
Date of Defense 2010-06-14
Page Count 71
Keyword
  • Fee structure
  • Franchise contract
  • Franchsing
  • Royalties
  • Abstract This study focuses on a general franchise system in a single period. We consider the effect of channel coordination between franchisor and franchisee based on the model of “Regular” and “Franchise” chains. We discuss the optimal pricing and advertising strategy of single product in both chains to maximize the total channel profit. We consider the price-dependent and additive linear demand model, and take the influence of advertising cost into account to derive the demand function. With this demand function, we consider more about the factors of revenue-sharing and franchisee fee, to obtain the profit function of the franchise channel, franchisor, and franchisee.
       Our objective is to compare the difference of the strategies made by different leaders in “Regular” and “Franchise” chains, analyze the role of franchise contracts in channel coordination. In order to use the numerical study and sensitivity analysis to obtain further information about how these parameters influence the profit function, we take the Macdonald’s for example to derive the parameters of our model.
    Table of Content 中文摘要I
    英文摘要II
    目錄III
    圖目錄V
    表目錄VI
    第一章 緒論1
    1.1 研究動機1
    1.2 研究背景2
    1.3 研究目的3
    1.4 研究架構4
    第二章 文獻回顧6
    2.1 加盟連鎖體系6
    2.2 營收分享7
    2.3 通路整合之契約設計8
    第三章 加盟體系結構簡介11
    3.1 加盟體系的發展與類別11
    3.1.1 加盟連鎖的定義12
    3.1.2 加盟連鎖的類型14
    3.2 費用結構18
    3.2.1 加盟費用的類型19
    3.2.2 常見加盟費用解析20
    3.2.2.1 直接影響通路決策、需求、營收之費用21
    3.2.2.2 間接影響通路決策、需求、營收之費用22
    3.2.2.3 不影響通路決策、需求、營收之費用23
    3.2.3 加盟契約的費用訂定方式23
    3.3 加盟連鎖業所需面臨的問題與挑戰26
    第四章 加盟體系利潤函數模型建構29
    4.1 模型情境描述29
    4.2 模型基本假設與符號設定30
    4.2.1 基本假設30
    4.2.2 符號設定30
    4.3 模型建立32
    4.3.1 需求函數32
    4.3.2 利潤函數34
    4.3.3 模型求解34
    4.3.3.1 直營加盟──整體通路利潤模型35
    4.3.3.2 特許加盟──加盟店之利潤模型36
    4.3.3.3 特許加盟──加盟總部之利潤模型39
    第五章 數值分析40
    5.1 參數設定40
    5.2 基本數值分析42
    5.3 敏感度分析46
    5.3.1 市場規模46
    5.3.2 價格彈性係數與促銷成本彈性係數47
    5.3.3 營收分享比例49
    5.3.4 廣告促銷成本50
    第六章 結論51
    6.1 結論51
    6.2 未來研究方向52
    參考文獻53
    附錄一 模型推導58
    1.  直營加盟──整體通路利潤模型59
    2.  特許加盟──加盟店之利潤模型61
    3.  特許加盟──加盟總部之利潤模型64
    附錄二 數值分析數據65
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    Advisor
  • Jen-Ming Chen(陳振明)
  • Files
  • 974206018.pdf
  • approve immediately
    Date of Submission 2010-06-22

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