加盟契約下的通路協調效益之研究

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姓名

甘珏瑋(Jyue-Wei Gan) 查詢紙本館藏

畢業系所

工業管理研究所

論文名稱

加盟契約下的通路協調效益之研究
(The Effect of Channel Coordination through Franchise Contractual Arrangement)

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摘要(中)

本研究主要考慮單一週期下的一般性加盟連鎖體系，分別以直營加盟與特許加盟的模式為基礎，討論加盟總部與加盟業者之間的通路協調效益。在這兩種加盟通路結構下討論單一產品的最佳定價策略與廣告促銷策略使得通路利潤最大化。在需求方面，採用價格相依之確定性加法模型，考量廣告促銷成本對需求量的影響，得到需求函數，並以此為基礎，考量營收分享及加盟費用建構出整體加盟體系、加盟總部與加盟店三種利潤模型。
　　本論文之目的在於分析當加盟體系採取不同加盟模式，通路的決策主導權不同時所產生的決策差異性，以及加盟契約的訂定內容，在通路協調中如何扮演協調的角色。隨後以麥當勞為例設定數學模型的各項參數，再以數值及敏感度分析的方法進一步觀察各參數對利潤所產生的影響。

摘要(英)

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.

關鍵字(中)

★ 加盟
★ 權利金
★ 加盟契約
★ 加盟費用結構

關鍵字(英)

★ Franchsing
★ Fee structure
★ Franchise contract
★ Royalties

論文目次

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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指導教授

陳振明(Jen-Ming Chen)

審核日期

2010-6-22

推文