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研究生:許雅綺
研究生(外文):Ya-Chi Hsu
論文名稱:母子公司分權對海外加盟市場營運之影響
論文名稱(外文):Decentralization Effects of Parent-Subsidiary Corporation on Overseas Franchise Operation
指導教授:胡哲生胡哲生引用關係
指導教授(外文):Jer-San Hu
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:92
中文關鍵詞:分權進入模式加盟關係連鎖加盟
外文關鍵詞:Entry ModeFranchise RelationshipDecentralizationFranchise Chain
相關次數:
  • 被引用被引用:1
  • 點閱點閱:364
  • 評分評分:
  • 下載下載:83
  • 收藏至我的研究室書目清單書目收藏:2
美式連鎖餐廳在台灣隨處可見。大部分的連鎖餐廳選擇在進入國際市場的初期階段先設立總公司可直接管理的店面,作為未來擴張事業版圖的基礎和準備。然而賽百味加盟餐廳選擇截然不同的進入模式,且多年來被美國人民票選為最佳加盟投資事業,目前在台灣賽百味卻面臨一些管理營運上的問題。本研究藉由深入訪談的方式探討賽百味公司的組織結構、快速成功之因素,和目前在台灣面臨到的問題並提出建議解決方式。研究結果摘要如下:
1. 賽百味公司雇用有經驗和能力的人與其簽訂合作契約成為公司海外市場的地區發展代理者幫助賽百味快速擴張全球事業版圖。
2. 賽百味台灣加盟者相比於美國加盟者可以分享的資源較少,溝通管道較不直接,因此不論是區域發展代理者或是加盟者本身面臨一些棘手的問題必須獨立面對。
3. 由台灣加盟者組成的賽百味廣告基金委員會缺乏有效率的管理制度與策略發展以致於市場行銷面的績效落後。
4. 台灣區域發展代理者與加盟者之間的不信任,低溝通意願,加上雙方不同的利益考量點導致關係惡劣。
5. 在台灣賽百味最大的競爭對手Subber之前是賽百味合作的加盟者之一,顯示賽百味公司在海外市場的內部管理和制度建立有需要加強的地方。
American franchise restaurants are everywhere in Taiwan. Most companies choose to start up by running company-owned stores as a fundamental strategy for future expansion. However, Subway chooses a completely different model to enter each foreign market, and was ranked the top franchise restaurant in the U.S. for many years. However, in Taiwan, Subway is still growing, and that creates many problems that have to be dealt with. This research probes into Subway’s organizational design, factors to success, and the problems discussed by the interviewees. Here is the summary of result:
1. Subway expands its global market rapidly by hiring Development Agents as independent contractors in overseas markets.
2. Compare to franchisees in the U.S., Taiwan Subway franchisees receive fewer resources and less direct channel to communicate or consult. Therefore, the Development Agent and the franchisees have to count on themselves on certain issues.
3. Subway FAF (Franchise Advertising Found) in Taiwan has been performing weakly because of unprofessional board members and inefficient operations.
4. Poor relationship between the Agent and franchisees comes from franchisees’ distrust to the Agent, refusal to communicate, and different interest considerations.
5. Taiwan Subway’s biggest competitor Subber used to work for Subway and now consumes the share of Subway’s market. It not only reveals the future crisis for Subway but also the current defectiveness in Subway operation.
Chapter 1 Introduction..............1
1.1 Research Background.... .........1
1.2 Research Motivation............. 4
1.3 Research Objective.............. 5
Chapter 2 Literature Review......... 6
2.1 Master Franchising.............. 6
2.2 Business Format Franchise....... 8
2.3 Resource-Constraints View....... 9
2.4 Agency Theory................... 12
2.5 Franchise Contract.............. 15
2.6 Franchisor-Franchisee Relationship....... 18
Chapter 3 Research Methodology...... 22
3.1 Research Strategy............... 22
3.2 Research Object................. 23
3.3 Research Procedure.............. 29
3.4 Data Collection................. 30
3.5 Planning Interviews............. 30
3.6 Limitations..................... 32
Chapter 4 Analysis And Findings..... 34
4.1 Problem Discovery............... 34
4.2 Analysis........................ 43
4.3 Managerial Issues............... 50
Chapter 5 Conclusions And Suggestions........ 53
5.1 Research Conclusions............ 53
5.2 Research Suggestions............ 54
References.......................... 57
Appendix 1.......................... 62
Appendix 2.......................... 64
Chinese Summary Of Thesis........... 66
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Network:

1. A Compass Group Website- Dining: Subway Sandwiches:
http://www.taiwan-info.com/subway/

2. Taipei Times:
http://ecommerce.taipeitimes.com/ecom/eservice/restaurant/subway/profile_b5

3. Subway International:
http://www.subway.com/subwayroot/index.aspx


4. Subway Taiwan:
http://world.subway.com/Countries/frmMainPage.aspx?CC=TAI
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