| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 97 === 英文摘要
Taiwan's franchise system competed fiercely in recent years. The food and drinks industry is large amount which enters the franchise system, because of the easy threshold in aspects of capital﹑technique﹑management and so on. Especially, the American financial meltdown which influence every kinds of industries and cause the increase of the unemployment rate around the world. many of the unemployed population turn to start an enterprise themselves , usually the priority is the food and drinks industry of franchise system with the lower capital and technique. Actually, the large amount of franchise system in Taiwan , those uneven systems and the relational bonds between the franchisor and franchisee all affect deeply the business continuity and development of franchise system. Even what relational bonds have how many effect toward the operational performance and the reason to affect desires to join an alliance again.These are some reference materials give to franchisors and franchisees.
This research is targeted at the food and drinks industry of franchise system and focus on six restaurants which have high fame and excellent operational performance, and had interviews with the franchisee in franchise system. The method of this research is the case study with thorough interviews to understand that what relational bonds in the food and drinks industry of franchise system and what effects do the relational bonds have toward the operational performance.
After analyze many documents, the relational bonds in this research quote from three types—functional bond﹑structural bond and social bond. The standards of the operational performance come from profit rate﹑brand awareness﹑the condition of financial affairs﹑market share rate﹑brand loyalty and satisfaction.The result is that the norm of power﹑management﹑dominance﹑distribution of stocks and the most important element to affect the operational performances are the norm of contract and the perspective of strategies.Those elements can even affect the functional bonds﹑social bonds and the desire of joining an alliance again.
Therefore, the following advices are what this research give: (1) The manage strategy is a mission of a business which should be stipulated in the contract. (2) Looking for the usable way of social bond to promote the support from related franchise system. (3) To raise the probability of success of business continuity, it’ s important to establish research and guidance and assistance.
Keywords:relational bonds、franchise system、operational performance、food and drinks industry
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