A Study on Brand Licensing in the Chain-Store Franchise System

• Main Authors: Yen-Ling Cho, 卓燕玲
• Other Authors: Yi-Nan Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03702012920163130952

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 97 === As liberalization and globalization prevail in the international economics, this trend of movement poses challenges to the traditional businesses or how businesses were used to be managed in the traditional way. Nowadays the businesses are moving toward the chain-store, mega-sized or multi-functional based business models. Hence, the businesses are functioning in a more complicated mechanism, and no doubt, the chain franchise model is among the most popular contemporary business models. The community we live in is becoming more globalized. As Taiwan participated in the APEC conference in 1991, and the WTO in 2002, we have faced much more intense competition worldwide. Thus, it goes without saying that we need a more effective system for better productivity and management. In the chain-store system in Taiwan, the growth of the chain franchise will be faster than that of the direct ownership. The main characteristic of the chain franchise is a business model of 3 principles (i.e. simplification, standardization and specialization). This study aims to analyze and solve the contemporary issues the chain-store businesses are facing with the focus on brand licensing, franchising, rights, deposits, disputes of breach of contracts and penalty as well as the business practices such as standardized operational practices and educational trainings. Particularly, when facing the brand licensing issues in the chain-store franchising system, the headquarters of franchisers should carefully monitor the performance of each level of functional units; provide the employees with regular trainings; implement 3S principles; set up employee handbooks; and strengthen financial management and auditing. This study provides solid, structured and complete management system by identifying, reducing, avoiding and transferring risk management of brand licensing, and addressing trademark examination, administrative support system and contracts.