| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 102 === Local food & beverage (F&B) Industry has already become a so-called “Red-Ocean” Market. Some F&B headquarters of chain-store systems have been trying to explore overseas markets. One of the outstanding headquarters is La Kaffa International company which owns the famous brand ”Chatime”, due to successful cooperation with master franchisees and brand agents.This study did the case study on brand “Chatime” to observe the four variables in the framework: franchising terms、brand equity、partnership and agent performance. And This study tried to establish the relationships among these four variables.
This research found that headquarter would require more abilities from agents (master franchisees) than franchisees and release more authorities and responsibilities to agents. ; And the international and global strategy can enhance brand equity. Moreover, according to Lambert, Emmelhainz and Gardner(1996), this research found that headquarter will establish different relationships with different kinds of partners. Research findings also showed that headquarter intends to use quantitative indicators for agents'' performance appraisal and qualitative indicators for informal interaction with
agents.
About the interrelationship among the four research variables, the research findings are shown as below: for expanding the international market, headquarter will ask agents for more capability and establish the partnership between Type 2 and Type 3; for increasing brand equity, headquarter needs to establish high degree of partnership; for reaching the performance of high degree of partnership, headquarter should use quantitative indicators for formal control and qualitative indicators for informal control.
This research concluded that the relationship between headquarter and master franchisee is distinctively different from that between headquarter and franchisee. CEO and partnership managers should construct totally different management systems for master franchisees.
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