A Study of the Enterprise Franchise Chain Model -Taking Tomato Cocoa Tree Art in Chengdu As Example

• Main Authors: CHEN, WEI-CHI, 陳威志
• Other Authors: CHEN, CHIN-YEU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/w7mscv

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 107 === Under the circumstance of limited resources, large enterprises nowadays mostly adopt the strategy of chain to disperse market risks and try to attract more aspiring enterprises to cooperate and jointly expand the market competition scope and enhance brand market popularity. But Chain is not a panacea either. There are also many failure cases in the market. Therefore, the study tried to take Tomato Cocoa Tree Art as an example and through research design to explore the strategy planning and business model of enterprise franchise chain in mainland China early childhood education market. The results indicate that besides considering market competition conditions, market consumption demand and cooperation ability as the criteria for chain franchisers, enterprises need to adjust elasticity according to market differences of different operating positions on the basis of unified norms. Especially, it is suggested that enterprises should make clear the heterogeneity of development between franchising and chain franchising, and more through complementary resources and cooperative guidance. It is required to strengthen the cooperation and interaction between the two sides so as to enhance the overall market competitive advantage of the industry.