机构地区: 中山大学管理学院
出 处: 《软科学》 2007年第2期42-47,共6页
摘 要: 在文献探讨的基础上推导出加盟商可能的加盟动机,并从已有的连锁体系形成理论中寻找相应的理论支持,并针对广泛采用连锁加盟的新型零售业态,连锁特许加盟便利店进行实证研究。数据表明,获得加盟总部的商标品牌、降低资讯成本和交易成本是现有加盟商加入便利店连锁体系的动机。最后提出相应的管理建议。 The paper aims to find out the motivation of franchisees for choosing the convenient store franchise chain. Based on the review of relevant literature, the possible motivation has been educed, and theoretical support has been found. Also, a simple random sampling method to questionnaire survey has been adopted. Research results of the study indicate that brand, to debase the cost of searching information and the exchange cost, are the motivations of operators to join in franchise system. Some management suggestions have been made at last.
领 域: [经济管理—产业经济]