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|Other Titles: ||A study on brand licensing in the chain-store franchise system|
|Authors: ||卓燕玲;Cho, Yen-ling|
|Keywords: ||連鎖加盟;全球化;品牌授權;風險管理;連鎖加盟總部;3S原則;franchise;Globalization;Brand License;Risk management;Franchise Headquarters;3S Principle|
|Issue Date: ||2010-01-11 01:51:26 (UTC+8)|
|Abstract: ||經濟隨著自由化及國際化的潮流，商業已從傳統的買賣業型態朝向連鎖化、大型化、複合化之方向發展，商業機能也從原本單純的交易現象演變為能夠涵蓋流通之機能，連鎖加盟如今已無疑的成為了國內企業營運主流方式之一。我們的社會正逐漸邁向全球化，我國於1991年加入亞太經濟合作會議Asia Pacific Economic Cooperation (APEC)，並於2002年加入世界貿易組織World Trade Organization (WTO)，如今我國之企業所面對的是來自世界各國的競爭者，我們無疑的需要一種有效分工並進行合理管理的營運方式。|
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.
|Appears in Collections:||[國際企業學系暨研究所] 學位論文|
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