連鎖加盟體系下品牌授權問題之研究

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Title:	連鎖加盟體系下品牌授權問題之研究
Other Titles:	A study on brand licensing in the chain-store franchise system
Authors:	卓燕玲;Cho, Yen-ling
Contributors:	淡江大學國際貿易學系國際企業學碩士在職專班林宜男;Lin, Yi-nan
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
Date:	2009
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。連鎖加盟企業各類連鎖體系之成長率可發現連鎖加盟店之成長率能逐漸勝過連鎖直營店。連鎖加盟的特色，是一種3S原則–簡單化（Simplification）、標準化（Standardization）及專業（Specialization）的營運方式。本論文為以解決目前連鎖加盟業者所經常面對之困難為目標，集中討論國內連鎖加盟業的品牌授權問題、加盟金、權利金、保證金及違約金之糾紛處理及連鎖加盟總部之標準化作業、教育訓練等之經營制度。面對連鎖加盟體系之品牌授權問題，連鎖加盟總部應實行分層監督及各分店成員之定期訓練、3S原則的實行、員工手冊的建立、強化財務現金管理及稽核工作，再加上品牌授權風險管理之明確辨識、規避、降低、轉移、商標審查、行政救濟流程及明訂連鎖加盟契約等的措施，期望能給予連鎖加盟業者紮實的、分層結構及完備的管理系統。 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:	[Graduate Institute & Department of International Business] Thesis

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