零售连锁特许体系加盟商加盟动机之实证研究

作为逐渐被国内尤其是中大型零售企业所采用的连锁特许经营方式,现有研究往往立足于企业总部缘何采用连锁经营,却很少关注加盟商加入连锁经营体系的动机为何。本文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,并以广州地区某现代连锁便利店为对象进行实证研究。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。

An Empirical Study on the Entrepreneur's Motivation for Choosing a Convenient Store Franchise System

The convenient store has been developing rapidly these days by applying franchise system while most existed researches have rarely discussed the motivations why franchisees choose to join in the franchise system.The paper is to find out the motivations of franchisees of the convenient store franchise chain.Based on the literature review,the possible motivations have been educed and their theoretical evidences have been found out.Also,a questionnaire survey has been done in a modern convenient store in Guangzhou.The results of the study reveal that to gain the brands and to debase the cost of searching information and the exchange cost are the motivations of operators to join in the franchise system.