連鎖加盟者與總部間的合作不對稱性之研究—察覺、動機與能耐觀點

Cooperation Asymmetry between Franchisee and Franchising Company：The Perspectives of Awareness, Motivation and Capability

楊晴宇(Ching-Yu Yang)

指導教授 ： 侯勝宗

亞洲大學/管理學院/經營管理學系碩士班/碩士(2008年)

摘要

傳統上對於連鎖加盟體系的研究，多半只從單方面的角度做觀察，例如資源稀少理論與代理理論。然而過於美化與簡化了加盟理論上的假設，卻可能失去了實務情境上的深入；儘管解決了體系創立初期的問題，卻無法解釋中長期可能面對的成長困境。其實加盟的本質，乃在於透過加盟者與總部之間彼此的互相協助；以達成互謀其利的實質意義，因而彼此之間的良好互動關係，才是加盟體系能否互利共榮的關鍵要素之一。在實務上，總部與加盟者間的關係行為亦十分矛盾有趣，必須努力維持與發展良好關係，才能共創雙贏；但我們卻不難從中發現，加盟體系的雙方始終很難找到一個平衡點。這形成一個相當有趣又重要的合作不對稱情境，意即合作的雙方對於彼此合作的行為與認知，可能並非是完全對等的。
故本研究著重於加盟者與總部互動關係的研究上，並藉由「察覺、動機與能耐觀點」所提供更為完整而微觀的架構，協助在實務觀察中，對於「合作不對稱性」下的「不合作行為」作重新檢視。因而本研究發現，解決連鎖加盟體系合作不對稱性問題的關鍵，即在於總部對於互動關係面，以及管理制度面的著重與改善。互動關係面由於是事中觀點，故尤其重要，可能包含了良好溝通、願景與未來希望的傳達；而管理制度面的改善，則包括完善加盟者甄選機制的建立，與足夠的教育訓練與輔導機制。當每一位加盟者的察覺、動機與能耐不對稱程度，都能夠具體改善，這才是能夠真正達到連鎖加盟體系實質意義的具體情境；以及最終得以協助整體加盟體系成長的清楚脈絡。

關鍵字

連鎖加盟 ； 合作不對稱性 ； 察覺、動機與能耐觀點

並列摘要

In the past, franchise organization research into the problems of resource scarcity and the difficulties addressed by Agency Theory, usually investigated from one point of view. However, by simplifying the assumptions, the actual details of the situation may be lost. Solving the challenges of resource scarcity and asymmetry between the franchisee and the franchising company will not explain the barriers to long term growth. Franchise organizations cooperate to acquire advantages between the franchisee and the franchise organization, so the key factor of the franchise administration is to develop positive relations. In realty, the relationship between the franchisee and the franchise company management is one of both conflict and interest. Therefore, keeping and developing a productive relationship is the best strategy, but a balance is difficult to achieve. The development and recognition of this cooperative asymmetry is both interesting and instructive.
This research focuses on the interactive relations between franchisee and the franchising company to observe the franchisee’s non-cooperative actions by “ the perspective of awareness, motivation and ability.” This research, identifies the key cooperative questions as being those of focusing on the improvement of interactive relations between the franchisee and the administration system. Interactive relations are all-important, such as those of satisfactory communications and the future development of the company. The administration includes a franchisee selection model, as well as providing education and training. When the level of awareness, motivation and ability of every franchisee improves, progress in the development and prosperity of the franchise organization will be achieved.

並列關鍵字

franchise ； cooperative asymmetric ； the perspective of awareness, motivation and capability

參考文獻

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