圓夢捷徑？--連鎖加盟制度中的創業、「資本」，與台灣資本主義

The Shortcut to Becoming a "boss"?--Entrepreneurship, "Capital" and Capitalism of the Franchise System in Taiwan

吳偉立(Wei-Li Wu)

指導教授 ： 謝國雄

國立清華大學/人文社會學院/社會學研究所/碩士(2007年)

https://doi.org/10.6843/NTHU.2007.00424

摘要

今天的台灣人到底還有沒有翻身的可能？而加盟體制是不是一個人們的翻身捷徑？這是本論文的中心問題，而我試圖以便利商店連鎖加盟體系作為個案，以謝國雄的研究成果作為參照點，來回答上述問題。

首先，我整理了連鎖便利商店的總剖面與橫切面。台灣的食品化學工業起於1950年代，而食品製造業者約在1980年代初期，藉由連鎖加盟體系的協助，跨足零售業；早期的零售業者較小較分散，並沒有單一獨大的業者壟斷整個市場，然而直到1995年之後，大型的零售業者取代原先規模較小的自營業者，壟斷了整個食品零售業的產品市場。而連鎖加盟集團內部的組織，科層嚴明，紀律森嚴，組織結構猶如軍隊般，命令層層轉交，確保最高層的命令可貫徹到最低層的門市。

其次，我認為目前將便利商店、零售業視為一種消費活動，錯估了零售產業的真實模樣，而我認為以勞動研究的觀點反而更能掌握助零售產業的真實面紗。便利商店的門市運作，是以去技術化的勞動過程為主體，也完全剝奪各門市負責人的實質經營權。連鎖總部將分散各地的門市化為一體，這既是先前科層制度力量的展現，同時這也是淬取門市利潤的重要步驟。

第三，我透過過往的勞動研究指標，確立了加盟主在階級分類上至多只能被視為工頭，在正常情況之下甚至是門市的主要勞動者。然而加盟主卻強烈自以為是頭家，此一虛假意識，讓加盟主甘願為連鎖總部賣命，此一現象與謝國雄針對傳統製造業的研究有近似的發現。但加盟制度的制度性設計以及門市現場的主觀經驗，是此一虛假意識的誕生根源，而這一細部論證與謝國雄的發現有所差異。

第四，台灣過往針對傳統製造業的研究發現，台灣的勞動體制是一個「專制市場」，而我透過公平交易法對連鎖加盟體制的審查，重新驗證了過往外包制度的發現，但零售業的例子更凸顯了產品市場的獨佔，是促成專制的加盟制度的另一個重要因素。整體來說，現今的加盟制度可視為過往的外包制度的延伸，但由於經濟環境已經由較為水平競爭轉為垂直獨佔，因而勞動體制也有些微的調整。

重回原初提問：加盟體制絕不可輕易視為翻身捷徑。由於國家的棄守，使得這條夢幻小徑佈滿重重危機；而今天台灣人的翻身夢想，也因為市場漸趨壟斷、且國家跟不上當今資方逃離勞資關係的速度，反而讓翻身夢想變成一座海市蜃樓，誘使人們心懷美好夢想而墮入深淵。

關鍵字

便利商店 ； 零售業 ； 連鎖加盟 ； 創業 ； 勞動研究 ； 資本主義

並列摘要

Do Taiwanese people have any chance to transform their class belonging（翻身）? Is the franchise system a shortcut for empty-handed workers to becoming capitalist? This is the central question of this thesis, and I try to answer this question by the convenient store franchise system as the sample, and by the Gwo- Shyong Shieh’s research as a theoretical coordinates.

First of all, I analyze the vertical and horizontal data of the convenient store industry. Food Chemistry in Taiwan began running in 1950’s, while the food manufacturing tried to cross to retail area with the help of franchise organization since the 80’s. Before 1990’s, there is no monopoly company in the retail market, after 1995, large retailers terminated the small one and occupied the whole retail market. And the franchise organization was a highly bureaucratic organization maintained by the top manager’s orders. Demanding 100% execution, the vertical management within the franchise system resembles the military coups.

Secondly, while previous literatures consider retailing as a consumption activity, I contend that such categorization misunderstands the intrinsic character of the retail business. I argue that the concept of labor study will be a better framework to grasp the retail business. The circulation of convenient store of everyday life, is based on the de-skilling labor process, which deprive the retail sales all decision-making ability. Uniting all of the retailing sales in Taiwan, chained store center is the power of bureaucratic organization who secures all the surplus value of the retail sales.

Thirdly, measuring by the indicators of labor study, it is shown that the Franchisees is a foreman rather than a real boss who control the decision. These foremen are the main work force in retail sales. However, franchisees still consider himself as the real boss. This kind of false consciousness is very similar with Shieh’s finding in putting out system while slight difference can be found in detailed arguments.

Last but not the least, according to traditional labor research in Taiwan, Taiwan’s labor regime is a despotic market. Focusing on the relation between Fair Trade Law and Franchise system, I argue that upper founding, but retail business is strengthening the role of product market, is an important element to build up this despotic marketism. In a Word, Franchise system is the extension of put out system, but since the macro economic environment is different, the labor regime in Taiwan shifted has shift.

To answer the original question: franchise system is definitely not a shortcut to taking the decision-making power and controlling the production mechanics. It is a deceptive and dangerous approach. Since the state does not care about franchisor, the dream of transforming class belong（翻身） of Taiwanese people is only a castle in the air that keeps seducing people to the trap of capital.

並列關鍵字

Convenient Store ； Retail Industry ； Franchise ； Entrepreneurship ； Labor study ； Capitalism

參考文獻

謝佳宇，2004，《台灣連鎖便利商店之文化經濟、消費決策與生活實踐：一個文化研究的探討》。新竹：國立交通大學社會與文化研究所。

流通世界編輯部，1997，〈零售百貨業將納入勞基法〉《流通世界》78：76-77。

謝國雄，1989，〈黑手變頭家：台灣製造業中的階級流動〉《台灣社會研究季刊》， 2(2): 11-54。

謝國雄，2003，《茶鄉社會誌：工資、政府與整體社會範疇》。南港：中央研究院社會學研究所。

張晉芬，2002，《台灣公營事業民營化：經濟迷思的批判》。台北：中央研究院社會學研究所。