垂直通路成員合作與衝突之研究

隨著便利商店業競爭趨於白熱化，各品牌業者為了業績均使出了渾身解數，然以加盟連鎖為主體之台灣便利商店，加盟總部與加盟主卻因所處立場互異，屢屢產生相互衝突之情事。為了解決上揭衝突情事，本研究探討在加盟總部與加盟主均獲利之狀況下，對於未來的方向與目標共同努力。研究過程中，分析了目前便利商店加盟主的加盟因素、加盟總部與加盟主之間常進行之合作與面臨之衝突，並對於加盟總部與加盟主所面臨之衝突，提出適當的解決方案。研究結果發現不論是訪談績效維持名列前茅的店長，亦或是績效不佳、常與加盟總部起衝突的店長，均不約而同提出了對於加盟總部不信任、抱怨、有所質疑的看法，加盟總部難以討好所有加盟店長，因此，對於現況的改善，建立良善溝通管道，多多傾聽加盟主的聲音，乃是當務之急。對加盟總部的實務建議在於加強支援性協助、重視績效優良加盟主人才；對加盟主之實務建議則在冷靜思考加盟品牌及市場優勢，選擇合適的加盟體系加入，並強化認同感來經營加盟事業。

關鍵字

連鎖加盟；通路衝突；通路合作

並列摘要

Competition of convenience store business has now reached fever pitch, all brand owner do his or her best to increase turnover. However, main business model of franchise chain of Taiwan convenience store, franchiser and franchisee stand different position, occurring conflict frequently. To solve the above issue, we are studying in the condition of both franchiser & franchisee getting profit to make more effort together for future direction and target. In the processing of study, we analyze the franchise factor of franchisee、frequent cooperation、facing conflict between franchiser and franchisee and provide proper solutions to the conflict. From the conclusion we found that no matter we interview the outstanding franchisee or those with bad performance; conflict with franchiser frequently, they raise the issue about distrustful、complain、doubtful to franchiser coincidentally. Franchiser could not satisfy all franchisee. Therefore, how to improve current condition, offer friendly communication method、listen to the opinion of franchisee is the front burner. Practical suggestion to franchiser is to improve supporting assistance, value the outstanding franchisee; practical suggestion to franchisee is to consider calmly which brand to franchise and market advantages; selecting proper franchising and enhance recognition to running franchising business.

並列關鍵字

Channel Conflict ； Franchise Chain ； Channel Cooperate

參考文獻

中華經濟研究院，2003，兩岸經濟活動評估報告-連鎖加盟制度之發展，經濟部商業司。

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垂直通路成員合作與衝突之研究

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