台灣茶飲料產業加盟連鎖契約之研究

蔡姿珊

doi:10.6840/cycu201500189

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台灣茶飲料產業加盟連鎖契約之研究

A Franchising Contract Research About The Hand-Made Tea Beverage Industry In Taiwan

蔡姿珊 , Masters　　Advisor：曲祉寧　　

繁體中文 DOI： 10.6840/cycu201500189

兩階段定價；第三需求法則；代理理論；加盟連鎖； Two-Part Tariffs ； Agency theory ； Alchian & Allen theorem ； Franchising

Abstract │ Reference (53) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Traditional Document explore franchising system contract with agency theory discussed more royalties and franchise fee in order to solve the bilateral moral hazard, denied the rental value of both the agent and the main reason people, royalty and franchise fee inverse relationship. In this study, the relationship between the two phases containing join relationship pricing (Two-Part Tariffs) will join the quality contract system chain system and chain system to be explored, explained the establishment of mutual influence decision-making system and organizational expansion of the chain system operation relationship.

In this study, subjects were packed tea beverage market, collected 30 more than three years of Taiwan tea chain brand contracts related content, empirical results show that the development of bilateral contracts and decisions, unlike the results of traditional literature. Franchisors must establish a management system and business outlets to understand the market demand, the construction of a sound chain system, management costs related to direct sales stores and chain system; franchisees pay royalties in order to achieve the headquarters of the factors of production to create performance services; join Gold is a chain system to measure the value of the final product performance, thus joining the amount depends on the overall level of development of the quality chain system, the overall level of quality chain system to create the size of the rental value of the two sides. The empirical results show the chain joining the different quality systems manufacturers and franchise fee plus the premium have significant differences, showing the relationship between competition and Siamese traits system structure tea beverage market.

Reference ( 53 ) 〈TOP〉

Akerlof, G. A. (1970). The Market for "Lemons": Quality Uncertainty and the Market Mechanism. The Quarterly Journal of Economics, 84(3), 488-500.
連結：
Alchian, A. A., & Demsetz, H. (1972). Production, Information Costs, and Economic Organization.The American Economic Review, 62(5), 777-795.
連結：
Anderson, E., & Schmittlein, D. C. (1984). Integration of the Sales Force: An Empirical Examination. The RAND Journal of Economics, 15(3), 385-395.
連結：
Argyres, N. S., & Liebeskind, J. P. (1999). Contractual Commitments, Bargaining Power, and Governance Inseparability:Incorporating History into Transaction Cost Theory. The Academy of Management Review, 24(1), 49-63.
連結：
Baker, G. P., Jensen, M. C., & Murphy, K. J. (1988). Compensation and incentives: Practice vs. theory. Journal of Finance, 593-616.
連結：

Times Cited (1) 〈TOP〉

郭鳳儀(2013)。高階元件產品定位策略之研究－以A公司監控產品為例。中原大學企業管理研究所學位論文。2013。1-49。

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