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(Zi-Shan Tsai)

指導教授 ： 曲祉寧

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201500189

摘要

傳統文獻探討加盟連鎖制度的契約多以代理理論討論權利金及加盟金是為了解決雙邊道德風險，剝奪代理人與主理人雙方的租值，權利金與加盟金呈反向關係。本研究利用加盟關係中含有兩階段定價（Two-Part Tariffs）的關係，將加盟連鎖體系的契約制度與連鎖體系的品質加以探討，闡述制度的建立及組織擴張的決策對連鎖體系運作的相互影響關係。

本研究研究對象為外帶茶飲料市場，蒐集了30家3年以上的台灣茶飲料連鎖品牌契約相關內容，實證結果發現雙方契約及決策的制定，有別於傳統文獻的研究結果。加盟總部必須經營直營店建立管理制度及了解市場需求，建構完善的連鎖制度，直營店與連鎖體系的管理成本有關；加盟主繳交權利金為了取得總部能夠創造績效的生產要素服務；加盟金是連鎖體系產品最終績效的價值衡量，因此加盟金額制定的高低取決於連鎖體系整體的品質，連鎖體系整體的品質高低創造雙方租值的大小。實證結果發現加盟連鎖體系不同品質的廠商與加盟金加上權利金有顯著差異，顯示出茶飲料市場的競爭特質及連體體系組織結構的關係。

關鍵字

兩階段定價 ； 第三需求法則 ； 代理理論 ； 加盟連鎖

並列摘要

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.

並列關鍵字

Two-Part Tariffs ； Agency theory ； Alchian & Allen theorem ； Franchising

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