The Development Process of Franchising and The Franchising Relationship

本文对特许经营和特许经营关系的发展过程进行了研究，以瓶装公司、石油销售公司和食品服务业为研究对象，以特许经营中的专有技术和产品组成的特许经营包为基础，对特许经营的管理体制和执行权进行了系统的限定。因此，随着特许经营包装成为竞争优势的源泉，有必要在消费者心目中建立长期积累的品牌形象，特许经营作为一种规避经营风险的管理制度，是一种使个体不断完善的制度。在理论研究方面，在对特许经营定义进行重新思考的基础上，对特许经营企业的特许关系和双重网络结构进行了研究。

We made the study about the development process of franchising and franchise relations.Bottling companies, petroleum marketing companies, and the food service industry were taken up as an object of research.The franchise package composed by the know-how and product which has proved a success may be the system limited to the basis of the management system and the execution right. Therefore, as the franchise package becomes the source of the competitive advantages, it necessary to build up a long-term accumulation of brand image in the consumer mind.Franchising as a management system to avoid business risk is to be the system which makes an individual continuous refinement process.Moreover, investigations in multi unit franchisees were done. The characteristics of a successful multi unit franchisee coped with shortening of the life cycle of franchise system and they worked out countermeasures which consist of portfolio methods and market opportunity organization.In theoretical research, after reconsidered about the definition of franchising, we studied about the franchise relations and dual network structure of franchising firms.