The Development Process of Franchising and The Franchising Relationship

对特许经营的发展历程和特许经营关系进行了研究。装瓶公司、石油销售公司和食品服务行业被作为研究对象。经证明取得成功的专有技术和产品构成的特许经营套餐，可以是以管理制度和执行权为基础的制度。因此，当特许经营套餐成为竞争优势的源泉时，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，是一个使个体制度不断完善的过程。此外，还对多单位加盟商进行了调查。针对多单元加盟者成功应对加盟店生命周期缩短的特点，提出了组合方法和市场机会组织的对策。在理论研究方面，在重新思考特许经营的定义之后，我们研究了特许经营关系和特许经营企业的双重网络结构。

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.