广州连锁加盟便利店加盟商加盟动机研究

目前国内的连锁加盟便利店正处于快速发展阶段,然而现有的研究却很少关注加盟商加入便利店连锁体系的动机为何。本文在文献探讨的基础上推导出加盟商可能的加盟动机,并从已有的连锁体系形成理论中寻找相应的理论支持,进而以广州地区为研究对象进行实证研究。数据表明,获得加盟总部的商标品牌、降低资讯成本和交易成本是现有加盟商加入便利店连锁体系的动机。文章在最后提出相应的管理建议。

A Study on the Entrepreneur's Motivation for Choosing A Convenient Store Franchise System

The convenient store is developing rapidly these days by applying franchise system while most existed researches had rarely discussed the motivations why franchisees choose to join in the franchise system. The paper is to find out the motivations of franchisees of the convenient store franchise chain. Base on the review of the literature, the possible motivations had been educed and its theories sources had been found out. Also, a simple random sampling method to questionnaire survey had been adopted. Research results of the study reveal that brands, to debase the cost of searching information and the exchange cost are the motivations of operators to join in franchise system. Some management suggests had discussed.