基于合法性视角的特许经营模式研究:衣恋案例

Research on the Franchise Model in China: The Analysis on the Basis of Legitimacy Perspective: E-land Case

文章从合法性理论的角度分析特许经营模式,研究发现特许经营是外部合法性和内部合法性的结合。虽然企业的成功基础是经营资源的市场有效性,但是这不是特许经营成功的唯一的因素。尤其"衣恋"案例的在华快速发展说明企业的特许经营模式发展中伙伴的合法性的重要性。从相反的视角看文章的逻辑对中国企业通过特许经营模式实践"走出去"战略也具有很大的启示作用。由于社会和经济意义上特许经营模式的成功意味着两个主体的共同发展和公平交易,政府应制定相关政策,以保护两个主体利益,促进新生企业的发展。

This article analyzes the franchise model from the perspective of legitimacy theory.The research found、'Franchising'is the connection of external and internal legitimacy。Therefore,although companies' business resources are the basis of the success,it is not the only reason.The rapid growth of E-land in Chinese market obviously shows that the factors of success in the outlets are'E-land'and'partner'.The logic of E-land's case provides another guide to the practice of'going out'strategy.In the market,the success of franchising results in economic success for the franchisor and the franchisee.Providing fair trade between both parties,the government should make policy to protect both sides and promote growth for new franchise companies.