特许经营商业模式品牌策略的经济分析

An Economic Analysis of Brand Strategy of the Franchise Business Model

通过引入品牌建设外部效应概念,论证了特许经营商业模式中加盟商若进行品牌建设会存在负外部效应,因此,应当由特许商进行品牌建设,并向加盟商收取一定的品牌建设费用。在此基础上构建的模型,采用逆向选择的方法,讨论了特许商和加盟商不同阶段的最优化选择行为。研究表明,在特许商最优化决策确定的条件下,加盟商所确定的最优零售价格、经营努力程度和最大化利润与特许权使用费率呈反比关系。特许商预期到第二阶段加盟商最优化决策的条件下,其第一阶段利润最大化条件为特许权使用费率为零,特许商最优化的品牌策略水平和品牌建设费用与特许品牌自身的品类度呈正比关系。

This paper demonstrates that the franchise brand building has negative external effects in the franchise business model by introducing the concept of brand building external effects,and therefore,the franchisor should build the brand,and charge a certain amount of brand-building fees from the franchisee.On this basis,the paper constructs the model by using adverse selection method,and discusses optimal choice behavior of franchisors and franchisees at different stages.The results show that the best retail prices,management effort and maximizing profit of franchisees determining and royalty rates are inversely related under franchisors making optimal decision.Under the conditions of franchisors forecasting optimal decision-making of franchisees in the second stage,franchisors＇ profit maximization condition in the first stage is that the royalty rates equal zero,and moreover,optimal brand strategy and brand building costs of franchisors and the franchise brand category degree have a positive correlation.