A Study on the Structure Design of SMEs' Franchiser Mechanism

Abstract

To satisfy the market segmentation and customer needs, enterprises develop multi-brand to expand market share and operation scale. Although enterprises aimed to attract franchisee to participate their brand, but they can't grasp the key of development context and establishing mechanism. As this result, enterprises not only waste a lot of resources but lead both franchiser and franchisee to failure. Therefore, this research (1) refers literatures and integrates the key success tasks and factors of franchise operation mechanism; (2) uses qualitative interviews methods to generalize/classify/expand/complete key success factors; (3) imports PDCA management cycle and proposes “each development phase of franchiser mechanism structure” to systematically show the process of modifying franchiser mechanism; (4) applies Analytic Hierarchy Process (AHP) to set the importance of dimensions and categories. Then, these let enterprises grasp the differentia in importance and be a reference of resource allocation and operational decisions. It is believed that the result will assist enterprises to develop franchiser mechanism but further improve the possibility of success. At the same time, the result can also connect practical application and academic value, and guide new direction for subsequent researchers.