特許經(jīng)營(yíng)中特許合約安排問題的研究.pdf

1、重慶大學(xué)碩士學(xué)位論文特許經(jīng)營(yíng)中特許合約安排問題的研究姓名：張球明申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：龍勇20050301重慶大學(xué)碩士學(xué)位論文 英文摘要IIABSTRACTThe focus of this paper is on the arrangement and its efficient test of franchisecontract. In a franchising system, the stipulating

2、of a franchise contract is the mostimportant, generally, a franchise contract includes franchise initial fee, royalty fee,caution money, advertising fund ,whole sale price of the material, and so on. About thefranchise r

3、oyalty fee, there are two different ways to calculate: one is sales- basedroyalty(shorten as “ SBR” ), and other is margin- based royalty(shorten as “ MBR” ), sothis caused two different franchise contracts, shorten as S

4、BR and MBR contract.In the literature, many scholars have researched SBR contract, but they consideredonly three factors: the initial fee, royalty fee and price, not including the effect ofwholesale price, while for the

5、contract way of MBR, there are little study. Based on thisbackground, this paper studied this two different contract ways, MBR and SBR, addingthe factor of wholesale price.This paper divided two large parts, the first on

6、e is supposing that the relationshipof franchisor and franchisee is uncooperative, that is, they bid directly according anorder, then gained a series optimal payment schemes of this two different contract ways,farther, t

7、his paper made a comparison of these payment schemes, and the results showedthat the MBR contract is better than the SBR one as a whole. The second part, this paperrelaxed the supposition of noncooperation, supposing the

8、 relationship of franchisor andfranchisee is cooperative, and then test whether the franchisor and franchisee canimprove the payment schemes gained from the first part through cooperating, in thispart, we used the theory

9、 of Parreto efficient, and the results showed that, the MBRcontract way has reached the optimal point of Parreto, while the SBR contract wayhasn’ t, which can be mended through cooperating, and then increasing the profit

10、s ofeach other farther. Moreover, to resolve the problem how to divide the added profits,this paper used the theory of Parreto- Arrow risk aversion and Nash bargaining model.Keywords: franchise contract, MBR, SBR, Parret