基于品牌价值的特许经营的费用结构研究

在特许经营中，加盟费与特许权使用费的费用结构，是特许忍与被特许人之间的互相选择的结果. 特许人对加盟费和特许权使用费的决策,与潜在被特许人的加盟决策和被特许人的投入决策相互影响.这种相互影响使得在同一特许经营系统中,加盟费与特许权使用费呈反向变动关系,而从多个特许经营系统来看,加盟费与特许权使用费都与品牌价值正相关,从而呈正向变动关系.

Study on Fee Structure of Franchise Based on Brand Value

In a franchise system,the structure of initial fee and royalty is based on the inter-choice of franchisor and franchisee.Franchisor's decision of initial fee and royalty rate is influenced by and influencing potential franchisee's joining-in decision and franchisee's inputting decision,which makes initial fee negative with royalty rate in a certain franchise system and positive with royalty rate in different franchise system because of brand value.