本研究主要考慮單一週期下的一般性加盟連鎖體系，分別以直營加盟與特許加盟的模式為基礎，討論加盟總部與加盟業者之間的通路協調效益。在這兩種加盟通路結構下討論單一產品的最佳定價策略與廣告促銷策略使得通路利潤最大化。在需求方面，採用價格相依之確定性加法模型，考量廣告促銷成本對需求量的影響，得到需求函數，並以此為基礎，考量營收分享及加盟費用建構出整體加盟體系、加盟總部與加盟店三種利潤模型。 本論文之目的在於分析當加盟體系採取不同加盟模式，通路的決策主導權不同時所產生的決策差異性，以及加盟契約的訂定內容，在通路協調中如何扮演協調的角色。隨後以麥當勞為例設定數學模型的各項參數，再以數值及敏感度分析的方法進一步觀察各參數對利潤所產生的影響。This study focuses on a general franchise system in a single period. We consider the effect of channel coordination between franchisor and franchisee based on the model of “Regular” and “Franchise” chains. We discuss the optimal pricing and advertising strategy of single product in both chains to maximize the total channel profit. We consider the price-dependent and additive linear demand model, and take the influence of advertising cost into account to derive the demand function. With this demand function, we consider more about the factors of revenue-sharing and franchisee fee, to obtain the profit function of the franchise channel, franchisor, and franchisee. Our objective is to compare the difference of the strategies made by different leaders in “Regular” and “Franchise” chains, analyze the role of franchise contracts in channel coordination. In order to use the numerical study and sensitivity analysis to obtain further information about how these parameters influence the profit function, we take the Macdonald’s for example to derive the parameters of our model.
