The Reasearch Of Chain Operation Brand Symbiosis Mechanism

Chain operation as a kind of more mature business operation mode, with its own operating characteristics and advantages, has been applied by many enterprises, promotes the enlargement of scale and rapid development of enterprise, at the same time, becomes an important part of the national economy, and has important social and economic significance for the retail industry development in our country, absorbing employment and economic development. Although, chain operation has developed for more than150years of time, achieved good economic and social benefits, and received the widespread attention, however, chain operation still exists the reality that different chain business enterprise income difference is bigger, the brand effect is uneven, chain can’t exist separately, there is still some inevitable problems, such as, chain business enterprise location selection is orderless, there is no unified standard, the benefit of the headquarter and franchisee conflicts, consumers are confused when choose chain brand, scale expansion of chain operation is hindered, etc., and these problems are common in reality and theory and are not to be resolved fully. Therefore, chain operation must to face these problems for success and further development, only to solve these problems, chain operation can obtain the real market success. The existing research involves the above question, but there is not systematically finding the essence of the problem causes and solutions from the perspective of the economics and the brand economics. Therefore, the problem of this paper trying to solve is:the internal conflict of interest between headquarter and franchisee in chain operation, namely what is chain operation internal symbiosis mechanism? What is chain business external location selection standard, namely what is chain operation external symbiosis mechanism.In the paradigm of choice cost analysis, this paper uses the theory of economics and brand economics from the point of view of consumer choice, finds the internal and external contradictions of chain operations, as the starting point, introduces of the elements of brand to study, and analyzes the internal mechanism and external mechanisms of chain operation brand, so as to solve the problems of the internal conflict of chain operation interest between headquarters and franchisee and external location confusion. The paper fills the lack of existing theory about chain operation to some extent, and provides theoretical guidance for the real chain operation enterprise developing.This paper is divided into three sections as a whole, the introduction is the first part, the basic theoretical model is the second part, and the solution model is third partial. The first part consists of the first chapter introduction and the second chapter literature review, generalizes two conflicts of the internal interest between headquarters and franchisee in chain operation and external chain location major. Based on all kinds of facts observed about the theory of chain operation, finds the existing study of chain operation only from the management and marketing angle to analyze, neglects consumer choice and brand factors, and fails to propose an effective solution to the internal conflict and a set of reasonable effective external site selection criteria. In view of the deficiencies of the existing research, this paper assimilates the previous studies, introduces consumer choice and brand elements, and uses the theory of economics and brand economics to build the study framework of the chain brand symbiotic mechanism in the the conditions of excess economic. The second section includes the third chaper to sixth chapter, discusses the basic concepts, course and mode of development of chain operation, builds economic model of chain operation brand by the introduction of the brand concept, analyzes economic characteristics of chain operation brand. The paper introduces consumer choice analysis paradigm in excess economic conditions, demonstrates consumers brand selection mechanism, reconstructs consumer preferences and utility model, builds consumer demand functions by introducing the concept of choice cost, and finds the changes of consumer demand and chain operation market demand in the choice cost conditions. On this basis, the paper proposes the internal symbiotic concept of chain operation, builds a chain operation game model to analyze internal oversight, deduces the optimal decision-making of chain operation symbiotic. and establishes a symbiotic model under demand uncertainty. After internal symbiotic mechanism and the premise of external symbiosis theory basis, builds the model to analyze the external symbiotic mechanisms and site conditions of chain operation from the static and dynamic. The third part consists of Chapters VII and VIII, based on the analysis of the basic theoretical model, proposes internal and external chain operation symbiotic suggestions, refines the basic elements of impacting chain operation internal and external symbiosis, builds chain operation symbiosis evaluation index system, verifies evaluation index system by the introduction of a corporate case, and provides a method for realistic chain enterprises symbiosis. Finally, it proposes the summary and prospect of full text.This paper introduces the concept of brand, considers that brand is the signal as the interests passing, and can affect consumer demand. The brand credit degree is the core element of brand, when the brand credit degree increases, consumer choice cost will reduce, the efficiency of consumer choice will improve, and consumer demand will increase. High brand credit degree means that higher quality and greater benefits of the products to meet higher demand the physical and emotional benefits for consumers. At the same time, high brand credit degree will also improve the brand premium, brand pricing, and brand development is the development process of brand credit degree from scratch, from low to high. However, the chain operation brand has a public property and external effects of positive and negative, and exists a "free rider" behavior in franchisee during the brand building process, therefore, the headquarter is responsible for brand building by constructing a game model analysis and the scale of chain enterprises is decisided by the marginal cost and marginal revenue of franchisee that brand credit degree brings.Secondly, this paper builds the consumer choice model of the chain operation, analyzes consumer choice behavior, finds mutual relationship between the number of brand category, brand information entropy, brand credibility, and choice cost, which the number of category and information entropy are inverse, brand information entropy and brand credit degree are positive, the brand credit degree and choice cost are inverse. Meanwhile, the paper corrects traditional consumer utility function, reconstructs the utility function by the introduction of transaction cost and choice cost, analyzes consumer utility maximization problem under conditions of incomplete information and a surplus of products, and proves lower transaction cost and choice cost conducive the improvement of the total utility of consumers, that most consumption quantity and price, transaction cost, the number of commodity markets brands are inverse. On this basis, it builds chain operation brand credit degree attenuation model that consumers caused, and demonstrates a negative correlation between brand credit degree and attenuation coefficient.Once again, the paper argues that the combination of headquarter and franchisee of chain operation reflects precisely symbiosis and the internal symbiotic properties, at the same time, the internal conflict of interest exists, therefore, this paper builds a game model of internal oversight to analyze internal conflict of chain operation. Then the paper builds chain operation brand internal symbiotic decision-making model by adverse selection, analyzes chain operation optimization decisions, studies have shown that the optimal retail price, operating effort, maximized profits and the royalty rate are negative under conditions in chain operation headquarter optimization decision-making, and the chain operation optimal level of brand strategy, brand building expenses and chain operation brand category degree are positive. Based on this, this paper constructs the internal information symbiotic model of chain operation under demand uncertainty, makes a comparative analysis of chain operation internal information symbiosis and non-symbiosis and gets the information symbiotic conditions.Then this paper argues the theoretical basis of chain operation brand external symbiosis from the angle of transaction cost, choice cost, category similarity, agglomeration effects. On this basis, the paper analyzes the three types of chain brand and location symbiosis, chain brand and other brands symbiosis, and chain brand and other products symbiosis from a static point of view. The study finds that the category symbiosis coefficient determines the choice of different district for chain brand, and the district of brand credit degree and category symbiosis coefficient higher for chain brand choice will lead to higher market demand. Chain operation body should nearby choose the symbiotic object brand that match with own category and has a high or higher than its own brand credit degree, and chain operation external symbiosis is able to succeed in this condition. In addition, this article analyzes four chain operation external symbiotic modes of equal, parasitic, dependent, and relying on external symbiosis model from a dynamic point of view by the introduction of the concept of symbiosis degree, equal, parasitic and dependent external symbiotic modes have the more stable long-term equilibrium, while relying on symbiotic mode becomes less stable that is extremely vulnerable to the influence of other factors.Finally, the paper proposes recommended countermeasures for chain operation brand symbiosis involving improving chain operation brand credit degree, selecting the appropriate symbiotic object, brand extension, multi-brand strategy, free strategy, and competition avoidance strategy. On the basis of analyzing the factors of impacting chain operation brand symbiosis, this article uses the analytic hierarchy process and fuzzy comprehensive evaluation method to build chain operation brand symbiotic evaluation index system, verifys the correctness of the evaluation index system by the introduction of the actual case and provides theoretical guidance for chain operator.In summary, this study builds a model to analyze chain operation brand internal and external symbiotic mechanism from the consumer point of view by the introduction of the brand and choice cost analysis paradigm and using economics and brands economics theory, puts forward the corresponding solutions, and builds the chain operation brand symbiotic evaluation index system to provide important reference for the chain operation brand internal operation and external location.