프랜차이즈 최적입지 및 영업권에 대한 각 주체의 입장차이 분석

By using Salop(1979)’s circular city model, the optimal distance between franchisees, fixed royalties to the franchisor and retail prices are obtained in which the profits of franchisor and/or franchisees be maximized if franchisees have to serve all the consumers in the market. Then the same variables are obtained if franchisees don’t have to serve all the consumers in the market. It was found that if franchisees have to serve all the market, the distance between two franchisees that maximizes the franchisor’s profit is smaller than that of maximizing the franchisees’ profit. The distance between two franchisees in which each franchisees’ profits are maximized if a franchisee has to serve all the market is equal to the distance in which the franchisor’s profit is maximized if franchisees don’t have to serve all the market. If all the consumers have to be served, franchisor’s profit is larger when the distance between two franchisees distance is kept to maximize franchisor’s profit. Consumer surplus larger when the distance between any two franchisees are kept to maximize franchisees’ profit. Franchisees’ profit is 0 regardless of the cases. The ‘Franchise Standard’ established by Korea Fair Trade Commission is similar to the case of all the market being served by franchisees since there are less franchisees in the market than the franchisor wants. Thus this standard is desirable to customers.