프랜차이즈 가맹점의 비강압적 영향전략이 만족, 갈등, 협력에 미치는 영향: 중국의 프랜차이즈산업을 중심으로

The study focuses on the current chain industry in China, investigated the areas of Beijing, Shanghai, Wuhan, Zhengzhou, Jinan, Hangzhou, Zibo and Shenyang. It discussed the satisfaction degree of the franchises to the chain headquarter's non-coercive influence strategies on satisfaction, the effects caused by conflict and cooperation between the two sides. In the system of catering industry, factors of satisfaction of non-coercive influence strategies and conflict have brought impacts, either directly or indirectly. The following will carry on a substantive analysis. Firstly, in order to verify the mentioned relationship, the author took the important chain system with influential activities as the study objects. More specifically, the objects are franchises in the catering chain system. Secondly, the factors of non-coercive influence strategies, the satisfaction degree of the franchises to the chain headquarters, and the conflict and cooperation between the two sides were discussed through the preceding research, and then would be validated after the hypothetical relations were affirmed. Thirdly, the result showed that the non-coercive influence strategies of the chain headquarters indicates the effects on the franchises’ satisfaction degree, and the conflict and Collaboration between the two sides. It also demonstrates the practical feature in the circulation channel for promoting the relations between the two sides and increasing the operating results of the chain headquarters.