SWOT/AHP에 의한 국내 외식프랜차이즈의 경쟁력 및 발전전략에 관한 연구

The purpose of this research is to survey strengths, weaknesses, opportunities and threats(SWOT) of franchise business model specifically in food service industry and suggest business improvement strategies. This research is different from other researches first this is the first because research to evaluate the food service franchise industry using the SWOT analysis and apply the AHP analysis and ANP analysis. Secondly, while other researches use the SWOT analysis to evaluate and propose a development strategy, this research not only uses the SWOT/AHP analysis, but also considers competitive ability and responsive ability of the food service franchises and suggests development strategies and execution plans. Lastly, this research evaluates franchisers and franchisees separately and used the SWOT/AHP analysis to evaluate competitive ability and responsive ability separately for each group.