한국 프랜차이즈 산업의 국제경쟁력 강화방안

Abstract

Recently, Domestic Franchise companies have been overcoming the severely competitive market circumstances and now have a tendency of expanding to overseas market, which guarantees new opportunity to a become global company. By the way, there is no one domestic franchise company which has a strong brand power like worldwide franchise company, McDonalds or KFC. Accordingly, this study has an aim of providing valuable information for domestic franchise companies which are planning to expand overseas market with franchise system to strengthen the global competitiveness. Domestic franchise companies should compete against other overseas companies in their nations. To ensure the global competitiveness, company's own efforts are the most important success factors and so without systematic support from government to keep consistent development, they won't be successfully advanced. Especially, the contribution by company's global expansion is important, but at the same time, it's also essential to build positive nation's overall image in both domestic and global markets. Therefore, in these aspects, this study proposes the strategy to strengthen the global competitiveness of domestic franchise industry, considering respectively on company's side and the government's institutional support. First of all, on the franchise companies' side, they should concentrate on setting up the most suitable franchise system for their company's own situations. Among various franchise systems that franchise company should set up, this study proposes the following matters to be basically completed. First, franchise manual should be set up. Second, education and training systems should be confirmed. Third, distribution system should be set up. Fourth, owned model shop should be run strategically. Fifth, the customer satisfaction management should be promoted consistently. Mean while, For the successful management of franchise business, the meaningful co-operation system between franchisor and franchisee is the key-factor, and it should go forward by this principle ; First, defining the role of each party-franchisor and franchisee clearly. Second, establishing mutual trustworthy relationship well. The effort on government side as institutionally supported for the development of domestic franchise industry for strengthening competitiveness should be implemented as follows ; First, the franchise encouragement law of franchise industry should be reconstructed. Second, the related system should be introduced to form the basis of promoting fare competitiveness. Third, government should support to construct information network infra. Fourth, unreasonable tax system should be complemented. The strategy of strengthening global competitiveness in domestic franchise industry is as above-mentioned. The important thing to remember is that franchise companies ,themselves, are the main body of completing global competitiveness and they shouldn't stop making effort to come it true. Domestic franchise company should understand the franchise system, first, and ensure the most suitable franchise system on its own situation and consistently make efforts to strengthen the global competitiveness. When all efforts are continued with consistency, domestic franchise industry will be developed considerably. By the way, this study has a following critical point This study lacks case studies due to the pure achievement of global business stories from domestic franchise company, and in this reason, the logic of this study can not be developed properly. Therefore, in order to overcome the limit and obtain more efficient result, this study should be continued focusing on case study based on successful domestic franchise companies which have been operating franchise business successfully more than 2 years in global market with considerable business scale. And in order to set up these case studies systematically, multilateral study between government and academy, dealing with various cases, should be progressed and shared.