프랜차이즈 마케팅믹스에 관한 탐색적 연구

• 영문명: Exploratory Study for Franchise Marketing Mix
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이정원(Lee, Jung-Won) 이성훈(Lee, Sung-Hoon) 이성희(Lee, Sung-Hee)
• 간행물 정보: 『한국프랜차이즈경영연구』제6권 제2호, 87~104쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

This study, based on theoretical and practical understanding of franchising, aims to conceptualize franchising in terms of marketing mix and proposes new paradigm of franchising. New schema of the franchise marketing mix involves both customer gap and franchisee gap by including customer and franchisee contacts and sets activities that include components of franchise system as the factor of marketing mix. So we could suggest the franchise marketing mix, ‘4F’ by introducing conventional marketing mix concept into this assumption. The 4F schema consist of four sub-dimensions: ‘Format’, ‘Fee & Royalty’, ‘Franchising Process’, and ‘Franchise Communication’, which correspond to ‘4P’. In perspective of marketing mix, we could divide the franchise system into primary activity and support activity, then we also could categorize the fundamental activity into four-classification system, 4F schema. We expect that franchise marketing mix, 4F can be useful both theoretically and practically as it not only is not too different from the conventional marketing mix, but it also proposes franchise value chain by including unique characteristics and contents of the franchise system.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 프안차이즈 마케팅믹스를 위한 제안

Ⅳ. 결론

키워드

마케팅믹스 프랜차이즈 4F 스키마 프랜차이즈 가치사슬 marketing mix franchise 4F schema Franchise value chain