Multi-Unit Franchising에 관한 탐색적 연구 - 델파이기법을 중심으로 -
An Exploratory Study on Multi-Unit Franchising(MUF): Using Delphi Technique
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초록
본 연구는 한국내 더 나은 프랜차이즈 산업의 성장과 발전을 위해 한국에서의 Multi-Unit Franchising의 특성에 대해 제언하고, Multi-Unit Franchising의 한국어 표현과 개념 체계를 새롭게 정립하고자 하였다. 학계와 업계 24명의 전문가에게 델파이 조사를 실시하여 분석한 결과 첫째, Multi-Unit Franchising의 한국어 표현으로는 ‘다점포 프랜차이징’, 다점포 프랜차이징을 운영하는 가맹점사업자를 말하는 Multi-Unit Franchisee는 ‘다점포 가맹점사업자’, 다점포 프랜차이징의 한국어 정의로는 ‘개인 또는 법인이 2개 이상의 가맹점을 운영하는 형태’가 가장 적합하다고 의견이 수렴되었다. 둘째, 앞으로 다점포 프랜차이징은 단일점포 프랜차이징보다 선호될 것이며, 성공적으로 운영하는 가맹점사업자에게 추가 매장을 오픈 할 수 있도록 하는 순차적 다점포 프랜차이징(Sequential Franchising) 유형을 통해 가맹점사업자의 역량과 성공에 대한 기대를 하게 될 것이다. 셋째, 다점포 프랜차이징이 한국에 정착을 위서는 본부와 가맹점 사이의 신뢰 및 기업가정신이 필요하며 상생을 위한 체계적 시스템이 구축되어야하고 가맹점 사업자의 수익에 대한 확신이 필요하다고 응답하였으며, 법적·제도적 측면에서는 영업비밀유지 및 정보보안에 대한 처벌을 강화하고 본부의 투명성이 강화되며, 가맹점 사업의 정보공개, 가맹점사업자의 자격기준 강화되어야 한다고 의견이 모아졌다. 본 연구는 한국에서의 다점포 프랜차이징(MUF)의 개념 체계 정립을 시도한 최초의 논문으로 향후 한국의 다점포 프랜차이징의 연구가 활성화 될 수 있는 시작이 될 것이다.
Abstract
For the growth and development of the Korean franchise industry, this study was designed to gather opinions from experts on the prospects of Multi-Unit franchising in Korea by newly establishing Multi-Unit Franchising's Korean expression and conceptual framework and suggesting the characteristics of Multi-Unit Franchising. According to a Delphi survey conducted and analyzed by 24 experts in academia and industry, 1) Multi-Unit Franchising's Korean expression is 'Dajeompo Franchising', a operator that operates Multi-Unit Franchising is ‘Dajeompo Gamaengjeomsaupja’, and a Multi-Unit Franchising's definition is ‘A form in which an individual or corporation operates two or more unit’ in Korean. 2) In the future, Multi-Unit Franchising will be preferred over Single-Unit Franchising, and with the Sequential Franchising that allows successful franchisees to open additional stores, expectations will be placed on the competence and success of franchise operators. 3) Multi-Unit Franchising responded that trust and entrepreneurship between the headquarters and the franchisee should be required to settle in Korea, that a systematic system should be established for win-win cooperation, and that confidence in the franchisees’ profits is needed. The legal and institutional aspects of the division should be punished for business secrecy and information security, that the transparency of the headquarters should be strengthened, and that the information disclosure criteria of the franchisee should be strengthened. This research is the first paper to attempt to establish a conceptual framework for Multi-Unit Franchising in Korea, and will be the beginning for the study of MUF in the future.
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