文章基本信息

标题：Research on franchised store chain operation based on evolutionary game theory
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作者：Siyuan Deng
期刊名称：E3S Web of Conferences
印刷版ISSN：2267-1242
电子版ISSN：2267-1242
出版年度：2021
卷号：275
页码：1-4
DOI：10.1051/e3sconf/202127503022
语种：English
出版社：EDP Sciences
摘要：Franchised store chain is the most popular business model today. The franchisor and the franchisees share the same brand, but the value of the entire brand will be degraded once one side pursues self-interests in brand management. From the perspective of franchised store chain, this paper develops an evolutionary game model between franchisor and franchisees under the assumption of bounded rationality. The strategic selection of franchisor and franchisees includes cooperation and no-cooperation. In the end, the corresponding policy recommendations are proposed in the foundation of case analysis.