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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/11662


    Title: A Research to OBM Transform into a National Chain Brand-Taking Real Estate Franchisee as a case.
    Authors: Chuan-Che Wu
    Contributors: Department of International Business
    Keywords: Brand;Transform;Consumer Behavior;National chain brand;Franchise
    Date: 2011
    Issue Date: 2011-09-30 01:48:27 (UTC+0)
    Publisher: Asia University
    Abstract: This research is mainly discussing about why a real estate OBM（Own
    Branding & Manufacturing） needs to transform into a national franchisee, with regard to what kind of changes to consumer behavior and the markets. And as for originally found OBM companies , what inducements prompt them to transform. Besides ,what kind of the character the headquarter stand for while the brand switching into a national franchisee or while setting up a new brand? All these concerned factors above-mentioned are the key points of Real Estate Brokers when they are new found or transform. The aim of this research are : 1.To discuss the benefit of real estate brokers bring for the chain brand 2. How consumer behavior changes the operation strategy and the direction of the market 3.supporta from headquarter while setting a new branch store or while local real estate franchiser’s affiliating 4. Why the real estate would like to affiliate into their brand. This research is based on four steps: first, conduct a survey to real estate franchisers; second, collect survey and transfer in to data; third, add in four research theories; at last, calculate by analyzing software.
    By adding four research theories （train brand、consumer behavior、
    resources of franchiser、real estate brand’s transformation）the result clearly shows that the statistic data have lots concern with brand transforming. Hope this research could provide the franchiser、the new franchisee、the new affiliate and the realtor a referral when they are choosing the brand to affiliate in, to meet the goal of this research.
    Appears in Collections:[Department of International Business] Theses & dissertations

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