板田實業公司：早餐連鎖店品牌堅持還是快速展店？

The BanTen Industrial Company: Maintaining Brand Equity or Opening More Chain Stores?

板田實業公司為萬佳鄉早餐連鎖店經營總部，林良田總經理對食品安全非常重視，在食材選擇、產品研製、儲存、運送等投入不遺餘力。於2005年起以免加盟金的低門檻策略，配合總部統一供貨的連鎖加盟方式讓有興趣的年青人可以輕鬆的加盟。2007年加盟店數已近500家。2010年在市場激烈競爭下，有些加盟店主為求最大利益，希望總部開放部份採購權及同意自製食品銷售，以追求個人營收最佳化。這項要求完全違反公司加盟約定及品牌發展策略，如果拒絕將會引發加盟店大規模退出。若同意如發生食安問題品牌將無法維繫。林總經理面臨加盟店數成長與品牌權益維護的抉擇，除了同意和拒絕之外，應該還有其他方法化解危機進而成為轉機。

The operational headquarters of the BanTen Industrial Company is the Wan-Jia-Xiang breakfast chain store. Liang-Tian Lin, the General Manager of the BanTen Industrial Company, attaches great importance to food safety and spares no efforts on material selection, research and development of ingredients and products, storage, and transportation, etc. In 2005, the company offered a low investment threshold with zero franchise fees combined with a unified supply from the company’s headquarters to attract interested young people to join the company. By 2007, the number of franchised outlets was nearly 500. In 2010, against fierce competition in the market, some franchised stores, in order to maximize their own interests, hoped that the company headquarters would release partial procurement authority and agree that the franchised stores could sell their own home-made food so as to pursue optimized personal revenues. This situation completely violated the franchise agreement and the brand development strategy. However, if rejected, a wave of franchised stores would quit and food safety issues would damage the brand. General Manager Lin was faced with the issues of growth in the number of franchised stores and brand equity. In addition to an agreement or rejection, were there any other solutions that could defuse this crisis and reach a turning point?