Strategies of the Operating Mechanism Reformation for Private Express Enterprise

摘要

Based on the theory of brand economics,this paper introduces the conception of the external effect,and analysis the operating mechanism problem between the private express enterprises and their franchisees by using economic models.The result shows that: Whether the franchisees implement the favorable brand strategies,there will be the brand externality which could give rise to inefficiency in the operation of the brand chain.Furthermore,the paper works out the better business model which is to reform the current model to self-operation model.Finally,the paper tries to propose the reformation ideas and some strategic suggestions.