A Study Of Voluntary Chain Conglutination Force Constitution & Construction

Voluntary chain is lack of strong administrative and economic control of its members, compared with direct chain and franchise chain. Meanwhile, its member companies usually have different benefit demands. These determine the difficulty of in-step and in-depth cooperation among voluntary chain members. And it's not surprised to find voluntary chain members break or even betray the cooperation promise, which could be summarized as a sign of weak internal conglutination force. It consequentially impairs the synergy advantage of voluntary chain.This paper analyzes the cooperation between members of voluntary chain qualitatively and quantitatively with Game Theory, Case Study, Porter's Five Forces Model, Scale Economy Theory and Transaction Cost Theory etc. Base on above analysis, it summarizes the key factors of voluntary chain conglutination force and points out that the conglutination force of a voluntary chain is a resultant force of the chain's external scale competitive power, its internal member selection power, contract restriction power, trust synergy power, and fair surplus appropriation power. Then it provides constructive mechanisms for above voluntary chain major conglutination forces, which include scale competitive promotion mechanism, member selection mechanism, contract restriction mechanism, trust synergy mechanism and fair surplus appropriation mechanism.