한국 프랜차이즈 산업의 발전과 전망

Development and prospect of franchise industry in Korea

Franchise system was introduced in Korea twenty five years ago. Franchise industry has now become a significant part in Korean industry after many types of business and brands were introduced in the form of franchise. However, domestic franchise industry has not yet been able to make improvements in quality, nor gain customer trust, making it difficult to enter a new phase. There has not been any comprehensive study on how domestic franchise industry has developed since its introduction. Moreover, there has not been any study that sufficiently scrutinizes the background and the market situation of each development phase in depth. Therefore, this study intends to examine the course of Korean franchise industry development by dividing it into phases and studying the market strategy of domestic franchise industry. To do so, this study will first touch upon the definition, pattern, and history of franchise system. Then, it will review the backgrounds and market situations of each phase after classifying the development process of domestic franchise industry to introduction phase, take-off phase, and expansion phase. This study finally intends to bring forth the prospect, raise points, and suggest directions for improvement.