This thesis is an examination of the relationships and conflicts between franchisors and franchisees in the Taiwan retail franchise market. Two examples, convenience stores and estate agencies, are compared as these typify the retail and service sectors. The method adopted in this research is a form of exploratory qualitative research, since the purpose is to provide insights and understanding of the nature of marketing. In this research, there are many points, which conflict with previous research, such as the performance between multi-unit and single franchising, monitoring issues, buying back franchisees, the resource constraints of management talent and financial capital,brand transference and so on. From the empirical findings, the author suggests this is related to local culture and operational customs. Further, in international franchising, the author's results show that there is no relationship between internationalisation and company scale. What is important is whether any two businesses have the same commercial objective. Some interviewees offer valuable insights, which have never been discussed before, for example, most of the previous researches on financial constraints focus on whether it is cheaper to obtain capital from franchisees as compared to stockholders or financial institutions. However, a valuable point interviewees have suggested is that the question should be related to whether the power of the brand is strong as compared with other factors. In other words, if the brand power is strong, then other constraints will be minimized. Based on the above findings, relationships and conflicts between franchisors and franchisees are then explored. Based on the nature of industry and ownership patterns, what the franchisees care about is autonomy in the convenience store sector, whereas brand power is highlighted in the estate agency sector. The common point is that both industries stress the importance of communication, but this function fails in this research for different reasons and these reasons can be traced back to the difference of ownership patterns. Therefore, aside from the contribution to theories, three models are developed for practical application from the perspective of communication. In conclusion, with smooth organizational communication and constructive interactions, both parties will benefit from each other and enjoy the synergy of increased brand power.

30年來，台商對中國經濟發展產生極大的貢獻，但兩岸官方所公佈的統計數據皆難以瞭解台商在中國發展的實際狀況。透過文獻彙整、統計數據分析與適當的估算公式，本文有系統地估計台商直接投資對中國經濟發展的貢獻。 本文估計：(1)、自1979年至2008年，累計台商在中國直接投資金額高達1,222.85億美元，佔同時期累計外商對中國直接投資金額的14.34％。(2)、自1980年至2008年，累計台商在中國國際貿易的總額為1兆4,458億美元，佔同時期中國國際貿易總額9.89％。(3)、2008年底，台商在中國雇用的就業人口數為1,443.41萬人，佔同時期中國勞動就業人口數的1.86％。(4)、自1992年至2007年，台商在中國繳納的稅賦總額約為878億美元，佔同時期中國財政稅收總額2.69％。 　　另外，根據以上的估計成果，本研究繼續以資本形成、國際貿易、勞動就業及財政稅收四個指標，估計台商對江蘇省、廣東省及上海市經濟發展的貢獻。本研究發現，以直接投資金額來看，江蘇省為台商在中國直接投資最高的省份，但若以進出口總額、雇用就業人口及繳納稅賦總額來看，則廣東省才是最高的省份，上海市除了繳納稅賦總額相對較高以外，其他指標都是三個省市中相對最低的。 　　最後，本研究以國際貿易及勞動就業兩個指標，衡量深圳鴻富錦精密工業有限公司、上海達功電腦有限公司及蘇州名碩電腦有限公司三家台商對中國經濟發展的貢獻。本研究發現，深圳鴻富錦精密工業不僅是中國最大的出口企業，也是台商在中國雇用勞動就業人口數最多的企業。此外，上海達功電腦有限公司及蘇州名碩電腦有限公司，不僅對中國國際貿易與勞動就業產生極大的貢獻，亦分別是上海市及江蘇省規模最為龐大的台商電子資訊製造業。 / For 30 years, Taiwan Businesspeople provide immense contribution towards the economic development of China, yet the official statistical figures published by the cross-strait officials are difficult to understand the actual circumstances of Taiwan businesspeople’s development in China. Via compilation of literature, analysis of statistical data, and appropriate formula for estimation, this paper systematically estimates contributions of Taiwan businesspeople via direct investment towards the economic development of China. This paper estimates: (1). From 1979 to 2008, Taiwan businesspeople’s total direct investment amounted to USD 122 billion, accounted for 14.34% of China’s same time total direct foreign investment. (2). From 1980 to 2008, Taiwanese businesspeople in China’s total international trade amounted to USD 1,445.8 billion, accounted for 9.89% of China’s same period total trade volume. (3). By the end of 2008, Taiwanese businesspeople employed 14,434.1 thousand workers in China, accounted for 1.86% of China’s same period labor population. (4). From 1992 to 2007, Taiwan businesspeople contributed an approximated total of USD 87.8 billion in tax payment to China, accounted for 2.69% of China’s total same period fiscal revenue. In addition, based on the estimated results, the study continued assessing the contribution of Taiwan businesspeople on the economic development of Jiangsu Province, Guangdong Province, and Shanghai City with four indexes, capital formation, international trade, employment of labors, and fiscal revenue. The paper found that, in terms of the direct investment, Jiangsu Province has the largest amount of direct investment invested by Taiwan businesspeople in China. However, in terms of total volume of imports and exports, employment of working population, and total taxes paid, Guangdong Province has the largest amount of investment. Besides having relatively more total taxes paid, the values of other three indexes of Shanghai City are the smallest relatively. Finally, this paper used two indexes, international trade and employment of labors, to evaluate the contribution of three Taiwanese enterprises, Hong Fu Jin Precision Industry (Shenzhen) Co., Ltd., Dagong (Shanghai) Electric Appliance Co., Ltd., and Maintek Computer (Suzhou) Co., Ltd. to the economic development of China. The results showed that Hong Fu Jin Precision Industry (Shenzhen) is not only the enterprise with the largest export volume in China but also the enterprise hiring the largest number of working population. In addition, Dagong (Shanghai) Electric Appliance Co., Ltd. and Maintek Computer (Suzhou) Co., Ltd. are not only enterprises which make great contributions to the international trade and employment of labors in China, but also are the largest-scaled Taiwanese electronic information industry in Shanghai City and Jiangsu Province, respectively.