特许经营合约中的准租金挤占和治理研究——以4S特许汽车经营合约为例

This project mainly studies the structure of the franchise contract, the mechanism of safeguard for its breach, the essence of relationship specific investment, the way of quasi rent distribution, and the regulation for "hold up". Based on the predecessors and preliminary study, we choose the typical "it organized" case- - - - the franchise contract (4s automotive store) ,which has physical asset and dedicated asset investment for example, researching the nature and characteristic of contracting reason, items for contract performance, protection for contract breach, and the allocation about the quasi rent. We will confirm the logic and quantitative relation between the degree of asset specifity, contract types, implied practice, reputation mechanism, market change and appropriable quasi rent, investigate the effect of each variables and quasi-rent distribution by changes in market demand through empirical model and the survey data analysis, and then, try to explain the success of franchise contract, the usually way of quasi rent allocation, as well as the different impact from opportunism, market variation to appropriable quasi rent. Discuss a general method for its regulation, applicable scope and the policy proposal. Besides, it will further explain the trait of enterprise sign and mixed sign. And the project is also conductive to other enterprise theory and management theory study, such as postcontractual opportunism, principal-agent relation, and the self-enforcing mechanism ect.

本项目主要研究特许经营合约的结构、违约保护机制、关系专用性投资的性质、准租金分配方式及治理敲竹杠的一般性方案。基于前人和前期研究，选取以"他组织"为典型代表的、具有物质资本和特定资本专用性投资为特征的特许经营合约（4S店）为案例，研究其约因、履约条款、违约保护和准租金分配等方面的本质性特征；通过实证模型和调查数据，确定专用性投资程度、合约类型、默认措施、声誉机制、市场变化等变量与准租金挤占的逻辑、数量关系；考察市场需求变化对各变量和准租金分配的影响。拟解释特许经营合约成功并迅速发展的原因；准租金分配的常态方式；机会主义行为和市场需求变化对准租金挤占的不同影响和性质；探讨治理敲竹杠的一般性方法、适用范围和政策建议；进一步解释企业签约和混合签约的本质特征。本研究有助于推动后机会主义、委托代理关系、自我履约机制等其他管理和企业理论相关问题的深入研究。

准租金挤占是不完全契约理论（GHM）的核心内容，也是企业理论探讨的核心问题。在经济生活层面，联合风险投资协议、经理人和大股东关系、企业接管谈判、销售渠道的建立等众多工商业谈判中，大量的时间和金钱被用于建立防护敲竹杠的花费上；在社会其他层面，令人广延诟病的“国有企业外部敌意接管”、“违规建造小产权房”等也都是这一问题的现实体现。加之经济的多元化发展引发了特许经营、网络运营组织、外包等不同经济组织形式纷纷涌现。因此，如何采取有效措施防止“敲竹杠”的产生，寻求到合理有效的专用性合约治理方案就显得尤为重要。鉴于此，本项目选取了典型的关系专用性合约——4S特许汽车经营合约为案例，经过多次的实地调研，得到了合约样本、相关指标数据等可靠的一手资料，在大量文献研究的基础上，遵循理论推导——实证检验——得出结论的过程，配合Eviews6.0的Logistic估计围绕特许经营的本质、准租金分配的常态方式、克服敲竹杠问题的本质因素、专用性合约治理方案等问题展开研究，.我们通过对关系专用性合约的默认性合约治理和弹性合约治理两项进行计量检验，以考察其在实际应用中的具体有效性。通过实证结果检验两者是否能够有效遏制准租金挤占的发生。若能够遏制，则各自的治理力度又是如何。根据调研所获的450份合约数据，利用Logistic估计得到检验结果，操作软件Eviews6.0，得到结论为：默认合约与弹性合约均能有效防止准租金挤占的发生。横向比较下，弹性合约的治理力度更大一些。