抄録
Many franchise chain retailers have been globally expanding their business, and are now targeting China as their new market. However, the Chinese market is quite complex due to its large land and population, therefore marketing strategies for the Chinese market must have adaptability. In this article, the author focuses on “Master franchise” as the marketing strategy which can adapt to the complexity of the market situation. From this point of view, the author explains some important points which may influence marketing strategy decision making by clarifying the diversity and barriers of the Chinese market. By selecting Starbucks coffee company as the company who conducts business in Chinese market, and focusing on their strategy, the author tries to clarify the effectiveness of the master franchise strategy for complex markets. Through these studies, the author tries to generate a model for international chain retailers' entry into the Chinese market.
