加盟制度為企業的成長策略，加盟主會依不同行銷任務採用不同的授權結構。在公司策略中，行銷任務有定價管理、產品管理、通路管理及行銷溝通，透過執行行銷任務形成難以模仿、複製的持續性競爭力，也就是行銷能耐，行銷能耐與績效之間有正向強連結關係。本研究透過連鎖藥局個案，分析加盟系統中「加盟主對加盟者完全授權」的成本及利益，以探討授權程度對加盟主績效之影響，並做出以下建議：
1.加盟主應適度調整定價管理授權程度，以累積建立加盟總部的訂價知識、增加加盟體系價值。

2.加盟主應收回核心產品管理權力，使加盟主產品管理績效得以量化。

3.加盟主應適度調整通路管理授權程度，以核心產品創造品牌價值及經濟規模效果。

4.加盟主應持續執行行銷溝通任務來創造品牌價值，建立品牌信任關係，降低交易成本。

Franchising is a growth strategy for firms, and franchisors adjust delegation structures according to different marketing tasks. Strategically, pricing management, product management, channel management, and marketing communication are marketing tasks of firms, through which they develop marketing capabilities –sustainable competitiveness that cannot be easily imitated or duplicated. There is a strong and positive correlation between marketing capabilities and business performance. The research attempts a cost and benefit analysis of “total delegation” to franchisees in a specific case of a chain pharmacy to figure out how degree of delegation affects franchisors’ performance. Base on the result of the study, we have made some suggestions:
1.Franchisors should modify the structure of pricing management delegation to accumulate pricing knowledge for the franchisors and increase the value of the franchise system.

2.Franchisors should reclaim management authority of core products, enabling them to quantify franchisors’ performance.

3.Franchisors should streamline channel management delegation by focusing on core products to create brand value and reach economies of scale.

4.Franchisors should keep setting and executing tasks of marketing communication to create brand value, build brand trust, and decrease transaction costs

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