earticle

영어

This paper intends to analyze the current status of success factors in the domestic franchise business using big data. Franchise businesses that occupy most markets can continue to operate stably using minimal capital, but competition is occurring due to overflowing franchise businesses and the exit rate is also increasing. In this dual situation, the franchise business needs empirical analysis of successful operation strategies, and we intend to derive success factors by utilizing big data for future development. Using TexTom, a big data analysis program, data were collected from May 2022 to May 2025 and text mining was carried out, and based on this, analysis results were derived more easily using the connectivity analysis tool UCinet visualization function. As a result of the study, key factors such as "improvement of operating system", "strategic support of member headquarters", "strengthening brand image", "sensitive response to consumer trends", and "strategies for overseas expansion" were derived. Such results will greatly contribute to proposing strategic directions to franchise management practitioners in the future.