Although concerns about overheating of the franchise industry's market structure continue to be raised, there are few studies that analyze the market structure of the franchise industry and suggest practical use. Most existing studies mainly analyze the market structure of other industries using industrial concentration(HHI) as an indicator of market competition intensity from the perspective of industrial organization theory. This study seeks to present a market structure analysis method that is different from existing methods. Considering practical application, this study presented a method to analyze the market structure that combines industry concentration(HHI) analysis and matrix analysis of the franchise industry. First, the industry concentration(HHI) and operating profit ratio(SMR) of 15 major industries in the franchise industry were analyzed in a time series manner (2014-2019). Second, using industrial concentration and operating profit ratio(SMR) as two variables on the x-axis and y-axis, a two-stage matrix analysis was used to understand the market structure characteristics of 15 industries at a glance. Third, a method of utilizing the matrix analysis results for practical decision-making was presented.

1. 서 론
2. 이론적 배경
    2.1 시장구조 분석연구
    2.2 산업집중도(HHI) 시장구조 분석 연구
    2.3 시장성과 지표인 영업이익률의 개념
    2.4 매트릭스 분석(Matrix Analysis)
3. 연구방법
    3.1 연구방법 및 절차
    3.2 표본선정 및 패널데이터 구축
    3.3 변수 선정 및 데이터 분석
    3.4 2-Step(2단계) 매트릭스 분석
    3.5 사례 검증
4. 분석 결과
    4.1 업종별 산업집중도와 영업이익률 분석
    4.2 1-Step 매트릭스 분석
    4.3 2-Step 2종의 매트릭스 분석
5. 사례 검증 : 음료(Beverage)업종
6. 결 론
Acknowledgement

• Hyung Chul Park(Department of Management Consulting, Hanyang University) | 박형철 (한양대학교 일반대학원 경영컨설팅학과)
• Jungwoo Lee(Center for Global R&D Analysis, Korea Institute of Science and Technology Information) | 이정우 (한국과학기술정보연구원 글로벌R&D분석센터)
• Chang Hee Han(School of Business Administration, Hanyang University) | 한창희 (한양대학교 경상대학 경영학부) Corresponding author