当前市场,珠宝店打折成为了相当常见的销售手段,然而这种加盟店的行为是在没有和总店协商情况下自行定价,损害了总店的利益,影响总店品牌建设。本文通对珠宝首饰总店和加盟店双方利益模式的博弈分析,得到国内中小珠宝首饰总店和加盟店利益模式的博弈是属于道德风险中的信号甄别,提出增加加盟店成本、加强对加盟店培训等对策。 The current market, jewelry store discount has become a very common sales tool, but the behavior of this franchise is without consultation with the head office in their own pricing, undermine the interests of the head office, head office brand building. Through the game analysis of the interest patterns of both headquarters and franchisees in jewelry industry, it is the signal discrimination of the medium and small jewelery headquarters and the franchisee’s profit mode that they are all belong to the moral hazard. It proposes to increase the cost of the franchise, Training and other measures.