Theoretical Research And Emperical Analysis Of China's Franchise Development

Last century, the famous futurist, Nesbit ever forecasted that "franchising will be the leading commerce model in next century". It has been over one hundred years for the foreign franchising development, and franchising has been widely used in the multinational enterprises; it's only about ten years for domestic franchising from introduction to fast development. Therefore, there's large gap between foreign and domestic franchising development How to understand franchising and to promote continuous, healthy, fast development of domestic franchising should be based on the deep research of basic theory and empirical operation of franchising.Firstly, this dissertation introduces the basic conception, characters, types and the development process of franchising. On this basis, this dissertation describes the main gap between foreign and domestic franchising.Secondly, this dissertation focuses on the organizational character, organizational advantage, opportunity risk and its self-governance, points out the organizational principle for the strong adaptation of franchising, gives a systematic theory foundation for the foreign and domestic franchising development.Thirdly, this dissertation makes an inframarginal analysis on the franchising commerce model and corporate chain commerce model, gives a selecting mechanism on enterprises enlarging model, suggests that enterprises should select the proper commerce model according the concrete environment.Then, this dissertation makes a systematic analysis on franchising organization, describes the main bodies and their relatives, points out the basic factors and procedure for success of franchising operation. This dissertation suggests that enterprises should avoid the failure of franchising because of the scarce of operation factors.Last, in the empirical analysis of China's food industry franchising, this dissertation emphasizes on the different characters of fast and formal food, gives several suggestions on the China's food industry franchising operation.