Study On Franchising Of The Chain Stores In China:An Empirical Study Of Rongchang Laundry

With the internationalization of economy and the freedom of trade, franchising is not only considered as a get-rich-quick approach of doing business, but is also being used as business strategy by some of the most reputable and market-savvy chain enterprise. Franchising ,as a new notion , has many issues to deal with for us, such as the incomprehension about our franchising condition, franchising well-timed choice and netoutlets distribution etc.According to document index, study in depth on this aspect has hardly been found in china. On the basis of studying chain enterprise of Rongchang Laundry, this dissertation carried out a systematic research on Franchising of Chain stores by using the methods of the combination of statistic analysis and typical cases, the combination of normative analysis and empirical study. The orderly sample model, cluster analysis and game theory are respectively used for the evaluation of franchisees, net-outlets layout and price decision.Based on the innovation of chain stores and on the national actual condition, author takes the coming century as the stating point and tries to explore a chain model that would suit to continued development for the standardization of whole franchising system. This paper is based on the comparison between our country and those developed countries in operating franchising business and on the difference between franchised outlets and company-own outlets in chain business. The successful experience of those developed countries is drawn on and will make advance the development of national chain enterprises. In the meantime, the markets of the clearing-drying industry contributes to analyze chain stores about the competitive intensity, the marketable potential and the evolutionary rules. An empirical study of Rongchang laundry opens out many issues of chain enterprises such as the selecting of chain headquarters of strategic objects, the combinatorial mode of chain-outlets, net-outlets optimum, the franchising operational mechanism etc. According to the regional theory of~the net-otttlets designs commercial net-sites of the peristaltic characteristic are analyzed .The layout of net-outlets is optimized at the point of the scheduled quantity. Moreover, some risks of franchised outlets are researched , and the relative preventive measures are also discussed.