A Study On Home-improvement Franchising

Up to the end of 2004, China has poised as the nation boasting the most franchising systems(2,100) globally. Plus, based on the survey released by China Chain Store & FranchiseAssociation (CCFA), those rapidly emerging domestic franchising systems are from real estateBrokerage, Home–improvement Service and Hairdressing, thanks to their trial and expansion overthe last few years.The thesis focuses on the burgeoning Home–improvement Service franchising. It is toaddress internal and external situation facing Home–improvement Service industry and the firms,by adopting SWOT model commonly used in marketing;to sum up experience and lessons reapedin practice by enterprises at home and abroad, by means of illustrative comparison and practicalcase. In conclusion, it delivers who should be done to those experienced Home–improvementService franchiser, potential ones and newcomers.The thesis can be divided into three sections. The first section begins with literature reviewand mainly deals with current situation, threat and opportunity facing the market expansion–oriented enterprises through SWOT analysisThe second section illustrates the difference between national Home–improvement Serviceenterprises and their foreign counterparts, based on which to derive factors decisive leading toforeign enterprises' success.The third section as the core highlights solving problems. It examines the context what theenterprises embracing Home–improvement Service franchising relies on, as well as what shouldbe done by the enterprises in deciding whether to be involved in the franchising or not, with areference to Chinese characteristics.