A Study On Franchising In Retailing Trade Of China

By the end of 2004, the whole retailing market of China has been opened to theworld. As of December 2004, came into force. As the macroeconomic condition and the legalenvironment became more and more orderly, the study on franchising mode inretailing trade has been of more realistic significance. This dissertation is to prove thatfranchising is the right choice for the retailing practitioners in China today.The first section makes a literature review about the retailing franchising from1996 to 2005.Then based on the status quo of China, author briefly introduces thepotential market for the development of retailing franchising.The second section deals with the current form and organizing mode of theretailing trade. Data analytical and comparative methodology is adopted in thissection which reveals that supermarket,convenience store,specialty store are thethree main forms of the retailing trades;Referring to the organization modes,regularchain,franchise chain and voluntary chain are the three leading forms, among whichfranchising has the original advantage for development of retailing in China today.The third section as the core analyzes the applicability of the franchising mode tothe three main forms of retailing respectively, through data and case studydemonstrating that franchising is the right choice of retailing trade in China currently.The fourth section discusses the feasibility of franchising development innowadays of China.