The Guidance Of Product Life Cycle Theory To Franchise

This paper rise an issue that Product life Cycle Theory can guide franchise. This paper introduces the Franchise's conception, character, development status, advantage and lack. This paper introduces Product life Cycle Theory's conception, graphics configuration, special life Cycle Theory's conception and how life Cycle Theory's conception guidance marketing.This paper bases theory of R.Vernon, introduce how life Cycle Theory's conception guidance international franchise through a research of "the status of abroad franchise brand in china" leaded by the association of china franchise.This paper introduces the advantage and lack of franchise for franchisor and franchisee. This paper introduces how to prolong brand's Growth Stage and Maturity Stage by franchise. Now, there are many franchise items can be selected, but the good and bad are intermingled. Ordinary franchisees are weakness because they can't know full information and lack of related knowledge. This paper introduces how life Cycle Theory's conception guidance franchisee selecting franchise items. Franchisee must choose the brand in Growth Stage and Maturity Stage, avoid choose the brand in Decline Stage.This paper introduces how to prolong brand's Growth Stage and Maturity Stage by franchise through the case of "xianzonglin". The owner of brand can prolong brand's Growth Stage and Maturity Stage by franchise. They can let customer know their brand in short time through proper franchise. The owner can gain enough money through franchise; they can prolong brand's Growth Stage and Maturity Stage by improve the product and do advertise. The other way round, impertinent franchise can lead brand to comedown in short time, form Growth Stage to Decline Stage directly. "chanzuiya" is a good example.This paper introduce how special life Cycle Theory's conception guidance marketing. For fashion brand, franchisor must pay attention to fashion factor and the moment to access to market. Brand owner must pay attention to changeability of fashion factor. They can prolong brand's life Cycle or let their life Cycle change to exploitation—1 ntroduction—growth—maturity—decline—comeback—decline.