Research On Franchise Strategy Of Happytree Electric Appliance

With the growing up of the electric appliance chain enterprises,for instance,Gome and Suning. The contradiction between manufacturer and merchant unceasingly intensifies. More and more electric appliance manufacturers begun to discuss the model of distribution channel. The Happytree electric appliance, which uses franchise strategy entering to the third and fourth-class markets, is a representative. For the purpose,This article studies and discusses the franchise strategy of the Happytree electric appliance from an objective and rational angle. The basic concept of this article is, the Happytree uses the way of franchise entering to the third and fourth-class electric appliance markets has rationality both in theory and in practice, but it must pay attention to dodge some questions in the operation process. The article divides four parts, the first part, introduction, introduced the background and write purpose of this article. The second part elaborated the interrelated theories and the essence of franchise in detail. The third part, empirical research, this part including three sections, the third chapter,the fourth chapter, and the fifth chapter. The third chapter explained the reasons why the Happytree electric appliance uses franchise strategy entering to the third and fourth-class markets,the fourth chapter Introduced the Happytree's concrete operation modes,the fifth chapter analyses and researches the Happytree's present situation from an objective angle. The fourth part, conclusion, this part makes a summary statement to the article, and proposed the necessity of further studies.