The Br Lighting Franchise Model

Chinese lighting industry has a very huge market,it is a potential energy industry.European classical Lighting is the new development direction of the industry in recent years.At the same time,the industry is Competitive and does not regulate,so the industry people try hard to seek survival ways and development of a positive solution.Franchise,as a model of modern marketing,show great vitality in the field of commercial all over the world,has been called " the most successful business model of the twenty-first century." In China,although the cause of a late start,but great progress has been made,and the lighting industry franchising has also to be summarized and continuously explored and developed.BR is one of the first lighting companies to implement franchise in China in 2001. In exorbitant European lighting industry,it pioneered the "Bai** Te" brand to implement a franchise model,the way is very rough,at the first,domestic distributors did not authorized,but today it achieved the status of the industry leader.BR has the most valuable experience and lessons need to sum up and upgrade.At the same time, The company launched a mid-European lighting brand in 2008,"Ying-hui**",continue to implement the franchise model,but because of products,human resources, management and other reasons,it got a major setback.The author tries to conduct in-depth franchise mode analysis,in particular, through the BR Shanghai(the industry leader) franchising research,summed up the successful model of advanced concepts and effective way,analyze its shortcomings and put forward solutions,combining with marketing theory to provide effective help for the future work of BR,to provide reference for the industry stakeholders also.First of all,briefly introduce the background of this paper,the status quo of the industry,research and practical significance,and proposed a framework for this research;second,Summary of franchising theory,the main features of the concept of franchising,licensing categories,the essential feature,the core competitiveness of manufacturing enterprises franchise research,franchise development of our country's attention and so on,summing up the results of previous research and ideology,as the theoretical basis of this paper;third,BR Shanghai lighting company Overview and franchise status quo;immediately after,BR ShangHai lighting franchise business model analysis,analysis of its success and shortcomings;and then,BR Shanghai lighting franchise recommendations for improvement and examples of regional verification.Finally,Conclusions and prospects for a brief summary of this article,according to the study and research questions found in the actual situation,pointing out the shortcomings of this study,as well as future research in the field direction.