China Franchise Economic Rationality And Practical Research

With the further implementing of the "Reform and Open"policy, Franchising has developed greatly and tended to become a leading commercial mode in the 2 lth century after it was introduced to our country in the late 1980s. Owing to its strong vitality, Franchising has penetrated the tertiary industry almost entirely, especially in recent years. However, though Franchising has been extensively adopted in practice, the theoretical study of it still has a long way to go. The delay in theoretical study will inevitably cumber the further development of Franchising in our country. This thesis focused on the theoretical study of Franchising and also concentrated on the practical analysis of it, with the hope of providing the theoretical background and practical guidance for the development of Franchising in our country.This thesis firstly gave a brief introduction of some basic concepts; then studied in detail the advantages of Franchising in theory through the aspects of economics, management and consumers, utilizing the theories of transaction cost, resource allocation, competitive advantage and customer delivery value; finally it analyzed the obstacles in developing Franchising in our country and studied the solutions , also giving some constructive ideas.