The Research Of The Franchise Of Dalian EM Coffee Management Improve

With the development of China’s catering industry, this new business mode of franchising has been more and more applied in catering industry.The domestic franchising enterprises grow up during their development and exploration. The experiential marketing is widely applied to the catering industry. However, the franchising industry still has many problems; the importance of the experiential marketing is not realized in the industry.In recent years, Dalian EM Coffee is established as a franchise enterprise. With years of careful management and development, Dalian EM Coffee operates properly and everything is in the right path. This enterprise has taken an important place in Dalian’s coffee industry and has become an outstanding representative of franchise coffee enterprises.This paper used Dalian EM Coffee franchise as the research object, bases on numerous surveys of the EM coffee, the franchising management problem are found. We try to use the theory of franchise; experiential marketing; performance assessment; franchising improvement to improve the EM franchise and Dalian EM Coffee.First, we introduce the theory of Franchise and experiential marketing, the history and the franchise system of EM Coffee. Secondly, the paper introduces the franchise mode and the background of EM Coffee as well as the condition of domestic coffee industry. Through the detailed analysis of the EM Coffee, the following management problems which need to be improved are found out:the marketing strategy, the channel of franchise, the employee retention rates, cost control, the cooperation of franchise, etc. Combined with EM coffee related management problems, this paper introduced how to improve the management of the EM coffee. The study focuses on finding the marketing position of EM Coffee to make the marketing strategy back to the right track, improve the relationship between the Franchisor and Franchisee, using the experiential marketing theory to increase income, to construct the performance assessment system of EM Coffee, using the cost control method to control the high cost.Finally, through the analysis of these problems and relationship, using the relevant theory to improve Dalian EM coffee shop in franchising management, and this paper will provide a reference for the development of similar franchise enterprises.