Case Study On The Relationship Governance Between Franchisor And Franchisee Of Carpenter Tan

As one of the most important business models in twenty-first Century, franchising is the third business retail revolution. It is the most successful marketing philosophy and is standing shoulder to shoulder with the other two significant business models-department store and super marketing. Since 1980s, with the continuous improvement of the national economy and the level of household consumption, in developed countries achieved great success of the franchise business model not only meets the objective demand of China’s modern consumption change, but also to adapt to the trend of socialization of production, has been adopted by Chinese Enterprises and the majority of entrepreneurs, and gradually infiltrated into the field of retail, catering, education and service. But prominent relationship management "long-standing" problem exists in China’s own brand franchise, franchise cooperation between the two sides is generally not satisfactory, mainly for the franchise relationship is complex and changeable, franchisor and the franchisee relationship between conflicts is difficult to treat. Good cooperative relationship is the key to the success of the franchisee and the franchisee. Therefore, it is of great significance to analyze the causes of the conflict between the two parties and the improvement of the management of the concession.This paper mainly adopts the case-study approach. First of all, from the franchisor and franchisee face Carpenter Tan franchise development for case description, to Carpenter Tan area stores open process as the main line, from different aspects show the Carpenter Tan franchise mode, development strategy, market transformation and other content, through franchise shop at different stages of development facing the main problems and the development proposed in franchising franchisor and franchisee relationship. Secondly, the thesis analyzes the key franchise and the related concepts, the resource matching theory and the satisfaction degree theory and the theory of the management of the Charter. Then, on the current situation and cause of the Carpenter Tan franchise relationship analysis, through the analysis of Carpenter Tan franchise status and problems, identify Carpenter Tan franchise relationship of franchisor and franchisee relationship issues between the two sides of the origin, and the use of franchise relationship resources complementary theory and satisfaction theory are analyzed and discussed. Finally, on this basis, put forward the improvement scheme of franchise relationship governance carpenter.This paper mainly studies found that, in the franchise relationship governance, first of all, we need to establish and improve the mechanism of sharing benefits of carpenter tan. Reasonable benefit sharing mechanism is the precondition to avoid the conflict between the two parties. To ensure a win-win situation, the establishment of a floating distribution mechanism to ensure fair and equitable. Secondly, the establishment of a standardized and rational management of the phased matching mechanism. The phase matching between "standard" and "authorization" is the main measure to guarantee the harmonious development of the relationship between the two parties. Joined the early implementation of standardization, joined in the late strengthen authorization. Third, to promote the upgrading of marketing services. Promoting the promotion of marketing service is the key measure to promote the common development of the relationship between the two sides. Fourth, to create a network marketing system. Carpenter Tan will of the franchise system to make timely adjustments, a positive response to the wave of the Internet economy, and the joining trader common upgrade. Fifth, establish and improve communication platform. Establish and improve communication platform is a good measure to ensure the relationship between the two sides. Sixth, the formation of "cultural franchise system family". The formation of "concession culture system family" is to ensure that the most fundamental measures of relations between the two sides chartered good.