Research On The Franchiser Management Of Y Company's Liquid Milk Division In Shandong Market

With the continuous improvement of consumption level and awareness of healthy living,in many areas,dairy products have become the daily consumer goods.As technology continues to innovate,dairy companies also invest significant amounts of money each year for the development of new products,and their product lines are constantly expanding to satisfy new demands.In addition,as the state continuously strengthens the control of the dairy market and the continuous introduction of laws and regulations on the quality control of the dairy industry,the dairy market continues to integrate and the confidence of dairy products in domestic is improving,all of which make the dairy industry have a bright future.However,at the same time,the dairy market is also facing a series of challenges and changes.As a FMCG industry,the dairy market has low barriers to entry and exit.Milk suppliers have strong bargaining power.Dairy products have many alernative products,short product life cycles,strong consumer bargaining,and more intense market competition.These challenges undoubtedly have put forward higher requirements on business management,including franchiser management capabilities to enhance and so on.As one of the giants of China's dairy industry,Y Company' s sales in recent years have also shown a growing trend.Take the liquid milk business of Y Company in Shandong market for example,Since 2010,the sales also increased year by year.The growth of sales comes from the natural growth of consumer demand on the one hand,and from the continuous improvement of company management on the other hand.In the field of franchiser management,the company has set up a series of systems and tools in all aspects,including selection,training incentives and assessment.However,under the background of complicated competition environment and increasingly fierce competition,a series of problems have also been exposed in the management of distributors of liquid milk division of Y Company.Therefore,it is urgent to discuss adjustment strategies.Based on the theories of channel behavior management theory,channel relationship management theory and franchiser management theory,this article analyzes the status quo of franchiser management in liquid milk Shandong market and finds out the main problems existing in the management of franchiser.The main problems are as follows:imperfect management and control mechanisms,lack of authority to determine the new operating rights,lack of plans for new product promotions,lack of franchiser training,serious franchiser level conflict,franchiser performance evaluation system is not perfect.Through Comparing with the management of Y company's main competing products company M,we found that Y company should strengthen the management of provincial capital city business and franchisers to cope with competition,should learn from the company's stock incentives to establish a more close channel relationship,should learn M company to build online franchiser training system and pay more attention to capital chain in daily performance evaluation.Finally,the article proposed to solve the problem through the improvement of system or planning,system construction,technological innovation,awareness raising and so on.This research on one hand can help to promote Y company liquid milk division franchiser management level to enhance the company's competitive position to ensure sustainable and sustainable development,on the other hand for other dairy and FMCG companies,also has some guidance and reference.