Research On The Optimization Of Channel Competition Of Directly-Operated Stores And Franchised Stores Of W Company In Fuzhou

With China’s economic growth and social construction,Chinese residents’ disposable income scale rises,consumption of traditional staple food decreases,and consumption of leisure food has been greatly increased.Leisure food has rich categories,high degree of finishing agricultural products and high added value,which put forward higher requirements for product sales.In the leisure food industry,marinated food is a kind of growth hotspot.Traditionally,marinated food is only sold as meal food.However,with the decrease of the threshold of industries such as cold chain fresh food and continuous optimization of preservation technology,the varieties of marinated food are further enriched,and its sales scope is also expanded,entering high value-added fields such as snacks and gifts,forming a compound growth rate of 12.3% from 2018 to 2021.Based on this,this paper selects W Company,a case enterprise mainly engaged in marinated food,to analyze its operation and sales in Fuzhou.Specifically,this paper mainly discusses the internal competition between direct stores and franchised stores in the sales model of W Company.This paper mainly uses literature analysis,qualitative analysis,case analysis,interview research,mathematical analysis and other methods to analyze the competition problems of W Company’s directly operated stores and franchised stores.Specifically,this paper uses the operation and management data of W Company to analyze its operation status,interviews and surveys the front-line staff,middle-level staff and management of W Company,and obtains research materials.The results of the interview show that there is a significant internal difference among the interviewees.The first-line sales activities generally tend to maintain the low-price promotion mode,so as to ensure high business revenue and high expansion speed.Based on the materials obtained from the interviews,this paper specifically uses the market competition model based on price reduction decision to construct the competition relationship,and discusses the non-cooperative competition and cooperative competition modes of direct and franchised stores.The research results based on mathematical analysis show that the directly operated stores and franchised stores of W company tend to compete for price reduction,and the franchised stores with higher price reduction will gain higher profits.Based on the qualitative results of the foregoing analysis,this paper uses the model to obtain the operating data of W company quantitatively,thus verifying the profit data of W Company’s directly operated stores and franchised stores after competition,so as to provide corresponding adjustment suggestions.Based on the insufficient cooperation efficiency of W Company’s direct stores and franchised stores at the present stage,this paper provides countermeasures and suggestions,including monitoring market activities,dynamic adjustment of production order and other measures,and sorting out human,institutional and financial safeguards.In general,the main research conclusion of this paper is that the case company W is representative in the dual-channel friction between direct operation and franchised stores in the snack food industry.The data and interview materials obtained by this company can support the economic causes of the problems such as poor cooperation between direct operation and franchised stores,namely the free-rider effect.Because the distinction between the two channels is not obvious,but the actual resource scheduling does not match,it is difficult for directly operated stores and franchised stores to reach an agreement in the areas of circulation cost and brand value building,thus causing channel conflicts.In view of such problems and deficiencies,enterprises need to track market information and properly adjust the ratio of directly operated stores and franchised stores.Taking W Company as an example,its expansion demand determines that the proportion of directly operated stores will continue to decline,and it only provides certain market research services for the headquarters.