I, the so-called franchise, is that the business organization, the service label authorized to the franchisee master, so that the franchisee master can join the headquarters of the image, brand, reputation, etc., in the business of the consumer market, to recruit consumers to go to consumption. And the franchisee in the business before the master, the franchise headquarters will be their own experience, teach the franchisee and assist in business and management, both sides must sign a franchise contract to achieve the cause of the profit for the *** with the goal of cooperation; and the franchise headquarters can be due to the nature of the different franchises to the franchisee masters to collect the franchise gold, security deposit and rights, and so on.
Two, the franchise refers to those who specialize in the sale of specific goods store, these goods have a strong degree of relevance, or the same brand of goods, or a series of specialized goods, the franchise is generally very concerned about the store decoration, give a person a boutique, a unified image of the feeling. For example, the sale of goods with traditional characteristics, store layout highlights the classical beauty; the sale of popular, trendy products, store decoration highlights the modern sense. At the same time, the franchise provides more services than other stores, such as consumer counseling and advice.
Three, the franchise operation process, the headquarters can provide training is essential, which involves the headquarters of the franchisee to join the project can provide a series of support, which determines whether the franchisee can later successfully operate the franchise project and ensure profitability. Franchise program support to provide more and more perfect, the more to show the strength of the brand, but also for the franchisee to inject a strong needle, the franchise also opened the more smooth.
Four, Japanese scholars believe that: franchise in terms of its business, is not yet a very clear thing. It generally refers to the sale of goods with *** with the characteristics of small and medium-sized retail stores. These stores develop their business by absorbing specific products needed by specific consumers, enriching the variety of products, and adopting a policy of selling mainly high value-added products. At the same time, they emphasize the provision of high-quality services as the focus of their sales activities. In the provision of information, after-sales service, maintenance system to enrich the efforts.
Fifth, the famous marketing expert Philip Kotler believes that: "specialized stores operate a narrower product line, but the variety of products is more complete. For example, clothing stores, sporting goods stores, furniture stores, florists and bookstores are specialty retail stores. Specialty stores can be further categorized according to the narrowness of their product lines. An apparel store is a single-line store; a men's apparel store is a limited-line store: a men's custom shirt store is a super-specialty store."