A, the so-called joining, is the enterprise organization, the service badge is authorized to the franchisee, so that the franchisee can use the image, brand and reputation of the headquarters to attract consumers to spend in the commercial consumption market. Moreover, before starting a business, the franchise store owner will pass on his experience to the franchise store owner to assist in starting a business and management. Both parties must sign a franchise contract to achieve the common goal of cooperation. However, due to the different nature of joining, the joining headquarters can collect the joining fee, deposit and royalties from the joining owners.
Second, franchise stores refer to those stores that specialize in selling specific goods. These goods have a strong correlation, or they are the same brand of goods or a series of specialized goods. Franchise stores generally attach great importance to store decoration, giving people a sense of quality and a unified image. For example, selling goods with traditional characteristics, the store layout highlights the classical beauty; Selling popular and trendy products, the decoration of the store highlights the modernity. At the same time, franchise stores provide more services than other stores, such as consumer consultation and suggestions.
Thirdly, in the operation of franchise stores, the training provided by the headquarters is very important, which involves a series of support provided by the headquarters after the franchisees join the project, which determines whether the franchisees can successfully operate the franchise projects and ensure the later profitability. The more project support, the more perfect it is, the more it can show the strength of the brand, and it can also give franchisees a shot in the arm, and franchisees operate smoothly.
Fourth, Japanese scholars believe that the format of franchise stores is still not very clear. It generally refers to small and medium-sized retail stores selling goods with common characteristics. These stores can absorb the specific goods needed by specific consumers, enrich the types of goods, and adopt the policy of selling high value-added products to operate. At the same time, it will also focus on providing high-quality service, and has made great efforts in providing information, after-sales service and enriching maintenance systems.
5. philip kotler, a famous marketing expert, said: "The product line operated by professional stores is relatively narrow, but the product range is relatively complete. For example, clothing stores, sporting goods stores, furniture stores, flower shops and bookstores are all professional retail stores. Specialty stores can be reclassified according to the narrowness of product lines. Clothing store is a single product line store; Men's clothing store is a limited product line store: men's custom shirt store is a super specialty store. "