Franchise

Author: Zhu Mingxia (Compiler)
Publisher:
Publish Date: 2006-10-01
Features: The core appeal of franchising lies in purchasing a proven concept for a fee. This unique business model has taken the world by storm, evolving beyond mere commerce to become one of the fastest-growing business methods today. As a modern marketing form, franchising demonstrates strong vitality through its distinctive operational mechanisms. From the current trends in global business development, franchising is not only a primary means of expanding enterprise scale but also a new economic growth point in international business development. With China's reform and opening-up, international franchising organizations have accelerated their entry into the Chinese market. Many renowned international franchisors such as McDonald's, KFC, and Coca-Cola have established a presence in China. Meanwhile, China's own franchising brands, such as Malan Noodles and Quanjude, have also emerged and achieved remarkable success. An increasing number of people are showing strong interest in franchising. To this end, we have compiled this book to provide support and assistance to those aspiring to engage in franchising from both theoretical and practical perspectives. The book is guided by three key principles throughout: first, franchisors and franchisees are independent merchants managing their own businesses; second, the interdependence between franchisors and franchisees is the key to franchising success; and third, the relationship between franchisors and franchisees is maintained through mutually dependent and interdependent contractual terms. The book is divided into 15 chapters, with the seven stages of the franchising lifecycle forming the seven main parts: (1) The essence of franchising; (2) Entering the world of franchising; (3) Franchisor operations; (4) Legal aspects of franchising; (5) Franchisee operations; (6) The relationship between franchisors and franchisees; (7) Problems in franchising.