Study On Toy-renting Industry Franchise Development

Toy-renting industry is a new developing industry,which meets the demanding of children playing new toys andparents for their limitation payment on the toys. At thesame time, it can utilize the social resource moreefficiently and bring the reduction of pollution from theabandoned toys. As a result, this industry has developedrapidly by taking franchise-expanding model. During thedevelopment period, there some problems which influence iton a healthy and orderly way, such as the short life offranchising shops because of over expanding withoutsupporting from the franchiser, misleading the franchiseeby telling less failure rate and some franchise company inthis line disappearing after collecting the initialstart-up cost from the franchisee.Until now, there is no person who gives a systematicresearch on this new industry from either theory orpractical point of view. Based on the enterprise practice,the writer researches the characteristics of thetoy-renting industry and franchise, analyses the typicalenterprise in this line, Wuhan smart-bird toy rentingdevelopment chain company and gives a developmentsuggestion on the industry from the view of franchiser,franchisee and management authority of this industry.The writer absorbs and digests some new researchresults from the relevant industry and draws some newconclusion creatively, such as the method of business modelanalysis of franchise and developing model of franchisesystem in toy renting industry.From the aspects of theory and practice, including thefirst hand material of toy renting industry, this thesisshows its practical value to both the staffs in thisindustry and management authority, also the research andreference value for the scholars in this field.