Research On The Optimization Of Dohia's Franchising

With the rapid development of economy and the change of computation, home textiles industry is entering a period of rapid development. Meanwhile, more and more businesses realize that the franchising is an important means of strengthening the terminal network and upgrading the added value of brand. In order to share the market and to achieve the truly end-edge, most of them have adopted franchising. Now, for the fierce competition of textile enterprises, textile industry is entering a consolidation period of fierce competition. Dohia Co., Ltd. has applied to the franchise to expand the enterprise market, but it should concern that the primary of strategic issues is that how to effectively use the franchise mode to form market scale effect and realize sustainable development. The main reason is the franchise model of Dohia presented significant drawbacks, such as weak network quality and Imperfect the support system.In this paper, I firstly understand and grasp some basic theory for franchise. Secondly, I try to analyze the state of Dohia's franchise, then comprehensively study the building of franchise network and the terminal management and the problems in the management support system of franchise. Thirdly, I make some suggestion for Dohia to improve and standardize multi-favorite franchise mode, such as changing management ideas, selecting excellent franchisee, perfecting and building the management support system of franchise. In addition, for optimizing the franchise model to provide protection, the paper also proposed that Dohia should strengthen leadership, perfect human resources supporting system, shape culture, build the mechanism of coordination.This paper investigates the franchise operation of Dohia, and sums up its problems, which is conducive to carry out daily activities in scientific and reasonable way, achieving"win-win"for both sides. At the same time, the paper aims to provide some suggestions on setting up and optimizing model for home textiles industries as well as other relative ones.