Management Research Of XX China Unicom Franchising

According to promises of China joining in WTO, China telephone communication field will be opened roundly to foreign state in 2008, in this case, it is most important to use the limited resources to construct the marketing channel, to obtain the more customers, to provide the better service to subscribers and to enhance company core competitive ability; But because of the actual situation, such as the violent competition from mobile communication market, the filed profit tailing off and the unceasing rising marketing cost , So mobile communation enterprises have to resort to social strong resourses to promote marketing channel construction in order to benefit from resourse cooperation between China Unicom and social agents.Franchising, as one kind of catenation bussiness, it has been executed in a good many fields successfully, such as retailing, dining, clothing, automobile and other distribution field.It can accomplish fastly the service region covering and bring the scale effect for its high speed expanding, Wal-Mart and MacDonald of the global 500 strong enterprises are the practitioner who have succeeded in the pattern management, but this business operation pattern in the marketing distribution of mobile communication service is a new face.Here by using the franchising theory to analyse China Unicom XX branch franching management, research the mobile communication market in XX area with the tool of SWOT deeply, point to the questions of china Unicom XX branch franchising management and present the corresponding optimization solution which include strengthening communications between XX branch and franchisees, establishing franchisees chooseing system and consummate perfect principles for franchisees, furthering drastical standardization management; changing the franchisees from service preferred to sales and service preferred and guiding them turn to improve sales ability; establishing franchisee system including core level, close level and incompact level and achieving control power by difference management ; improving innovation of management and enhancing influence; prompting franchisees to participating in assignment actively by designing effective profit project plan for franchisees;establishing partnership with franchisees to realize the same mission, gain the long-term success not short-term benefit and realize the win-win goal.This paper have analysed existent problems seriously on the basis of XX branch franchising status, which will help to develop franchising pattern in XX branch reliably, and offer relevant reference for other industry.