Research Of Franchise Game Of China’s Costume Enterprises

Franchise, as an efficient mode of business operation, brings about standardizedservice through scientific management and large-scale operation through low cost.Franchise, as a business model, adapting to the objective needs of modernconsumption is becoming a fashion mode of starting a business and a road toexpansion. According to the view of Naisbitt, an American futurologist, franchise isa successful marketing idea so far and will be one of the most important businessmodes in the21th century. To this day, the application of franchise is considerablesuccess in retail trade, catering industry and service industry.Franchise originated from America, in1865and developed rapidly in1950s.Franchise began to appear in china in1980s. As the foreign clothing brand in form ofnapa stores entered into china’s apparel market, franchise was becoming animportant operation type of costume enterprises in our country. However, therelationship between headquarters and alliance business is not simple cooperationand win-win, but playing game in fact. The game exists in all process of franchise.The effective analysis of the game has a positive significance for headquarterscarrying out the strategy of franchise.There are four parts in this paper. The first part introduces the researchbackground, the purpose of research and the methods. The second part states thetheories about franchise and the questions on franchise. The third part introduces thebasic knowledge of game theory, based on this, analyses the advantages anddisadvantages of franchisee and franchellosor and discusses the optimization forfranchise strategy of costume enterprises combined with the franchise strategyadopted by MIKIBANA. The forth part makes a conclusion and looks forward thedevelopment of franchise.