Research On The Franchise Management Of FL Imported Wine Company

As a kind of low cost,large-scale and flexible business expansion mode,franchise has more than one hundred years of history in foreign countries,is one of the way of business expansion and personal business in the world today.The franchise has entered into a period of rapid development in China and been gained extensive attention,so it has become a hot topic of investment.Now China has become one of the countries in the world which owned the largest franchise system.Facing the huge market in China,domestic franchise brands and overseas franchise brands in China continue to expand and accelerate overall arrangement,taking various means of management and optimization franchise system for rapid development.Wine is a foreign product,being developed for thousands of years.Started from the rise of wine to the development of imported wine market because of tariff reduction,until to be formed a mature market now,our Chinese market requirements and the retail price of imported wine are increased steadily,followed with improved profit,there are a lot of wine distributors adopted the way of franchise.With the fierce competition of imported wine market increased,it is a most important problem for a franchise company that becomes service standardization,management standardization and specialization.Based on such a background,the thesis combined with the research achievements of domestic and foreign scholars on the franchise management,according to the basic franchise principles,basic conditions of company carrying out franchise and franchise's influence to franchisor and franchisee,synthesized the SWOT analysis method,literature research and analysis method of combination with theoretical analysis and the application,analyzed the situation and existing problems of the franchise management of FL imported wine company,and put forward the improvement measures and safeguards,so as to provide some reference for other franchise company and some enterprises which want to achieve breakthrough on the franchise management.First of all,the thesis is based on the trend and status of imported wine company's franchise development in China,to learn the franchise model of FL imported wine company,and then analyzed its advantages,disadvantages,opportunities and risks.Next,in-depth studied on the existing problem of franchise management in FL imported wine company,summed up the problems including inconsistent business idea between franchiser and franchisee,lacking the maintenance of brand image;nonstandard management and low degree of standardization;poor supervision;neglect potential target customers;awareness of team building causing low sales completion.Finally,combining the theory of franchising,the thesis put forward measures to improve the franchise management of FL imported wine company.This research is able to offer the guide and reference to the franchise management in FL imported wine company and franchise management in imported wine industry as well.