Research On Franchisee Management Optimization Of Catering Management Company A

Since the reform and opening up,China’s catering industry has made rapid development,which has become an important force in promoting the development of the national economy;With the change of consumption concept,chain catering brands have obvious competitive advantages,and franchise chain mode has become an important way for catering enterprises to expand.The franchisor and the franchisee are community of interests based on the contractual relationship.How to help the franchise chain catering enterprises optimize the operation and improve the operation ability of franchisees through franchisee management,to achieve a win-win situation for both parties,which has important research value for the catering franchise chain enterprises.A Catering management company(hereinafter referred to as A company)is a franchise-based Breakfast food manufacturing.The franchised stores are mainly located in East China with Shanghai as the center.In recent years,the company has gradually penetrated into South China,North China and other regions,aiming to layout the national market.With the increasing number of franchised stores,the expansion of franchised areas and changes in the market environment,the problems of A company in franchisee management have become increasingly prominent and the expansion has not achieved the expected results.In this paper,the data of A company’s daily operation and franchisee management are statistically analyzed and combined with the questionnaire survey of franchisees and in-depth interview of franchisees’ management personnel,it is found that the operation ability of franchisees of A company is uneven,and there are problems in the implementation of the daily operation standardization of franchise stores,as well as problems in the management of franchise relationships and the management capabilities of supervisors.On this basis,the author uses the theoretical tools and methods of franchisee management,such as CARE and psychological contract theory,to deeply explore the causes of these problems,and gives corresponding optimization solutions,including reasonably raising the entry threshold of franchisees to improve the overall quality of franchisees,building a franchisee operation support system to guarantee the fine operation of franchisees and setting up an information-based communication platform.At the same time,the optimization scheme is given in three aspects of franchisee incentive,franchisee training system,supervision and assessment and training system.By studying the problems of Company A in the franchisee management process and proposing corresponding optimization solutions,this paper hopes not only to help Company A clarify the problems of franchisee management,but also to bring reference value to the franchisee management of other catering franchise chain enterprises.