How To Balance The Relationship Between Head Office And Franchisee

< p > < strong > 1, the conflict between headquarters and franchisees < /strong > /p >

< p > generally speaking, franchisees can get the most direct benefit from their headquarters: changing the image through the pformation of the facade so as to achieve the "shock and awe" of the "a href=" http://www.91se91.com/news/index_c.asp "consumer > /a" in the momentum. This kind of "deterrence" can often improve the credibility, popularity and reputation of the franchisee in a very short time.

However, if VI is unified so that franchisees are greatly encouraged by the spirit, it is their urgent desire to standardize the operation of large brands and learn the management process.

The management of franchised stores is not just a unified VI, but more should be the gradual penetration of the headquarters operation concept and the unification of internal management and operation.

It is certain that franchisees are short of a complete and standardized management system before joining, and they are more aware of the way of "crossing the river by feeling the stones".

On the one hand, many franchisees are actively seeking more scientific management and management methods to make new breakthroughs. On the other hand, after joining the alliance, they continue to follow the original indigenous methods, so that sales volume and sales volume will naturally not go.

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< p > > in addition, < a href= "http://www.91se91.com/news/index_c.asp" > franchisee < /a > in the initial stage of joining, they will be cautious about the marketing strategy of the headquarters. They are worried that the headquarters will "harm them" while guiding them, or they will try to lock them down forever. These are the reasons why the franchisee still has reservations in the initial stage of joining, and it is also the embodiment and test of the headquarters business ethics.

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< p > < strong > 2, < a href= "http://www.91se91.com/news/index_c.asp > > headquarters < /a > their own cause analysis < /strong > /p >

< p > (1) the base of cooperation between headquarters and franchisees is unstable. < /p >

< p > now many brand franchise system is a relatively weak cooperative relationship itself.

The two sides have neither the restriction of shares nor the prospect of common development, which is a kind of mutual utilization relationship.

Franchised stores only want to grow stronger with headquarters and have no desire to cooperate for a long time, while the headquarters also covet market share and blindly develop under the premise that the body system is not yet perfect.

Therefore, this franchise chain is a very unstable cooperative relationship, and it is also the main reason for the divergence.

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< p > (2) the marketing strategy of headquarters has not been formulated according to the actual situation, < /p >

< p > the marketing strategy formulated by headquarters without detailed market investigation is usually suitable for some parts of the market, which will cause the resistance of franchisees or the marketing scheme is not suitable for local promotion at all.

China's regional differences are very great. The consumption level and consumption concept in different places are different. Therefore, headquarters should not generalize in formulating marketing plans, and take the overall situation into consideration.

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< p > (3) enterprises lack control ability < /p >.

< p > if the headquarters gives the franchisee too much right, it will also cause the marketing strategy of headquarters to be difficult to execute. The headquarters must reasonably control the franchisee's power and make a sound, perfect and reasonable management mechanism.

There are chapters to be found and systems to follow.

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< p > (4) there is a problem in the management structure and communication system between headquarters and franchisees < /p >

< p > the relationship between headquarters and franchisees is always very subtle. Franchisees always complain about bureaucracy in their headquarters, only blindly command and lack of understanding of the actual situation.

The headquarters will also think that the franchisee is self righteous, the angle is too strong, does not support the headquarters's work, because of various contradictions, also causes the headquarters marketing strategy to be difficult to carry out.

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< p > < strong > how to manage the franchisee well? < /strong > < /p >

< p > 1, unified VI image is only a solution to the problem of "palliation", and headquarters maintains good commercial reputation, helps the franchisee to cultivate the market, guides and supports the business method correctly, and then infiltrate the management idea, and finally achieve a win-win situation. This is the key to "cure the root".

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< p > 2, when headquarters are engaged in marketing planning, they should formulate detailed marketing policies according to the different actual conditions of each franchisee, and have to consult the views of the franchisees more frequently, so as to form a marketing plan on the premise that both parties can accept it.

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