Good Franchising

IF 0.7

Journal of Marketing Channels Pub Date : 2016-04-02 DOI:10.1080/1046669x.2016.1147893

H. Bellin

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引用次数: 3

Abstract

Our most recent article was entitled “Bad Franchisors!” and discussed various aspects of the unfortunate behavior of some unscrupulous franchisors.1 But, as we said in that article, nothing written there should be construed to mean that all franchisors are bad or that all franchise opportunities are fraudulent or somehow of questionable quality. Franchises can be profitable business opportunities for systems designed and operated to provide quality goods and services to their customers, franchisees, and other stakeholders. However, franchisees must be prepared to take advantage of all that the franchise systems offer. Before we consider what constitutes a good franchisor, we should define franchising. And we should consider its history briefly. Although there are many “definitions”or explanations about what franchising is, it can be thought of as a marketing and distribution system involving an independent businessperson (i.e., the franchisee) who buys the rights to market the goods and / or services of another entity (i.e., the franchisor) according to the procedures and standards set out by the franchisor in the franchise agreement and referenced ancillary documents through a business operation known as a franchise. The franchisee is essentially paying a fee to the franchisor for replicating the business of the franchisor. At its heart, franchising is not an industry but rather it is a marketing tool, nothing more, nothing less. Good franchisors comprise this tried and proven method of distribution and have seen its growth increase internationally since the Second World War.

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好的特许经营

我们最近的一篇文章题为“糟糕的特许经营商!”，并讨论了一些无良特许人的不幸行为的各个方面但是，正如我们在那篇文章中所说的那样，没有任何内容应该被解释为意味着所有的特许经营权授权人都是不好的，或者所有的特许经营权机会都是欺诈性的，或者质量有问题。特许经营对于那些为顾客、特许经营者和其他利益相关者提供优质商品和服务的系统来说，是一个有利可图的商业机会。然而，特许经营者必须准备好利用特许经营系统提供的所有优势。在我们考虑什么是一个好的特许人之前，我们应该定义特许经营。我们应该简单地考虑一下它的历史。虽然关于特许经营有许多“定义”或解释，但它可以被认为是一种营销和分销系统，涉及一个独立的商人(即被特许人)，他根据特许人在特许经营协议和参考辅助文件中规定的程序和标准，购买另一个实体(即特许人)的商品和/或服务的营销权利，通过称为特许经营的商业运作。加盟商实质上是向特许人支付一笔费用，用于复制特许人的业务。从本质上讲，特许经营不是一个行业，而是一种营销工具，不多也不少。优秀的特许经营商包括这种久经考验的分销方式，自第二次世界大战以来，这种分销方式在国际上不断增长。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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