从4P看零售企业的特许经营（Looking at franchising in retail enterprises from 4P）.docVIP

从4P看零售企业的特许经营（Looking at franchising in retail enterprises from 4P） In the commercial market, in addition to industrial goods, any manufacturers must be retail which is a commercial activity, will sell its production of consumer goods to the final consumer, and franchise expansion of the market, an important means to achieve business objectives. Franchising is a contractual relationship between the franchisor and the franchisee according to the contract, the system of franchise retailing, all individual franchise is composed of closely related groups, the franchisor provides a unique commercial franchise to the franchisee, and give staff training, organizational structure, management the management of the procurement of goods, such as guidance and help the franchisee to pay the corresponding fees to the franchisor. Franchising is a kind of marketing method, the retail enterprises in the marketing activities, franchising expansion, marketing mix factors should be aware of the discipline of marketing, product prices (Product), (Price), promotion (Promotion), location (Place), namely 4P meaning. Through the 4P, better understand the retail franchise. (I) products (Product); In marketing, the overall concept of a product consists of all the material goods and non-material forms that satisfy the buyers needs and interests. The overall concept of the product includes three levels: 1. core products; 2. forms products; 3. additional products. The whole concept of retail enterprise product has its special meaning, including three levels: 1. commodity, 2. service, 3. environment. Foreign consumer survey data show that consumers have three expectations for retail enterprises: first, to obtain satisfactory goods; two is to get good service; three, there is a comfortable shopping environment. In the retail industry, small investors to join the franchise, they themselves do not have the ability to create a famous brand, they chose to join the franchise stores generally have highe