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The Guidance of Product Life Cycle Theory to Franchise

Author: ZhangZuo
Tutor: SongKeQin
School: Capital University of Economics
Course: Business management
Keywords: Franchising Product Life Cycle Franchisor By Xu Fang
CLC: F717.6
Type: Master's thesis
Year: 2007
Downloads: 241
Quote: 0
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Abstract


This paper proposed an innovative product life cycle theory of the guiding role of the franchise. This article describes the franchising concept, the characteristics of the current state of development, advantages and shortcomings, and introduced the concept of the product life cycle theory, the guiding role of the form of graphics, special product life cycle theory and product life-cycle theory of marketing. According to Vernon's theory, by 2005 China Chain Store \u0026 Franchise Association overseas franchise brands development survey describes the application of the product life cycle theory in the field of international franchising. This article describes the advantages and disadvantages of franchising franchisor growth stage and maturity of the product, and how to extend the franchise. The article also describes the franchise by the promise of special advantage. As can choose many franchise projects, but the good and the bad. Because of asymmetric information, lack of knowledge, ordinary franchise in a vulnerable position. This article describes the product life cycle theory can help franchisees choose to join the product, joining in the growth stage and mature product, to avoid the recession of the product. This article describes how RBT case by way of franchising to extend the period of growth and maturity of the product and brand. Product owners can extend the franchise product growth, maturity. By organization properly franchising this way, you can in the short term so that consumers familiar with the brand, which quickly through the introduction period, into the growth stage. By franchisees, vendors can obtain adequate funding, the product improvement through research and development, and put in advertising and other ways to extend the growth, maturity. On the contrary, the franchise will make inappropriate products rapidly fading, directly from growth into recession. Glutton duck is a good example. In this paper, the dregs cake case special product life cycle of the guiding role of the franchise. Fashionable boom-type products, franchising parties to pay attention to fashion factors and the timing of market entry, product owners to focus on fashion variability of factors, through constant variety of fashion elements into their products in this way , to extend the life cycle of the product, or the product life cycle into development - Import - growth - maturity - recession - recovery - recession.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > A variety of commercial enterprises > Supermarkets, chain stores,specialty stores
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