素颜公司特许经营新模式的设计

【作者】 费飞；

【导师】 邓田生；

【作者基本信息】 中南大学 ， 工商管理， 2008， 硕士

【摘要】 该文章的内容以特许经营模式选择和设计为中心,结合该企业以技术服务营销带动产品销售的特点,对如何充分发挥特许经营模式的优势,在选择适合企业营销特性的特许经营模式,特许经营模式推广中涉及的渠道设计与完善等相关问题上,以及企业对渠道变革应给予的保障与支持进行了分析,提出了相应的设计和解决方案。其目的就在于使企业结合自身特点,对特许经营模式有更深入的了解,并在特许经营模式的应用和推广中,从深度分销的角度上把握终端特许经营合作的渠道建设和管理,以真正实现特许经营所具有的投入最少,见效最快、成功率最高的营销模式的意义。本文首先对特许经营模式进行了介绍,并就特许经营模式分析、特许经营模式推广中需要注意的因素、以及分销渠道成员中的中间商、分销渠道设计和选择和传统渠道与新兴渠道间冲突的分析与解决等课题进行了理论概述。然后将素颜公司现有特许营销模式进行了全面地剖析,其中包括现有模式的优劣势、产品特性以及具体销售数据等项目的分析。在此基础上,又做了对素颜公司营销环境的分析。通过就美容行业宏观环境、发展特征和趋势、存在的问题,服务终端美容院的定位和专业线美容业态的发展等方面,以及市场中竞争情况、竞争者行为和消费者消费行为等对企业的内、外部环境进行了详实地介绍和分析;并使用SWOT分析法,对企业营销环境进行了综合分析,指出了素颜公司目前发展的优势、劣势、机会和威胁,为企业如何发挥企业独特优势,选择趋利避害的营销模式提出了建设性意见。有了前面的详细分析,文章逐步展开针对企业特许经营新模式的选择和设计的全面论述。在论述中,结合企业发展要求,分析了现有特许经营模式的不足,对适合企业特点的特许经营新模式进行了选择和设计,并在新的特许经营模式推广所涉及的渠道调整方面引入了深度营销理念,将企业在加强终端特许合作的同时,与原有的营销网络相结合,把握终端特许经营合作的渠道建设和管理,为有效地将新的特许经营模式进行推广提供了保证。结合企业现有条件,进一步就市场营销系统的选择、物流和客户服务系统以及绩效管理等内容进行了设计和规划,以针对新的特许经营模式的成功实施提供相应的必要支持。文章最后指出了特许经营新模式过程中应注意的问题,并对新模式预期的效益进行了分析。更多还原

【Abstract】 Focusing on choice and design of FranchiseBusiness Module(FBM), and toward how to sufficiently and effectively take advantage of FBM, this article makes analysis and offer design and solution planing, accordingly with enterprise’s feature of technology service driving product selling, on relevant questions, such as choice of FBM right for marketing feature enterprise, channel design and development involved in extension of right Module, guarantee and support by enterprise , for channel change. The purpose is to help enterprise get beter understanding of FBM according to unique feature of enterprise, and master channel construction and management of Franchise Business cooperation with end user through the version of depth distribution , and eventually reach the goal of lowest investment, fastest speed to makeeffect and highest success rate, which are styles of Franchise Business boosts.This article firstly gives a brief of Franchise Business, and summarizes on analysis of FBM, relevant observing factors of Franchise Business extension, distributors, design and choice of distribution channels, analysis and solution of conflict in between traditional and new channels.In the course of marketing analysis of SuYan Corporation, quite a specific introduction of and analysis on enterprise’s external and internal situation is processed through the following involved as Beauty trade general environment, its growth style and trend, problems being existed in the growth, orientation of beauty shops, development of professional line beauty, and competition situation on market, competitors’ behavior, consumers’ be havior and so on. Meanwhile, SWOT analysis method is applied as well to point out strength, weakness, opportunity and threat, with which SuYan corporation is facing. This analysis assists to put forwards positive suggestion for enterprise in know-how of taking advantage of its unique features to select right market module, in which there are more opportunity and less threat.On the basis of the above mentioned, the article further dissects completely current SuYan marketing module, which includes strength and weakness of current marketing module, product’s features and particular selling data, then develops comprehensive discussion on choice and design of FBM.. The discussion firstly analyzes problems of in present FBM upon development of SuYan enterprise; then makes choice and design of right FBM for enterprise accordingly. For better channel adjustment related to FBW extension. It is recommended to apply depth-marketing idea to offer guarantee to effectively extension of FBM, through combination with available marketing net, and taking charge of construction and management of channels in FAM cooperation with end users. According to current condition of SuYan corporation, the thesis gives some ideas about design and plan of product and service, choice of marketing system, logistics and client service system, and performance management, to ensure successful processing of new FBM.At last, it has made economic technology assessment for the new module.更多还原