Franchising is one of the world’s most popular ways to establish a business and expand business. Not only the trend has become more obvious in developed countries such as the United States but also franchising management models in China are constantly increasing.
The catering industry is the traditional main force of the franchising. This dissertation tries to focus on the domestic catering industries that have the most potential to take advantage of franchising industry to accelerate development. And that will be a strong guiding role to the franchising development of LaoBeijing Restaurant Limited.
This dissertation is made of four parts. The first part and the second part introduce basic information of LaoBeijing Restaurant Limited, the existing franchising models and analyze deeply the problems of the present franchising models. The third part recalls the history of the franchising development, outlines the theory and the essence of the franchising, and proposes developing strategies of the catering enterprises in combination with positive and negative cases. The fourth part is the focus of this dissertation, which put forward improved franchising model combined with the situation of the company, marketing environment and market conditions.
