Facing the most successful franchise marketing model in the world today, it has become increasingly eclipsed in China. How to really do a good job in franchising marketing promotion strategy has formed an insurmountable business generation gap in front of Chinese people. In today's market economy, whether it is the formulation of market competition strategy or the design of marketing management and its incentive assessment system, it can directly target people's hearts with less resources and achieve the greatest economic and social benefits, which can be called "attacking the heart first" in today's market economy. Sun Tzu's art of war says: attack the heart for the top and attack the city for the bottom. This is about the confrontation between the two armies, and it is the way to win at the highest level for the people, for themselves and for the benefit of society. In today's market economy, whether it is the formulation of market competition strategy or the design of marketing management and its incentive assessment system, it can directly target people's hearts with less resources and achieve the greatest economic and social benefits, which can be called "attacking the heart first" in today's market economy. Facing the most successful franchise marketing model in the world today, it has become increasingly eclipsed in China. How to really do a good job in franchising marketing promotion strategy has formed an insurmountable business generation gap in front of Chinese people. Shanghai has a high educational culture, which aims to provide all-round services for school-age students who fail to enter universities, such as attending various private universities, taking self-taught teaching assistants, arriving in Shanghai for training and employment assistance, and studying abroad. Because of their efforts in promoting the implementation of franchise marketing strategy, whether they try their best to consider the interests of franchisees, try their best to help franchisees operate and develop, or provide a wealth of value-added education, training and employment assistance products and services, they fully embody the business connotation of "attacking the heart first". The whole service of education, training and employment assistance provided by Shanghai Yougao Education Culture has won the favor of students, parents and franchisees. In just one year, we have successfully developed nearly 100 franchisees, gained gratifying social and commercial benefits, and embarked on a marketing management road worthy of serious analysis. The purpose of franchise marketing management is still to spread the service to the final purchasing group. The general franchise strategy has always been to develop the number of franchisees as the main criterion for success. I don't know that the internal motivation of truly long-term and effective franchise management lies in the marketing systems and strategies that constantly create survival and development space for franchisees. With the increasingly fierce market competition, some small and medium-sized enterprises with old marketing management are no longer having a good time. With the rapid development of marketing management in the direction of more advanced science and innovation, the tried and tested franchisee incentive strategies of these enterprises are becoming more and more ineffective. A considerable number of enterprises are therefore stepping down the historical stage. In today's scientific marketing management system, the scientific management encouragement and cooperation of franchisees as enterprise partners should be measured from two aspects: first, the expectations and spirit of franchisees, including their positive work enthusiasm, sense of belonging, sense of accomplishment, sense of honor and other spiritual contents; The second is to provide franchisees with richer value, including the common development prospects with enterprises, the improvement of their own management quality, business returns and treatment. Avon, for example, has been trying to make franchisees engage in more products to improve profits, and constantly strengthen the dissemination, display and promotion of product brand image advertisements to help franchisees improve their performance. By these means, franchisees can have better business prospects, which can condense the centripetal force of franchisees and improve their work enthusiasm. When Shanghai Yougao Education Culture launched this education and training product and designed the product line, it not only considered the school-age students who have urgent needs for the whole country, but also the parents of tens of millions of students, creating a business target group with little competition, huge space and real needs for franchisees. At the same time, in terms of specific product lines, we design to provide full-course education and training services for these target groups, from attending various private universities, taking self-taught teaching assistants, receiving training and employment assistance in Shanghai, and studying abroad, which provides rich space for their franchisees to expand their product management, so that franchisees can engage in full-course education, training, study abroad and other intermediary services with little start-up cost. As long as we can capture some business opportunities, we can basically make a profit. This kind of product line design is really welcomed by franchisees and the profit is reasonable. Lack of dual management of process and result is the shortcoming of franchise marketing management. Contemporary enterprise management has developed to the stage of dual management of process and result. The essence of management by objectives is scientific management of the whole process of achieving goals. First of all, this goal refers to a feasible goal after scientific analysis, which has two elements-that is, it can be completed, but at the same time it needs the joint efforts of the company and franchisees to achieve the marketing task goal. Generally speaking, it is a task for franchisees to jump up and finish with the help of the company. Secondly, management by objectives should refer to the management and assessment after scientific analysis of the marketing process and logistics process on the premise of clarifying this goal, that is, to guide, help, track and assess the whole marketing process. The reason is simple, there is no result without process. Shanghai Yougao Culture provides guidance and assistance to franchisees in the Franchisee Management Guide. For franchisees of different levels and regions, it has carefully designed ways to find students, recruitment methods, publicity and communication strategies, work promotion rhythm and time arrangement, personnel organization and salary system. As long as the franchisees follow the above plan, it is time-saving and efficient, and through the platform of Shanghai Yougao Education, they can show their image and reassure parents. Shanghai's higher education culture joining system has designed a very low joining fee plus deposit, that is, franchisees can obtain the agency qualification in a certain area only by paying a very low joining fee; And urge them to try their best to achieve the business goals set by both parties through the way of deposit. At the same time, under the guidance of multiple processes and target management, such as joint communication and cooperation between Shanghai headquarters website and franchisee website, corporate image advertising, franchisee management system and methods, franchisees can easily achieve their business goals as scheduled, and at the same time, they can share the deposit of Shanghai's high education and cultural return! On the other hand, today some manufacturers operating franchise mode either sell their products or promise huge advertising investment. When the performance is not good, not only the shadow of the advertisement is gone, but also the manufacturers themselves can't find it. For the marketing management of franchisees, any company must have the above-mentioned modern management contents from process to target, so as to maintain a common long-term normal business development and cooperation relationship with franchisees and persist in overcoming the difficulties in the unpredictable market. Today, the core of management incentives for franchisees has become: to give franchisees more commercial value, that is, to provide franchisees with more comprehensive value in addition to commercial returns. For example, with the development of enterprises, to provide franchisees with more important business functions and more business product lines, so as to achieve the purpose of making franchisees more valued by enterprises and society. Shanghai Yougao Education Culture, through the definition of market groups and the product line expansion strategy formulated by the same groups, always considers the interests of franchisees and tries to help franchisees develop their business, vividly interpreting a small comedy of "taking the heart as the top priority".