Chain operation is a contractual relationship between licensor and licensee, that is, the relationship between licensor and licensee depends on the contract between the two parties. Authorization in chain operation refers to the right to use intangible assets, including intellectual property rights. Not tangible assets or their right to use.
Chain operation organizes scattered business entities. Has the scale advantage. Unification: unify the appearance of the store name; Unified advertising and information; Unified purchase; Unified accounting; Unified inventory and unified management.
Extended data:
Chain operation includes direct chain, franchise chain and free chain.
1. Joining FC (Franchised Chain) means that the headquarters with technical and management experience will guide and impart the technical experience of various operations of franchised stores, and charge a certain percentage of commission and guidance fee. This contractual relationship is called franchising.
2. Franchising headquarters must have a complete and effective set of operational technical advantages, so as to transfer guidance, allow franchisees to operate quickly, and gain benefits from it, and the franchise network can become stronger and stronger. Therefore, how to inherit management technology is the key to franchising.
3.RC (regular chain) refers to the chain stores directly operated by the head office. That is to say, the company headquarters directly manages the business form of each retail point, and there is no franchise store in this chain form.
The headquarters adopts a deep management mode and directly places orders for all retail outlets. There is no doubt that retail stores must fully accept the command of the headquarters. The main task of direct chain is "channel operation", that is, to obtain profits from consumers through the expansion of business channels. Therefore, the direct chain is actually a "management industry".
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