Real estate operation management mode

Characteristics of chain operation Chain operation has the following basic characteristics: 1. Chain operation is a contractual relationship between licensor and licensee, that is, the relationship between licensor and licensee depends on the contract of both parties; 2. There is no tangible asset relationship between the authorized person and the authorized person in the chain operation, but they are independent legal subjects, and each of them independently bears external legal responsibilities; 3. Licensor has the ownership and/or exclusive right to the authorized matters involved in the contract between the two parties, and Licensee obtains the right to use (or the right to use) and the right to income based on the right to use through the contract; 4. Authorization in chain operation refers to the right to use intangible assets, including intellectual property rights, not tangible assets or their right to use; 5. Licensee is obliged to pay the fees to Licensor according to the contract between both parties; 6. Licensee shall keep the uniformity required by Licensor in the contract. [Edit this paragraph] Chain operation is characterized by six unifications: unified procurement, unified distribution, unified logo, unified marketing strategy, unified price and unified accounting. [Edit this paragraph] Advantages of the chain operation mode The main advantages of the chain operation franchise mode are: 1. The licensee can achieve the goal of scale operation only by investing in brand and management experience, which can not only get returns in a short period of time, but also make intangible assets upgrade rapidly. 2. Because the licensee has purchased a successful operating system, it can save a "learning curve" that it must go through when starting a business, including the necessary groping process such as selecting profit points and opening the market, thus reducing business risks. 3. The licensee can own his own company and control his own income and expenditure. The start-up cost of the licensee is lower than other modes of operation, so it can recover its investment and make a profit in a short time. The licensee can get the help and support of experienced licensees in site selection, design, staff training, market and so on, so that its operation can quickly move towards a virtuous circle. 4. The relationship between licensor and licensee is not competitive, which is conducive to expanding market share. The essence of chain operation is an effective way for enterprises to use intangible assets for capital operation and realize low-risk capital expansion and scale operation. This is also the fundamental reason for the rapid development of chain operation. [Edit this paragraph] Three forms of chain operation Chain operation is a form of management organization and management system, which refers to a number of enterprises operating similar goods or services, forming a consortium in a certain form, carrying out specialized division of labor under the overall planning, implementing centralized operation on the basis of division of labor, and combining independent business activities into an overall scale operation, thus realizing economies of scale. Chain operation includes direct chain, franchise chain and free chain. Franchise FC (Franchise Chain) is a contractual relationship in which the headquarters with technical and management experience guides and teaches the technical experience of franchise stores in various operations, and collects a certain percentage of commission and guidance fee. Franchising headquarters must have a complete and effective set of operational technical advantages, so as to transfer guidance, let franchisees operate quickly, and gain benefits from it, and the franchise network can grow day by day. Therefore, how to inherit management technology is the key to franchising. Direct chain RC(Regular Chain) refers to the chain stores directly operated by the head office, that is, the business form of each retail outlet directly managed by the company headquarters, which has no franchise stores. 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". Voluntary joining VC (voluntary chain) is a shop that voluntarily joins the chain system. Because this kind of store already exists, it is not a franchise store, but was originally founded by a chain headquarters, so it should be different from a franchise store in name. In the voluntary franchise system, the ownership of goods belongs to franchisees, while the operation technology and store brand belong to the headquarters. Therefore, although the operation of the voluntary franchise system is based on the unity of franchisees' recognition of "fate * * *", we should also take into account the premise of "life * * * *" cooperation and development, on the one hand, we should maintain franchisees' independent operation. Therefore, voluntary franchising can actually be called "the industry of ideas". It means to pay attention to the communication between the two and realize the primary goal of cooperation. [Edit this paragraph] The development of chain operation 1859 The first large chain store market is owned by George? 6? 1F？ 6? 1 Gilman and George? 6? 1 Huntington? 6? 1 Hartford was established in new york. 1865, an American sewing machine company established a chain distribution network, which has dominated the American market since then. McDonald's brand picture In 1950s, McDonald's and KFC introduced the chain operation system, and the company developed rapidly, perfecting the chain operation format. In 1960s and 1970s, with its unique vitality, chain operation broke through the barriers of trade protectionism and spread from the United States to all parts of the world. 1963, Japan established the first chain store with the nature of chain operation-"No Price" West Point Coffee Shop, and began to abandon the traditional direct chain operation format. After 70' s, retail and catering industry are the main chain operations in Japan.