急··求~一篇关于机场特许经营或者就特许经营的英文文章最好文章要长,要是带中文翻译的话最好

急··求~一篇关于机场特许经营或者就特许经营的英文文章最好文章要长,要是带中文翻译的话最好
急··求~一篇关于机场特许经营或者就特许经营的英文文章
最好文章要长,要是带中文翻译的话最好

急··求~一篇关于机场特许经营或者就特许经营的英文文章最好文章要长,要是带中文翻译的话最好
China franchise: development bottleneck
Domestic franchise enterprise overall development level is still in the lower level, standardization needs to be improved, main show is:
First, the enterprise creation time generally shorter, the enterprise strength weak, network poor stability. Partial enterprise does not have development franchising objective conditions, some enterprise even in constructions profit pattern is not perfect situation began to blind expansion.
Second, the enterprise from the establishment to begin the franchise, the intermediate preparation time slant generally shorter, operation is not standard. Enterprise itself is not had brand, trademark, management techniques such as franchising core advantage.
Third, management is not standard, franchising enterprises in charge to the joining trader after doing no capacity corresponding advice and service. Block franchise enterprise development of basic reason is that most of the concessionary projects are lack of core superiority, the joining trader set up shop after sales of commodities or services cannot long-term attract consumers. Therefore, franchising management innovation, need to find an effective, can long-term attract and retain terminal consumer breakthrough. Global franchise famous brand "McDonald", "starbucks" why can have such wonderful performance? Because they allow customers in taste the delicious also experienced involved in happiness.
Franchising soaring of engine: to customer participation as the core of the experience marketing
Before 1970s, people are never wear cosmetics, do not use cosmetics; In the 1980s, women began to shop counters to choose and buy cosmetics; Then came the nineteen nineties, beauty salon from head to foot of professional beauty services; While in the 21st century, individuals can according to their characteristics of skin to experience centre site preparation cosmetics. Various phenomenon showed that consumer becomes more and more individuation, emotional, their needs key has turned to pursue experience by pursuing practical. All these, indicating that "service marketing" has been slowly faded, "experience marketing" is radiation surplus strong field effect, "experience marketing" the time has come!
So-called experience, is to feel, feelings, it is the customer in mind of memories, and lingering. And the experience marketing is to show enterprise service as the stage for consumer goods for props, create unforgettable experience. Traditional economy mainly focus on product practical and prices, with the arrival of the era of experiential marketing, production and consumption behavior has been the following changes: from life and situation perspective, shaping sensory experiences and psychological identity, with change consumer behavior, for products and services to find new living space.
1. Customer demand-driven. That is to say, the enterprise from consumers' true according to the requirement of consumer is accepted by the way, not only for customer satisfaction products and services, and to create and valuable experience.
2. To customer satisfaction as the goal. In modern society, people are not satisfied simply to buy the products, and more focused on the purchase process of our products produced by the satisfied. Therefore, the enterprise in improving the product itself the use value, should increase customer experience, thus making the customer in element of material and spiritual get double satisfaction.
3. Customer participation as the core. These two years emerging rock climbing, bungee sports why are more and more young people welcome, is because these exercises make people truly involved, experiencing extreme sports of pleasant sensation, calculate "buy sin by", but enjoy. Only let customers become products and services of the enjoyer and let them to experience body amid the pleasant sensation, can ensure that customer loyalty.
Traditional shops and experience shop runs grand meeting
Traditional store is commonly simple goods sold or services, and consumer is indifference the buying and selling of the relationship between the product and the service, due to the increasing homogeneity, difficult to stimulate consumer purchasing desire, and trade operators more and more, more and more competition, so it is difficult to be managed continuously, generally operating three years of shop is less than 10 percent.
The experience marketing and the franchise of combining the best example - starbucks, it with traditional shop differ? In 1996, starbucks in Tokyo open first overseas chain, from 1996 to today, starbucks chain that has spread all over the world 37 countries and regions, totaling more than 100,000. Statistics show that starbucks almost daily with open three to four stores speed growth, and each coffee is the cost of other cafe, twice its magic?
Starbucks became people is a part of life, with the home, and the workplace completely different "third space", where the atmosphere is quiet and tastefully laid out, quiet, kind, living room of furniture decoration, elegant tonal, enthusiastic reception, thick coffee, coffee machine coffee issued hiss, all this makes every cited a completely relax and enjoy all taste leisurely and comfortable life, and they are more grade. This is decorous, kind, comfortable atmosphere far outweighs the product itself. That is, people to starbucks has not come to drink coffee, but there feel relaxed and comfortable. It created a kind of duplicated atmosphere, let a customer forever memory.
Starbucks "experience marketing" way, is to make it a weapon with unique charm. Deep cultural inside information, unremitting pursuit, everywhere the grade of service, considerate comfortable elegant consumption environment, lead customers to experience the different humane, exotic and fashion. At starbucks, guests and barista, between the guest and the interaction between the guest is one of its features.the. Here the coffee sort is various, the selectivity of large customer, you can drink to any kind of coffee, Secondly, it is fresh, there can be found vitality for your coffee, took pains to teach you the coffee. You look very Global optimisation techniques decorate wall act the role ofing, bar, tones ark, holding the cup, will suddenly in New York in the United States.
Any shops are trying to make customers satisfied products and service. But practical experience shows that only by is not enough to long-term retaining the customer satisfaction. We must create the ream customer unforgettable experience, aroused people's excitement, taking them from satisfactory buyers into loyal advocates. Experience must show on customer's deep concern, and constantly make customers feel pleasantly surprised, let them participate, enjoy the process of fun.
Dongguan changan hotel in December 1989, opening, hardware facilities, the traffic is very convenient, is following the first three-star hotel, but after opening has been performance flatly. January 2002 international four-star standard extend for foreign-related hotel, through our hardware and software's reform, hotel invested millions of RMB specially introduced intelligent management system, as long as the guest in the foreground to check-in, step to your room, it will be amazed by the door already automatically open, the curtain slowly pulled open, more surprise, when TV acoustics there was a beautiful music, screen of automatic hit welcome guests name, and welcomes guest check in the inscription, novel approach attracted guests, giving them a supreme honor experience. Hotel development henceforth on a new level, all kinds of conferences and business activities from being inundated. Above examples, people in consumption process want is a kind of experience, an experience, and let consumers have the experience is the only way to success. The correct implementation of the experience marketing strengthens the enterprise core competitive ability, not only make sales and profits steadily rising, customer loyalty and satisfaction also changed greatly.
Franchising + experience marketing: excellent business opportunities
By way of franchising to develop, but how to avoid competition of simple imitation, formed its unique core competitiveness?
According to the author of the "experience" of research and practice, through to consumer "pleasure, exciting experience", be field effectively increased more than 30% of sales, also can improve the customers' loyalty and lead. At the same time through effectively experience design, can make consumers from buying "become" personal "group purchase", such as McDonald's main consumer is "children", but the child is together with their parents. Starbucks is main consumers, but the white-collar is white-collar together with his girlfriend. Through the research found that "wonderful experience" can make consumers two above the scene consumption, while the two consumer common consumption is at least two independent slowdown in consumer spending 120%.
As Apollo and JinLiLai earlier import CIS established industry leadership, a kind of any new technologies to emerge and application, all is the industry to shuffle and redistribute wealth superexcellent opportunity, the practice has proved, franchising + experience marketing "is the enterprise the sustained and rapid development of slashing, in the management of the enterprise will experience marketing and franchising grafting application, can promote the enterprise's sustainable development.