外文翻译--有效的特许经营管理.docVIP

外文原文 Effective franchise management This article tries to address some of the issues managers face in franchise systems, the use of high tech systems and marketing. Using these two tools in the best way possible is of great importance to franchisees and franchisors. Both the advantages and short comings of these aspects are discussed. The importance of such an examination comes from the fact that these tools could be of very high value if applied appropriately or harmful if misapplied. Some examples of franchise systems that have been involved in these aspects are discussed to show the two- sided nature of the application of them. Franchising is one of the most popular and successful strategies for businesses to enter new markets and expand operations. Franchising enables the franchisor to enter a new market with very low risks and initial investment. Franchising systems are facing new challenges every day, such as: legal issues, marketing campaigns, franchisee- franchisor relationship, use of high tech systems, etc. The ultimate goal for both the sides of a franchise system is to fatten the bottom line – maximize profits. Introduction of new technologies has brought the attention of people in franchising the opportunities and horizons such technologies could open. Later on, the article will take a brief look at the new high tech systems, what they do, and how they could be very valuable to any franchise. Finally, the article examines the way franchise systems design their marketing campaigns. Technology is advancing every day and offering businesses some systems and tools that increase efficiency and productivity. Businesses have been making use of intranets, the Internet, sales and inventory software, and data transformation systems. Franchise systems can boost up their sales efficiencies, quality of communication, and profit ability by integrating these tools with their businesses. Some franchise systems have been applying and utilizing the tools and systems avai