DOI: https://doi.org/10.15587/2312-8372.2017.113283

Investigation of relationship marketing in the franchising activity of trade companies

Yanina Lisun

Abstract


The article reveals the essence and constituents of the concepts of «relationship», «interaction», «marketing relations», «marketing partnership», «partnership» of the trade business. The essence of the terms «distribution» and «franchising» is investigated and the place of franchising in the structure of organizational and legal forms of distribution systems is determined.

It analyses the activity of trading companies and the franchising market of Ukraine is conducted. The article analyses main strengths and weaknesses of franchising activity are summarized with the use of SWOT analysis, which makes it possible to clarify the nature of the partnership relations in the franchising business.

The article shows that relationship marketing is a mechanism for the development of business entities based on the integration of basic functions, partnerships and corporate interests. Franchising framework consists of various forms and principles of cooperation, ranging from the simplest, which consists in the distribution of franchisor goods using its brand and trade standards, to the most complex form of cooperation, which consists in proposing an entire franchise system.

It analyses the segmentation of franchises in the field of trade on the basis of such features as investments, the cost of a franchise, the payback period, the number of staff, technological requirements for doing business, which makes it possible to clarify the degree of manifestation (saturation) of the partnership.


Keywords


entrepreneurship; trade; distribution; partners; franchising; partnership marketing; coordination of interests; efficiency; sustainable development

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References


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Kotler, P., Levy, S. J. (1999). Demarketing, Yes, Demarketing. Brands, Consumers, Symbols, & Research Brands. SAGE Publications, Inc., 75–83. doi:10.4135/9781452231372.n7

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Balabanova, L. V., Chernysheva, S. V. (2009). Marketynh vidnosyn v systemi upravlinnia pidpryiemstvom. Donetsk: DonNUET, 280.

Koval, T. A., Yakhkind, V. P. (2014). Doslidzhennia marketynhu partnerskykh vidnosyn yak instrumentu stratehichnoho upravlinnia pidpryiemstvom. Biznes Inform, 4, 441–448.

Tankov, K. M. (2012). Marketynh vzaiemovidnosyn v upravlinni lantsiuhamy postavok. Biznes Inform, 7, 180–183.

Shtal, T. V., Dobrosiuk, Yu. B. (2012). Elementy mehanizma vzaimodeistviia subiektov v kanalah sbyta. Biznes Inform, 10, 17–22.

Yakhkid, V. P. (2013). Marketynh partnerskykh vidnosyn yak instrument stratehichnoho upravlinnia pidpryiemstvom. Ekonomika rozvytku, 2 (66), 100–104.

Apopii, V. V., Babenko, S. H., Honcharuk, Ya. A. et al.; Apopii, V. V. (2008). Komertsiina diialnist. Ed. 2. Kyiv: Znannia, 632.

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Verba, V. A., Hrebeshkova, O. M. (2007). Stratehichni partnerstva yak model rozvytku pidpryiemstva. Korporatsii ta intehrovani struktury: problemy nauky ta praktyky. Kharkiv: VD «INZhEK», 244–267.

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Frolova, L. V. (2005). Mekhanizm lohistychnoho upravlinnia torhovelnym pidpryiemstvom. Donetsk: DonDUET n. a. Tugan-Baranovsky, 322.

Heikkila, J. (2002). From supply to demand chain management: efficiency and customer satisfaction. Journal of Operations Management, 20 (6), 747–767. doi:10.1016/s0272-6963(02)00038-4

Biekert, J. (1992). The data revolution. Target Marketing, 15 (1), 24–28.

Alderson, W. (1965). Dynamic Marketing Behavior: A Functionalist Theory of Marketing. Homewood: R. D. Irwin, 383.

Christopher, M. (2016). Logistics and Supply Chain Management. Ed. 5. FT Press, 328.

Hryhorenko, T. I. (2011). Klasyfikatsiia franchaizynhovykh merezh. Tovary i rynky, 1, 36–43.

Dannikov, O. V. (2008). Problemy pobudovy ta funktsionuvannia franchaizynhovykh system v Ukraini. Marketynh v Ukraini, 5 (51), 62–69.

Dmytryshyn, V. S. (2010). Dohovir komertsiinoi kontsesii ta dohovir franchaizynhu. Spivvidnoshennia poniat ta pravova pryroda. Chasopys Kyivskoho universytetu prava, 3, 199–203.

Mazurenko, V. P. (2013). Rozvytok franchaizynhovykh vidnosyn u mizhnarodnomu biznesi. Naukovyi visnyk ChDIEU, 3 (19), 78–84.

Makhnusha, S. M. (2010). Franchaizynhova forma vykorystannia brendu: pohliad z pozytsii marketynhu innovatsii. Marketynh i menedzhment innovatsii, 2, 26–33.

Semenenko, I. M. (2012). Vykorystannia franchaizynhu v diialnosti promyslovykh pidpryiemstv. Biznes Inform, 7, 102–104.

Cherenkov, V. I. (2004). Evoliutsiia marketingovoi teorii i transformatsiia dominiruiushchei paradigmy marketinga. Vestnik Sankt-Peterburgskogo universiteta, 2 (16), 3–32.

Lisun, Y. V. (2014). Teoretyko-metodolohichni zasady formuvannia zbalansovanoho stratehichnoho potentsialu partnerskoi vzaiemodii pidpryiemstv sfery posluh. Naukovyi visnyk Khersonskoho derzhavnoho universytetu, 6 (3), 12–15.

Lisun, Y. V. (2015). Teoretychni aspekty formuvannia vzaiemovidnosyn u kontseptsiiakh marketynhu. Visnyk Odeskoho natsionalnoho universytetu im. I. I. Mechnykova, 2/1 (20), 70–73.

Lisun, Y. V. (2015). Uzghodzhennia sotsialno-ekonomichnykh interesiv pidpryiemstv na osnovi refleksyvnoho pidkhodu. Visnyk Khmelnytskoho natsionalnoho universytetu, 4 (4), 27–32.

In: Zhuk, I. M. (2016). Statystychnyi shchorichnyk Ukrainy za 2015 r. State Statistics Service of Ukraine, 575.

Franchise Group. Available at: http://franchisegroup.com.ua/

Lisun, Y. V. (2015). Statystychnyi analiz franchaizynhu sfery hromadskoho kharchuvannia ta torhivli v Ukraini. Ekonomichnyi analiz, 20, 45–52.

Haivanovych, N. V. (2011). Merezhevi struktury malykh i serednikh pidpryiemstv. Visnyk Khmelnytskoho natsionalnoho universytetu. Ekonomichni nauky, 6(4 (181)), 110–115.

Lisun, Y. V. (2016). Lohistychni systemy u zabezpechenni partnerskoi vzaiemodii pidpryiemstv. Actual problems of globalization, 195–199.

Lisun, Y. V. (2015). Stages and technology in developing a strategic partnership. Perspective economic and management issues. Vienna: «East West» Association For Advanced Studies and Higher Education GmbH, 449–453.

Lisun, Y. V. (2015). Aktyvizatsiia partnerstva na osnovi klasternoho pidkhodu yak mekhanizmu rehionalnoho rozvytku biznesu v Ukraini. Spatial aspects of socio-economic systems development: the economy, education, and health care. Opole: The Academy of Managemant and Fdministration in Opole, 76–82.

Lisun, Y. V. (2015). Мanagement contractors interests based on network model of economic development. Institutional framework for the functioning of the economy in the context of transformation, 292–297.


GOST Style Citations


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Lisun, Y. V. Statystychnyi analiz franchaizynhu sfery hromadskoho kharchuvannia ta torhivli v Ukraini [Text] / Y. V. Lisun // Ekonomichnyi analiz. – 2015. – No. 20. – P. 45–52.

Haivanovych, N. V. Merezhevi struktury malykh i serednikh pidpryiemstv [Text] / N. V. Haivanovych // Visnyk Khmelnytskoho natsionalnoho universytetu. Ekonomichni nauky. – 2011. – Vol. 6, No. 4 (181). – P. 110–115.

Lisun, Y. V. Lohistychni systemy u zabezpechenni partnerskoi vzaiemodii pidpryiemstv [Text]: Collection of scientific articles / Y. V. Lisun // Actual problems of globalization. – 2016. – P. 195–199.

Lisun, Y. V. Stages and technology in developing a strategic partnership [Text]: Collection of scientific articles / Y. V. Lisun // Perspective economic and management issues. – Vienna: «East West» Association For Advanced Studies and Higher Education GmbH, 2015. – P. 449–453.

Lisun, Y. V. Aktyvizatsiia partnerstva na osnovi klasternoho pidkhodu yak mekhanizmu rehionalnoho rozvytku biznesu v Ukraini [Text]: Monograph / Y. V. Lisun // Spatial aspects of socio-economic systems development: the economy, education, and health care. – Opole: The Academy of Managemant and Fdministration in Opole, 2015. – P. 76–82.

Lisun, Y. V. Мanagement contractors interests based on network model of economic development [Text]: Collection of scientific articles / Y. V. Lisun // Institutional framework for the functioning of the economy in the context of transformation. – 2015. – P. 292–297.







Copyright (c) 2017 Yanina Lisun

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ISSN (print) 2664-9969, ISSN (on-line) 2706-5448