被未来学家奈斯比特称之为21世纪“主导商业模式”的特许经营,其浪潮已在中国涌动。 一、特许经营的定义及其特点 特许经营(又称加盟连锁)是连锁经营中的一种形态,是以品牌、管理体系为核心,以契约规定严格运作的高级营销形式。在这种特定的高级营销形式中,受许人(加盟商)可在特定的期限内享有特许人(盟主)的商标、产品、服务或经营技术,以及特许人提供的信息和培训等。这样,受许人(加盟商)在缺少行业经验的情况下,以低风险投资顺利地解决创业过程中的许多实际问题,能在创业之初就以成熟的面貌开始经营并获得可观的利润。特许经营有以下三个特点: 第一,特许经营是一种现代经营方式。商家通过市场运作,实现产品商业形态的三种转换,生产者的产品——经营者的商品——消费者的消费品。 第二,特许经营是一种企业组织方式。它在总体经营目标指导下,通过盟主与加盟者之间的分工合作,实现商品经营作业的细分化,经营领导的地域化,企业营销与产品营销 The wave of franchising, something futuristic scientist Naisbitt calls the “dominant business model” of the 21st century, has surged in China. First, the definition of franchising and its characteristics Franchise (also known as franchising chain) is a form of chain operations, is the brand, management system as the core, strict contract with the provisions of the advanced marketing form. In this particular form of advanced marketing, the franchisee (franchisee) may enjoy the franchisee’s (trademark), product, service or operating know-how, and information and training provided by the franchisor for a specified period of time. In this way, by the promise of people (franchisee) in the absence of industry experience in the case of low-risk investment successfully solve many of the practical problems in the process of entrepreneurship in the beginning to start a mature business and get a handsome profit. Franchising has the following three characteristics: First, franchising is a modern mode of operation. Through the operation of the market, the merchant realizes three kinds of transformations of the product’s commercial form, the producer’s product-the merchant’s product-the consumer’s consumer product. Second, franchising is a way of organizing business. Under the guidance of the overall business objective, it realizes the division of the commodities management operations through the division of labor between the leader and the franchisees, the localization of the management leaders, the marketing of the enterprises and the marketing of the products