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用形象的比喻来说,连锁经营好比是一位母亲,地有三个儿子,一个叫直营连锁;一个叫自由连锁;最后一个叫特许经营。而她最庞爱的儿子——特许经营,又名加盟连锁。所谓特许,指的是由一个公司来做总部,大批中小商人在独立经营的前提下,加盟做分店。特许总部向加盟者提供经营商品、经验、品牌、信息等等支持,加盟者以有偿的方式购买特许权。传统生意不同的是,特许总部对加盟者既有控制力,但又不防碍他们各自的自主性。特许经营比过于松散的自由连锁合作紧密,但又不像直营连锁那样死板。特许经营赚钱的原理在于,通过分工协作,改变了独立店单兵作战的被动局限,实现多网点配合作战,高水平分工,提高竞争力。
In the metaphor of the image, the chain operation is like a mother. There are three sons, one is a direct chain; the other is a free chain; the last is a franchise. And her most loved son - franchising, also known as the franchise chain. The so-called franchise, refers to a company to do the headquarters, a large number of small and medium-sized businessmen in the independent operation of the premise, joined the branch. The franchise headquarters provides franchisees with support for operating merchandise, experience, brand, information, etc. The franchisees purchase franchise in a paid manner. The difference in traditional business is that the franchise headquarters has control over franchisees, but it does not hinder their own autonomy. Franchising is more closely related to looser free-chain cooperation, but it is not as rigid as the direct chain. The principle of franchising to make money is that through the division of labor, it has changed the passive limitations of single-person operations in independent stores, realizing multi-network cooperation, high-level division of labor, and improving competitiveness.