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尽管特许经营有着诱人的魅力,经营的成功率很高,但任何事物都有正反两面,特许经营同样有利有弊,存在诸多风险。风险一:特许经营企业品牌的知名度不高经济学家魏杰说,能进入特许经营的特许方,应该是著名的品牌,有市场性很强的专有技术,并且有独特的营销管理模式,否则,特许权就毫无使用价值,永远“特许”不出去。因为对特许者而言,由于加盟店的指导监管不力,加盟店经营管理行为随意性大,容易破坏特许系统的统一性和形象。对被特许者来说,如果仅仅从特许者那里批来一些不知是否适销的商品,投资的回报如何保证?又何必去受制于人并交纳加盟费呢?
Although franchising has an attractive charm and a high success rate of operation, everything has both positive and negative advantages. Franchising also has advantages and disadvantages and risks. Risk one: the franchise brand is not well-known Economist Wei Jie said franchisee franchisee should be a well-known brand, a highly market-specific proprietary technology, and a unique marketing management model, Otherwise, the franchise has no use value, never “franchise” do not go out. Because of the franchisees, franchise stores due to poor supervision and guidance, franchise operations and management of arbitrariness, easy to undermine the franchise system of unity and image. For franchisees, how to guarantee the return on investment if you only approve from the franchisor for some products that you do not know whether to market or not? And why go to the top and pay the initial fee?