特许经营作为一种有效的营销模式,对全球商业经济的发展产生了十分积极而深远的影响。自20世纪90年代以来,特许经营在我国呈现出了快速发展的势头,并取得了良好的经济效益和社会效益。本文通过分析杭派女装特许经营过程中所存在的问题,探讨出有利于杭派女装发展特许经营的优化策略。 Franchising, as an effective marketing model, has had a very positive and far-reaching impact on the development of the global business economy. Since the 90s of the 20th century, the franchise has shown a rapid development momentum in our country and achieved good economic and social benefits. This article analyzes the problems existing in the process of franchising of Hangzhou women’s clothing and explores the optimization tactics that are conducive to the development of franchising in Hangzhou women’s clothing.