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著名的未来学家奈斯比特早在上个世纪就曾预言“特许经营将成为21世纪主导商业模式”。今天,特许经营作为一种现代营销方式,可以说已经在全世界范围内得到了普及。我国的特许经营在这股全球化的浪潮中,虽说引入得比较晚,但目前也已出现迅猛发展的趋势。据来自中国特许经营的行业协会——中国连锁经营协会的数字显示,我国特许经营企业已达410家,店铺11,000多个,涉及超级市场、便利店、中式正餐、文化教育等50多个行业。在我国,由于特许经营起步较晚,在表面上的热闹与繁荣背后,也存在着许多问题。这其中,特许经营的风险问题尤其为人们所关注。世界特许经营发展组织(FDS)中国区总裁刘文献认为,今明两年将是国内特许经营发展的关键时刻,因为2003年我国将向国外全面开放特许经营业,这之后,中国的特许行业如果还不能建立起自己的管理创新体制、法制环境、信用机制以及游戏规则的话,届时,国内的特许品牌将日渐失去自己的生存空间。
Well-known futurist Naisbitt predicted in the last century “franchising will become the dominant business model in the 21st century.” Today, franchising, as a modern marketing method, can be said to have gained popularity around the world. Although the introduction of China’s franchising in this wave of globalization has been relatively late, there has been a trend of rapid development. According to figures from the China Association of Franchise Franchiseers, the franchise industry association in China, there are now 410 franchised enterprises in China with more than 11,000 outlets covering over 50 industries including supermarkets, convenience stores, Chinese dinner, culture and education. In our country, due to the late start of franchising, there are many problems behind the seemingly lively and prosperous. Among them, the issue of the franchise risk especially for people’s attention. Liu Wenxian, president of the World Organization for Franchise Development (FDS) in China, believes that the next two years will be a crucial moment for the development of franchising in China because China will open its franchise business to foreign countries in an all-round way in 2003. After that, if the franchised industry in China Can not establish their own management innovation system, the legal environment, credit mechanisms and rules of the game, then, the domestic franchise brands will gradually lose their living space.