我国特许经营策略研究.docx

武汉大学
硕士学位论文
我国特许经营策略研究
姓名:冯伟
申请学位级别:硕士
专业:エ商管理
指导教师:张广玲
20030501
中文摘要
特许经营作为一种重要的知识经营模式,其旺盛的生命力和独特的经营理念足以显示其对现代企业发展拥有的重要意义。随着全球经济一体化和知识经济的日渐发展,特许经营这种独特的运营模式在各国经济领域越发重要。因此,如何成功引进特许经营这种经营模式对中国企业的壮大发展、市场经济的完善以及健康发展都具有重要的战略意义。
本论文可分为四个部分。第一部分为特许经营概述,主要介绍了特许经营的概念、与连锁经营的区别及特许经营的经济学解释,并着重分析了特许经营中双方的优势和劣势。第二部分则分析了特许经营的本质特点,从知识经济的角度对特许经营的三个本质特点即:经营知识产品、双贏和连锁扩张进行分析说明。第三部分从特许经营三个本质特点出发探讨特许经营的策略, 针对每一种特点提出相应的策略,这些策略经常被一些知名特许经营企业所采用。第四部分也是本文的实际选题意义所在,从特许经营的本质特点来归纳在中国开展特许经营所遇到的现实问题,并试图从政府和企业两个方面给出具体的解决措施。
特许经营在中国的发展还不成熟,理论和实践也不完善。,通过系统研究特许经营的本质特点、发展历程、现状和存在的问题有助于在中国更好的发展特许经营。
关键词:特许经营特点策略
ABSTRACT
As one of Important knowledge management mode,franchising has vigorous vitality and unique management theory, which has showed their important meaning to development of modem enterprise. With the integration of global economic and mushroom of knowledge economy,this unique operation mode is going to play a more important role in every country's economic field. So, how to eed introduce this management mode to China has important strategic meanings for Chinese enterprise's strengthening and development.
The thesis can be divided into four parts. The first part is a skeleton on franchising, it introduce concept of franchising and explain the difference between franchising and chain operation, and emphatically state the advantages and disadvantages of franchising for a franchisee and a franchiser. Second part analyzes three essential characteristics of franchising in terms of knowledge economy,which are; deal in knowledge product, two-win and chain expanded. The third part proceed from three essential characteristics of franchising and probe into the franchising tactics, and give corresponding tactics for each characteristic, these tactics are often adopted in some well-known franchising enterprises. Fourth part is also the actual meaning of this selected title, e and sum up the Chinese realistic problem from esse