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幸福树电器的特许加盟策略研究.doc


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幸福树电器的特许加盟策略研究
幸福树电器的特许加盟策略研究
摘要
随着国美、苏宁等家电连锁企业的兴起,家电厂商之间的矛盾不断激
化,越来越多的家电制造商开始了家电分销模式的探讨,以特许加盟方式
进入三、四级家电市场的 TCL 幸福树就是其中的代表。本文旨在从客观理
性的角度分析和研究 TCL 的幸福树特许加盟策略。本文认为:幸福树以特
许加盟的经营方式进入三、四级家电销售市场,在理论和实践上都具有一
定的合理性,但须注意规避运营过程中出现的问题。全文分四个部分,第
一部分绪论,介绍了本文写作的背景以及目的。第二部分详细论述了特许
经营的相关理论以及其本质。第三部分实证研究部分,这一部分包括文章
的第三、第四和第五章。分别解释了幸福树以特许加盟方式进入三、四级
市场的原因;介绍了幸福树的具体运作方式;以及对幸福树现状的客观分
析研究。第四部分结论,这一部分对文章作一个总结性的陈述,并提出进
一步研究的必要。
关键词:幸福树电器;特许加盟;三、四级市场;经营模式I 暨南大学硕士学位论文
ABSTRACT
With the growing up of the electric appliance chain enterprises,for
instance,Gome and Suning. The contradiction between manufacturer and
merchant unceasingly intensifies. More and more electric appliance
manufacturers begun to discuss the model of distribution channel. The
Happytree electric appliance, which uses franchise strategy entering to the third
and fourth-class markets, is a representative. For the purpose,This article studies
and discusses the franchise strategy of the Happytree electric appliance from an
objective and rational angle. The basic concept of this article is,the Happytree
uses the way of franchise entering to the third and fourth-class electric appliance
markets has rationality both in theory and in practice, but it must pay attention to
dodge some questions in the operation process. The article divides four parts, the
first part, introduction, introduced the background and write purpose of this
article. The second part elaborated the interrelated theories and the essence of
franchise in detail. The third part, empirical research, this part including three
sections, the third chapter,the fourth chapter, and the fifth chapter. The third
chapter explained the reasons why the Happytree electric appliance uses
franchise strategy entering to the third and fourth-class markets,the fourth
chapter Introduced the Happytree's concrete operation modes,the fifth chapter
analyses and researches the Happytree’s present situation from an objective
angle.

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  • 页数41
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  • 时间2018-09-17