本文選題：特許經(jīng)營　切入點(diǎn)：加盟商　出處：《上海外國語大學(xué)》2013年碩士論文

【摘要】：中國商業(yè)特許經(jīng)營自上世紀(jì)80年代以來，一直處于快速成長期，特許經(jīng)營業(yè)態(tài)的快速發(fā)展帶動(dòng)了餐飲業(yè)、零售業(yè)、新興服務(wù)業(yè)等連鎖品牌店的蓬勃發(fā)展。到2010年年底，中國已經(jīng)成為世界上擁有特許經(jīng)營體系最多的國家之一，在這繁榮數(shù)據(jù)的背后呈現(xiàn)的是，本土特許品牌在中國不斷的壯大，同時(shí)海外特許品牌在我國也加速布局，國內(nèi)外特許品牌都在采取各種加盟策略和管理手段以謀求快速發(fā)展。 健身俱樂部作為2008年北京奧運(yùn)會(huì)和2010年上海世博會(huì)成功舉辦后新興崛起的連鎖行業(yè)，引來了一個(gè)黃金發(fā)展期，而中國健身市場相對于美國等健身產(chǎn)業(yè)成熟國家，更具有后續(xù)發(fā)展的潛力，不少國外先進(jìn)健身品牌，進(jìn)入中國市場伊始，就采取了特許加盟的方式，部分本土品牌近幾年來也開始發(fā)展特許加盟以搶奪市場份額，但是隨著健身俱樂部本身硬件的差異化程度越來越小，，健身行業(yè)的服務(wù)水平，包括特許人對加盟商的運(yùn)營管理和技術(shù)支持等服務(wù)，將會(huì)是健身俱樂部經(jīng)營的重中之重。 麗晶大班公司作為一家注冊于上海的澳商法人獨(dú)資企業(yè)，系澳門麗晶集團(tuán)在中國大陸的全資子公司，主營健身俱樂部業(yè)務(wù)。在過去的若干年里，澳門麗晶集團(tuán)在中國大陸市場上不斷調(diào)整其業(yè)務(wù)形態(tài)，從餐飲開始發(fā)展到休閑健身，其店鋪也從完全直營開始發(fā)展到特許加盟，而近年來，麗晶大班公司也就持續(xù)采用特許經(jīng)營的方式在中國大陸開拓市場。特許經(jīng)營具有低成本，規(guī)�；瘮U(kuò)張等顯著的優(yōu)勢，它屬于一種智力型的商業(yè)模式，主要利用注冊商標(biāo)、商號(hào)字號(hào)、專利技術(shù)等知識(shí)產(chǎn)權(quán)授予加盟店的許可使用，并對整個(gè)特許經(jīng)營體系進(jìn)行管理，以獲取營業(yè)利潤的經(jīng)營形式。針對特許經(jīng)營和健身行業(yè)的發(fā)展?fàn)顩r以及未來趨勢，麗晶大班公司對特許人和加盟商的優(yōu)勢和風(fēng)險(xiǎn)進(jìn)行了系統(tǒng)分析，并對加盟商日常管理的措施進(jìn)行了歸納，最后，還將金融、保險(xiǎn)行業(yè)常用的合規(guī)性管理思想引入到了特許經(jīng)營管理中去，全面分析了特許經(jīng)營中可能存在的合規(guī)風(fēng)險(xiǎn)，并提出了具體的合規(guī)性管理的方法和手段，形成了特許經(jīng)營管理體系中的一個(gè)獨(dú)特的視角。 本文的研究成果不僅對于其他的海內(nèi)外特許經(jīng)營企業(yè)的管理具有一定的借鑒，并且對于擬在中國以特許經(jīng)營的方式從事商業(yè)活動(dòng)的企業(yè)同樣擁有重要的參考價(jià)值。
[Abstract]:Since 1980s, China's commercial franchise has been in a period of rapid growth. The rapid development of franchising has driven the rapid development of restaurants, retail, emerging services and other chain of brand stores.By the end of 2010, China had become one of the countries with the largest franchise system in the world. Behind the prosperity data, the local franchising brands are growing in China and the overseas franchising brands are also accelerating the layout in our country.Franchising brands at home and abroad are adopting a variety of franchise strategies and management tools to seek rapid development.Fitness clubs, a newly emerging chain of industries after the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo, have attracted a golden development period, while China's fitness market is relatively mature relative to countries with fitness industries such as the United States.With the potential for further development, many foreign advanced fitness brands have adopted franchising from the very beginning of their entry into the Chinese market. Some local brands have also begun to develop franchising in recent years to grab market share.However, as the degree of hardware differentiation of the fitness club becomes smaller and smaller, the service level of the fitness industry, including franchisees' operation management and technical support, will be the most important part of the health club management.As a wholly-owned Australian business corporation registered in Shanghai, Regent Daban is a wholly-owned subsidiary of Macao Regent Group in mainland China, which specializes in fitness club business.Over the past few years, the Macao Regent Group has constantly adjusted its business form in the mainland China market, from catering to leisure fitness, and its stores have also developed from full direct operation to franchise, and in recent years,Rijingdaban continued to use franchising to develop its market in mainland China.Franchising has the advantages of low cost, large scale expansion and so on. It belongs to an intellectual business model. It mainly uses intellectual property rights, such as registered trademarks, trade names, patent technology, and other intellectual property rights to license the use of franchisees.The whole franchise system is managed to obtain the operating form of operating profit.In view of the development situation and future trend of franchising and fitness industry, Regent Daban Company systematically analyzes the advantages and risks of franchisees and franchisees, and summarizes the measures of daily management of franchisees.The common thought of compliance management in insurance industry is introduced into franchise management, and the possible compliance risks in franchise management are comprehensively analyzed, and the specific methods and means of compliance management are put forward.Form a unique perspective in the franchise management system.The research results of this paper not only have some reference for the management of other franchising enterprises at home and abroad, but also have important reference value for the enterprises that intend to engage in business activities in the way of franchising in China.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F721.7

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