譚木匠特許關(guān)系治理案例研究
發(fā)布時(shí)間：2019-05-11 16:12
【摘要】：作為21世紀(jì)最主要的商業(yè)經(jīng)營(yíng)模式之一,特許經(jīng)營(yíng)是繼百貨商店、超級(jí)市場(chǎng)之后的第三次商業(yè)零售革命,是有史以來(lái)最成功的營(yíng)銷理念。自上世紀(jì)80年代以來(lái),隨著國(guó)民經(jīng)濟(jì)和居民生活消費(fèi)水平的不斷提升,在發(fā)達(dá)國(guó)家取得巨大成功的特許經(jīng)營(yíng)模式不僅適應(yīng)了我國(guó)現(xiàn)代消費(fèi)變化的客觀需求,也適應(yīng)了社會(huì)化生產(chǎn)的變化趨勢(shì),已經(jīng)被我國(guó)企業(yè)和廣大創(chuàng)業(yè)者所采納,并逐步滲透到零售、餐飲、教育、服務(wù)等第三產(chǎn)業(yè)領(lǐng)域。但是我國(guó)自有品牌的特許經(jīng)營(yíng)存在突出的關(guān)系管理“老大難”問(wèn)題,特許雙方的合作情況普遍不盡如人意,主要表現(xiàn)為特許關(guān)系復(fù)雜多變,特許人和受許人之間關(guān)系沖突不斷,治理困難。良好的合作關(guān)系是特許經(jīng)營(yíng)中特許人與受許人獲得成功的關(guān)鍵。因此,分析特許經(jīng)營(yíng)中特許雙方的沖突原因和特許關(guān)系的治理改進(jìn)方法具有重要的意義。本文主要采用案例研究方法。首先,從特許方和受許方兩方面對(duì)譚木匠特許經(jīng)營(yíng)的發(fā)展進(jìn)行案例描述,以某地區(qū)譚木匠加盟店的開店歷程為主線,從不同側(cè)面展現(xiàn)了譚木匠的加盟模式、發(fā)展戰(zhàn)略、上市轉(zhuǎn)型等內(nèi)容,通過(guò)加盟店發(fā)展不同階段所面臨的主要問(wèn)題及其發(fā)展,提出了特許經(jīng)營(yíng)中特許方與被許方的關(guān)系問(wèn)題。其次,對(duì)論文研究所涉及的重點(diǎn)特許經(jīng)營(yíng)及其相關(guān)概念、特許關(guān)系中的資源匹配理論和滿意度理論以及特許關(guān)系治理理論與實(shí)踐進(jìn)行評(píng)析。進(jìn)而,對(duì)譚木匠特許關(guān)系現(xiàn)狀及其原因進(jìn)行分析,通過(guò)對(duì)譚木匠特許經(jīng)營(yíng)現(xiàn)狀及問(wèn)題的分析,識(shí)別譚木匠特許關(guān)系中特許方和受許方雙方關(guān)系問(wèn)題的產(chǎn)生根源,并運(yùn)用特許關(guān)系資源互補(bǔ)理論和滿意度理論進(jìn)行分析與探討。最后,在此基礎(chǔ)上,提出譚木匠特許關(guān)系治理的改進(jìn)方案。本文主要研究發(fā)現(xiàn),在特許關(guān)系治理中,首先,譚木匠需要建立健全利益共享機(jī)制。合理的利益共享機(jī)制是避免特許雙方關(guān)系沖突的前提條件。保證雙贏,建立浮動(dòng)分配機(jī)制,保證公平公正。其次,建立經(jīng)營(yíng)標(biāo)準(zhǔn)化與合理授權(quán)的階段性匹配機(jī)制。經(jīng)營(yíng)“標(biāo)準(zhǔn)化”和合理“授權(quán)”的階段性匹配是保證特許雙方關(guān)系和諧的發(fā)展主要措施。加盟初期推行標(biāo)準(zhǔn)化,加盟中后期加強(qiáng)授權(quán)。第三,促進(jìn)營(yíng)銷服務(wù)的升級(jí)。促進(jìn)營(yíng)銷服務(wù)升級(jí)是促進(jìn)特許雙方關(guān)系共同發(fā)展的關(guān)鍵措施,構(gòu)建以總部為主加盟商為輔的全面營(yíng)銷體系。第四,打造網(wǎng)絡(luò)銷售體系。譚木匠必對(duì)當(dāng)前的特許經(jīng)營(yíng)體系做出及時(shí)調(diào)整,積極響應(yīng)互聯(lián)網(wǎng)經(jīng)濟(jì)的浪潮,與加盟商共同升級(jí)。第五,建立健全交流平臺(tái)。建立健全交流平臺(tái)是保證特許雙方關(guān)系良好的日常措施。第六,形成“家庭式”的特許體系文化。形成“家庭式”的特許文化體系是保證特許雙方關(guān)系良好的最根本措施。
[Abstract]:As one of the most important business models in the 21st century, franchising is the third commercial retail revolution after department stores and supermarkets, and is the most successful marketing concept in history. Since the 1980s, with the continuous improvement of the national economy and the living and consumption standards of residents, the franchising model, which has achieved great success in developed countries, has not only adapted to the objective needs of modern consumption changes in our country. It has also adapted to the changing trend of socialized production, has been adopted by Chinese enterprises and entrepreneurs, and gradually penetrated into retail, catering, education, service and other fields of the tertiary industry. However, there is a prominent problem of relationship management "old difficulty" in the franchising of our own brand, and the cooperation between the franchisee and the franchisee is generally not satisfactory, which is mainly manifested in the complexity and variability of the franchising relationship and the continuous conflict between the franchisor and the transferee. Manage the difficulties. Good cooperative relationship is the key to the success of franchisee and grantor in franchising. Therefore, it is of great significance to analyze the causes of conflict between franchisees and the management and improvement methods of franchising relationship. This paper mainly adopts the method of case study. First of all, this paper describes the development of Tan carpenter franchising from two aspects of franchisor and transferee, and takes the opening process of Tan carpenter franchising shop in a certain area as the main line, and shows the joining mode and development strategy of Tan carpenter from different aspects. Through the main problems and their development in different stages of the development of franchises, this paper puts forward the relationship between the franchisee and the transferee in franchising. Secondly, it analyzes the key franchising and its related concepts, the resource matching theory and satisfaction theory, as well as the theory and practice of franchising relationship governance. Based on the analysis of the current situation and problems of Tan carpenter's franchising relationship, the root causes of the relationship between franchisor and grantee in Tan carpenter's franchising relationship are identified. The theory of resource complementarity of concession relationship and the theory of satisfaction are used to analyze and discuss. Finally, on this basis, the improvement scheme of Tan carpenter concession relationship governance is put forward. In this paper, it is found that in the management of concession relationship, first of all, Tan carpenter needs to establish and improve the benefit-sharing mechanism. Reasonable benefit-sharing mechanism is a prerequisite to avoid the conflict between concessionaire and concessionaire. Ensure win-win, establish floating distribution mechanism, ensure fairness and justice. Secondly, establish the stage matching mechanism of management standardization and reasonable authorization. The stage matching of management standardization and reasonable authorization is the main measure to ensure the harmonious relationship between concessionaire and concessionaire. In the early stage of joining, standardization is carried out, and authorization is strengthened in the middle and late stages of joining. Third, promote the upgrading of marketing services. Promoting the upgrading of marketing service is the key measure to promote the common development of the relationship between franchisee and franchisee, and construct a comprehensive marketing system supplemented by headquarters as the main franchisee. Fourth, build a network sales system. Tan carpenter will make timely adjustments to the current franchise system, actively respond to the wave of the Internet economy, and upgrade with franchisees. Fifth, establish and improve the communication platform. The establishment of a sound communication platform is a daily measure to ensure good relations between the charters. Sixth, the formation of "family" licensing system culture. The formation of a family-style franchise culture system is the most fundamental measure to ensure the good relationship between the charterers.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F272.3;F721
本文編號(hào)：2474649
[Abstract]:As one of the most important business models in the 21st century, franchising is the third commercial retail revolution after department stores and supermarkets, and is the most successful marketing concept in history. Since the 1980s, with the continuous improvement of the national economy and the living and consumption standards of residents, the franchising model, which has achieved great success in developed countries, has not only adapted to the objective needs of modern consumption changes in our country. It has also adapted to the changing trend of socialized production, has been adopted by Chinese enterprises and entrepreneurs, and gradually penetrated into retail, catering, education, service and other fields of the tertiary industry. However, there is a prominent problem of relationship management "old difficulty" in the franchising of our own brand, and the cooperation between the franchisee and the franchisee is generally not satisfactory, which is mainly manifested in the complexity and variability of the franchising relationship and the continuous conflict between the franchisor and the transferee. Manage the difficulties. Good cooperative relationship is the key to the success of franchisee and grantor in franchising. Therefore, it is of great significance to analyze the causes of conflict between franchisees and the management and improvement methods of franchising relationship. This paper mainly adopts the method of case study. First of all, this paper describes the development of Tan carpenter franchising from two aspects of franchisor and transferee, and takes the opening process of Tan carpenter franchising shop in a certain area as the main line, and shows the joining mode and development strategy of Tan carpenter from different aspects. Through the main problems and their development in different stages of the development of franchises, this paper puts forward the relationship between the franchisee and the transferee in franchising. Secondly, it analyzes the key franchising and its related concepts, the resource matching theory and satisfaction theory, as well as the theory and practice of franchising relationship governance. Based on the analysis of the current situation and problems of Tan carpenter's franchising relationship, the root causes of the relationship between franchisor and grantee in Tan carpenter's franchising relationship are identified. The theory of resource complementarity of concession relationship and the theory of satisfaction are used to analyze and discuss. Finally, on this basis, the improvement scheme of Tan carpenter concession relationship governance is put forward. In this paper, it is found that in the management of concession relationship, first of all, Tan carpenter needs to establish and improve the benefit-sharing mechanism. Reasonable benefit-sharing mechanism is a prerequisite to avoid the conflict between concessionaire and concessionaire. Ensure win-win, establish floating distribution mechanism, ensure fairness and justice. Secondly, establish the stage matching mechanism of management standardization and reasonable authorization. The stage matching of management standardization and reasonable authorization is the main measure to ensure the harmonious relationship between concessionaire and concessionaire. In the early stage of joining, standardization is carried out, and authorization is strengthened in the middle and late stages of joining. Third, promote the upgrading of marketing services. Promoting the upgrading of marketing service is the key measure to promote the common development of the relationship between franchisee and franchisee, and construct a comprehensive marketing system supplemented by headquarters as the main franchisee. Fourth, build a network sales system. Tan carpenter will make timely adjustments to the current franchise system, actively respond to the wave of the Internet economy, and upgrade with franchisees. Fifth, establish and improve the communication platform. The establishment of a sound communication platform is a daily measure to ensure good relations between the charters. Sixth, the formation of "family" licensing system culture. The formation of a family-style franchise culture system is the most fundamental measure to ensure the good relationship between the charterers.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F272.3;F721
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 楊金勇;;“連鎖經(jīng)營(yíng)、電子商務(wù)、移動(dòng)互聯(lián)”三位一體的O2O模式研究[J];武漢工程職業(yè)技術(shù)學(xué)院學(xué)報(bào);2013年02期
2 馮俊;孟祥敏;;連鎖公司的特許關(guān)系管理研究[J];中國(guó)商貿(mào);2012年12期
3 江積海;周長(zhǎng)輝;;譚木匠:我善治木[J];管理案例研究與評(píng)論;2011年01期
4 肖小文;;特許經(jīng)營(yíng)中和諧與互利的伙伴關(guān)系[J];現(xiàn)代商業(yè);2010年35期
5 黃成明;;特許經(jīng)營(yíng)中雙重分布現(xiàn)象的理論分析[J];當(dāng)代經(jīng)濟(jì);2010年08期
6 李靜;;電子商務(wù)與連鎖經(jīng)營(yíng)結(jié)合途徑的探討[J];商場(chǎng)現(xiàn)代化;2009年12期
7 陳明;余來(lái)文;黃朝鋒;;譚木匠公司的成功奧秘:藍(lán)海戰(zhàn)略[J];管理案例研究與評(píng)論;2008年04期
8 楊波;馮悅旋;;淺析特許經(jīng)營(yíng)中的雙贏模式及利益分歧[J];商場(chǎng)現(xiàn)代化;2007年25期
9 劉可夫;;中國(guó)特許經(jīng)營(yíng)發(fā)展現(xiàn)狀、優(yōu)勢(shì)與運(yùn)作管理模式研究[J];商場(chǎng)現(xiàn)代化;2007年10期
10 王煜;特許經(jīng)營(yíng)在我國(guó)發(fā)展的現(xiàn)狀、問(wèn)題與前景[J];太原師范學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2004年03期
相關(guān)碩士學(xué)位論文 前3條
1 牟歡;我國(guó)服裝企業(yè)特許經(jīng)營(yíng)博弈研究[D];吉林大學(xué);2014年
2 張愛蓮;特許經(jīng)營(yíng)的經(jīng)濟(jì)學(xué)分析[D];山東大學(xué);2007年
3 彭瓊;中國(guó)特許經(jīng)營(yíng)沖突化解策略研究[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2001年
，本文編號(hào)：2474649
本文鏈接：http://sikaile.net/jingjilunwen/guojimaoyilunwen/2474649.html
最近更新
教材專著
