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Franchising的优势分析：以McDonalds的CASE STUDY加以说明随着世界经济的增长，商业机会的不断扩大。特许经营的概念在全球范围内越来越受欢迎。几十年来,特许经营是分布在特定的某一洲或国家，但现在特许经营为了获得更多的人气在全球范围内扩张并出现了跨国现象。现在大量小型,中型和大型公司都使用这种策略来扩大经营和业务，并且获取了新的市场和大大的提升了收入。在这项研究中,我们的目标是评估和讨论特许经营战略是否有助于企业获得新业务市场和提高市场份额和盈利能力，这也是特许经营的终极目标。 WHAT IS FRANCHISING?--特许经营是什么? 特许经营是一个专业术语,可以适用于任何地区的经济体系。特许经营包括产品和服务的制造、供应生产、加工、分销和出售商品并提供服务,这些服务的营销,分销和销售。 Definition of Franchising:--特许经营的定义: 国际特许经营协会(IFA)对于特许经营的定义是“持续的关系,特许人提供许可特权做生意,加上援助组织、培训、销售和管理等方式,处于对于特许人的考虑”。 As the world economies are expanding and business opportunities growing so as is the concept of Franchising gaining popularity across the globe. Few decades back, franchising was spread over a certain state or country only but now franchising is gaining more popularity and is expanding globally and across the borders. Now a large number of small, medium and large companies are using this strategy to expand their operations and business to capture new markets and generate revenues obviously. In this study we aim to evaluate and discuss the weather franchising strategy is helpful to companies to acquire new business markets and enhance their market share and profitability; the ultimate goals of franchising. 什么是特许经营——WHAT IS FRANCHISING? Franchising is a term which can be applied to just about any area of economic endeavor. Franchising encompasses products and services from the manufacture, supply for manufacture, processing, distribution and sale of goods, to the rendering of services, the marketing of those services, their distribution and sale. Definition of Franchising: The International Franchise Association (IFA) defines franchising as a “continuing relationship in which the franchisor provides licensed privilege to do business, plus assistance in organizing, training, merchandising and management in return for a consideration from the franchisee”. Franchising may be also defined as a business arrangement which allows for the reputation, (goodwill) innovation, technical know-how and expertise of the innovator (franchisor) to be combined with the energy, industry and investment of another party (franchisee) to conduct the business of providing and selling of goods and services. The fact that, as a method of doing business, franchise arrangements have grown so rapidly in the last 10 or 20 years (worldwide) is due simply to the fact that franchises are an effective way of combining the strengths, skills and needs of both the franchisor and the franchisee. To be truly successful, the one is reliant on the other. In most instances, franchising combines the know-how of the franchisor with the where-with all of the franchisee and, in the more successful franchising systems, the energy of both. Background Franchising is a system of business that has grown steadily in the last 50 years and is estimated to account for more than onethird of the world’s retail sales. There are few of us how who are not touched by the results of franchising. Franchises range from the ubiquitous McDonalds® to lawn mowing services such as Mr. Green®, valet services, medical and dental services, to book keeping services and even to services helping us to prepare our tax forms. Franchising is not restricted just to fast food outlets and gardening contractors. There are now franchises for mentoring managers and sportspeople and franchises for internet shopping. Who knows what the future will bring? The only thing that we can be sure of, is that if there is a need in the market place, it is more than likely going to be filled by an innovative and creative business which is seeking to capitalize on its market lead and Intellectual Property advantage through some form of franchising scheme. Types of Franchises: There are basically two (2) types of franchises. 1. Product Distribution Franchises 2. Business Format Franchises Product Distribution Franchises Under this type of franchise arrangement the franchisee simply sells the franchisor’s products; there is basically a supplierdealer/retailer relationship. The franchisor has permitted the franchisee to use, under license, his logo and trademarks. There is no management support or system for running the business. Business Format Franchises On the other hand, the Business Format franchisee not only uses the franchisor’s product, logo and trademarks, but is also provided with a complete system of conducting the business itself. This system will include total management guidance, such as marketing plans and full operational manuals. This is the most common type of franchise in the USA, Canada and the UK. Business format franchising is what franchising is all about today and is essentially why franchising is the most successful method of distributing goods and services in the economic history of the planet Earth. Franchise Arrangement The franchise arrangement is an arrangement whereby the franchisor permits – licenses the franchisee, in exchange for a fee, to exploit the system developed by the franchisor. The franchised system is generally a package including the intellectual property rights – such as the rights to use the Trade Mark, trade names, logos, and “get-up” associated with the business; any inventions such as patents or designs, tradesecrets,how of the business and any relevant brochures, advertising or copyrighted works relating to the manufacture, sale of goods or the provision of services to customers. The Intellectual Property is unique to the business and provides the business with it’s competitive advantage and market niche. |
