在中国开展国际特许经营宏观环境因素分析.pdfVIP

在中国开展国际特许经营的宏观环境因素分析 葛文倩 2005 年5 月 摘 要 由于近年来各国国内市场饱和 竞争加剧 利润下降 亚洲 太平洋地区 贸易自由化得到了发展 地区性贸易组织纷纷建立 新型工业化国家在国际市 场上蓬勃兴起等等 国际特许经营发展迅速 随着中国经济的高速发展与对外 开放步伐的加快 国际上一些知名的特许经营组织也已经通过正式或非正式途 径向中国市场渗透 出现了特许经营企业市场竞争国际化的趋势 本文所要研 究的是外国投资者在中国开展国际特许经营所面临的宏观环境因素 本文在介 绍国际特许经营的定义之后 引入Alon 和McKee 的国际特许经营的标准宏观 环境模型 从经济 人口 距离和政治因素四个方面对中国的宏观环境进行具 体分析 最后根据各国情况不同 提出两种可供选择的特许经营进入模式 中图分类号 F717.6 关键词 国际特许经营 宏观环境因素 进入模式 II Macro Environmental Factors Analysis of International Franchising in China Ge Wenqian May 2005 Abstract The recent growth in international franchising was fueled by both push factors, such as saturation, competition, and diminishing profits in the domestic market, and pull factors, such as the liberalization of the Eastern block countries, and the emergence of some newly industrialized countries in the international market place. With the fast development in China, more and more famous franchising organizations in the world begin to enter Chinese market by formal or informal ways and the competition between the franchising organizations is internationalized. This paper focuses on the macro environmental factors the foreign franchisors confront in China. Following the definition of international franchising, Alon and McKee’s normative macro environmental model of international franchising is introduced . Then this paper analyzes Chinese macro environment from four dimensions: economic, demographic, distance and political factors. At t