我国特许经营现状及对策.docVIP

摘 要 经济体制与政治体制改革及我国对外开放的实施，使生产行业得到了飞速发展，产品极大丰富，也促使整个商业经营环境发生了变化。特许经营的国际化趋势也越来越显著，各个国家的特许经营企业都纷纷在海外扩展加盟连锁店，这些海外集团已将视角伸入我国，正试图占领更大的市场。中国广阔的市场和巨大的消费潜力使得对中国地区特许权的竞争进入了白热化的状态。面对国外特许经营企业高超的经营管理技巧，成熟的特许经营经验，高效的配送体系，我国分销业如何应对，已成为行业界和学术界关注的焦点。 特许经营是21世纪最主要的商业经营模式。而我国发展特许经营有着巨大的市场潜力和一定的资源基础，选择对该题的研究，不仅具有理论价值，对指导我国特许经营的发展也具有重要的意义。 本文首先阐述了特许经营的涵义、类型以及其优势；其次论述了国外特许经营的发展现状及趋势；分析了我国特许经营的发展现状及存在的问题；进而提出我国发展特许经营应采取的措施。 关键词：特许经营，特许人，受许人，发展现状，措施 Abstract Economic system and political system reform and opening-up in China, make manufacturing industry got rapid development, product greatly enriched and also prompt the business environment changes. The trend of internationalization of franchising is more significant, each country of the franchising enterprises are joining the chain in overseas expansion, these overseas group has been introduced into china, and are trying to occupy larger market. The vast market and great consumption potential of China makes the competition of China franchise into the white-hot state. Facing with overseas enterprises of the franchise excellent management skills, mature experience and efficient distribution system in China, how to deal with the distributive trade has becoming the focus of industry and academia. Franchise is the most main business model of the 21st century. And our development of the franchise has a huge market potential and the resources foundation, on the basis of the research topic selection, not only has the theoretical value, but also has the vital significance to guide our franchise development. This paper expounds the connotation, the type and advantages of the franchise; Then discusses the development situation and trend of overseas franchise; Third, analyses the franchises development present situation and the existence question; Finally puts forward development concessionary measures that should be adopted. keywords: franchise, the franchisor, the franchisee, development situation, measures目录 引言 1 1 特许经营理论概述 2 1.1 特许经营的概念 2 1