Abstract 际贸易方向毕业论文模板 ---摘要.docVIP

Abstract Franchise, as a newly emerged mode of management, is undergoing rapid development while China is opening wider to the outside world. And to the Chinese house-furnishing industry, competition has been more intensified than ever before with more and more foreign capitals flow in. As IKEA, the world’s largest furniture retailer from Sweden entered into China in 1998 and managed to open its fifth outlet on the Chinese mainland in 2006, franchise has become the major expansion way for IKEA to win China’s market. This paper has first of all made a theoretical explanation of the definition and characteristics of franchise management. It takes an analytic stance to pinpoints the advantages and risks for taking franchise as a business model. To illustrate, this paper has taken IKEA as a case study and explored the essential factors that lead the franchising IKEA to success. It revealed that aspects such as marketing strategies, prices system, promotion methods, logistics channels, together with company culture are the chief secrets that count for IKEA’s sweeping achievement globally. Given the domestic house-furnishing industry are grave to be internationalized, this study proposed that Chinese house-furnishing enterprises should manage to get more enlightenments form IKEA’s implication. Key words: franchise, house-furnishing industry, lower cost, IKEA’s marketing strategies 摘 要 特许经营作为一种新兴的经营方式，正随着中国日渐开放的国门迅速发展。 而入世5年来，由于外资不断涌入，中国家装业市场竞争越发激烈。而自全球家居巨头--瑞典宜家家居1998年进入中国来，2006年已在中国开设第五家分店。特许经营已经成为宜家赢取中国市场最主要的发展方式。本文从理论上解释了特许经营的定义及特点，分析了特许经营的优势及同时存在的风险，并以宜家的成功作为研究案例，探讨了宜家家居通过特许经营通向成功的必备因素，并指出营销策略，价格体系，促销手法，物流渠道，企业文化等是使得宜家的风靡全球的秘密。最后本文指出，本土家装业要想国际化，则应努力学习宜家的战略手法。 关键词：特许经营，家装业，更低的成本，宜家的营销策略 Acknowledgements Thanks go to the Foreign Languages School of the East China Jiaotong University for accepting my proposal and the further paper in a courageous way. I would like to acknowledge my indebtedness to my academic supervisor Professor Ji Rong