特许经营扩张之惑（The temptation of franchising expansion）.doc

特许经营扩张之惑（The temptation of franchising expansion） The expansion may be dead, but not only expansion will die faster insiders phrase point out the franchise expansion of the helpless. Before the ambush, after the pursuers, expansion is the best way to survive. Chinas 2002, destined to be a restless year, the world economy is still wandering in the autumn wind and autumn rain, Chinas economy is thriving in spring, which naturally attracted the eyes of global capital. Especially in the retail sector, as China into a piece of virgin land there is the earliest and largest, is currently the general trend of expansion in the Chinese and foreign giants nirvana. Multinational giants is menacing. As the world retail ranking leader WAL-MART, a stable style into the past, the number of stores Chinese quickly doubled; second Carrefour across the country accounted for not resigned to playing second fiddle, enclosure, even at the exit to the ruling, has not been proud of the Hongkong market, to operate, this old Metro trump; step into the tight, the Yangtze River Delta as a springboard, ready to take the policy of the East onto the west, to seize the market opportunities. Others such as Japans Ito Yokado, trust mart, Auchan, Wankelong has been quietly pitch camp. For a time, the retail market variable repeated. Faced with such a pattern, Chinas retail giants are racing to enclosure, accelerating expansion. Shanghai Lianhua announced 5 years to build 6000 outlets, convenience stores in Guangzhou has a spearhead Huarun heavy attack, blossom everywhere; Wanjia retail China incorporated, won the top three, the great momentum, and foreign giants compete ambition. But the Chinese and foreign armies confront each other without first talking about equipment, that is, in terms of quantity, there is also a big gap. According to statistics, the number of shops on average each Chinese existing chain business enterprises have 17, many enterprises still only three or four, even the largest Lian