丽晶大班公司特许经营管理体系的研究

发布时间：2018-04-09 02:40

本文选题：特许经营　切入点：加盟商　出处：《上海外国语大学》2013年硕士论文

【摘要】：中国商业特许经营自上世纪80年代以来，一直处于快速成长期，特许经营业态的快速发展带动了餐饮业、零售业、新兴服务业等连锁品牌店的蓬勃发展。到2010年年底，中国已经成为世界上拥有特许经营体系最多的国家之一，在这繁荣数据的背后呈现的是，本土特许品牌在中国不断的壮大，同时海外特许品牌在我国也加速布局，国内外特许品牌都在采取各种加盟策略和管理手段以谋求快速发展。健身俱乐部作为2008年北京奥运会和2010年上海世博会成功举办后新兴崛起的连锁行业，引来了一个黄金发展期，而中国健身市场相对于美国等健身产业成熟国家，更具有后续发展的潜力，不少国外先进健身品牌，进入中国市场伊始，就采取了特许加盟的方式，部分本土品牌近几年来也开始发展特许加盟以抢夺市场份额，但是随着健身俱乐部本身硬件的差异化程度越来越小，，健身行业的服务水平，包括特许人对加盟商的运营管理和技术支持等服务，将会是健身俱乐部经营的重中之重。丽晶大班公司作为一家注册于上海的澳商法人独资企业，系澳门丽晶集团在中国大陆的全资子公司，主营健身俱乐部业务。在过去的若干年里，澳门丽晶集团在中国大陆市场上不断调整其业务形态，从餐饮开始发展到休闲健身，其店铺也从完全直营开始发展到特许加盟，而近年来，丽晶大班公司也就持续采用特许经营的方式在中国大陆开拓市场。特许经营具有低成本，规模化扩张等显著的优势，它属于一种智力型的商业模式，主要利用注册商标、商号字号、专利技术等知识产权授予加盟店的许可使用，并对整个特许经营体系进行管理，以获取营业利润的经营形式。针对特许经营和健身行业的发展状况以及未来趋势，丽晶大班公司对特许人和加盟商的优势和风险进行了系统分析，并对加盟商日常管理的措施进行了归纳，最后，还将金融、保险行业常用的合规性管理思想引入到了特许经营管理中去，全面分析了特许经营中可能存在的合规风险，并提出了具体的合规性管理的方法和手段，形成了特许经营管理体系中的一个独特的视角。本文的研究成果不仅对于其他的海内外特许经营企业的管理具有一定的借鉴，并且对于拟在中国以特许经营的方式从事商业活动的企业同样拥有重要的参考价值。
[Abstract]:Since 1980s, China's commercial franchise has been in a period of rapid growth. The rapid development of franchising has driven the rapid development of restaurants, retail, emerging services and other chain of brand stores.By the end of 2010, China had become one of the countries with the largest franchise system in the world. Behind the prosperity data, the local franchising brands are growing in China and the overseas franchising brands are also accelerating the layout in our country.Franchising brands at home and abroad are adopting a variety of franchise strategies and management tools to seek rapid development.Fitness clubs, a newly emerging chain of industries after the 2008 Beijing Olympic Games and the 2010 Shanghai World Expo, have attracted a golden development period, while China's fitness market is relatively mature relative to countries with fitness industries such as the United States.With the potential for further development, many foreign advanced fitness brands have adopted franchising from the very beginning of their entry into the Chinese market. Some local brands have also begun to develop franchising in recent years to grab market share.However, as the degree of hardware differentiation of the fitness club becomes smaller and smaller, the service level of the fitness industry, including franchisees' operation management and technical support, will be the most important part of the health club management.As a wholly-owned Australian business corporation registered in Shanghai, Regent Daban is a wholly-owned subsidiary of Macao Regent Group in mainland China, which specializes in fitness club business.Over the past few years, the Macao Regent Group has constantly adjusted its business form in the mainland China market, from catering to leisure fitness, and its stores have also developed from full direct operation to franchise, and in recent years,Rijingdaban continued to use franchising to develop its market in mainland China.Franchising has the advantages of low cost, large scale expansion and so on. It belongs to an intellectual business model. It mainly uses intellectual property rights, such as registered trademarks, trade names, patent technology, and other intellectual property rights to license the use of franchisees.The whole franchise system is managed to obtain the operating form of operating profit.In view of the development situation and future trend of franchising and fitness industry, Regent Daban Company systematically analyzes the advantages and risks of franchisees and franchisees, and summarizes the measures of daily management of franchisees.The common thought of compliance management in insurance industry is introduced into franchise management, and the possible compliance risks in franchise management are comprehensively analyzed, and the specific methods and means of compliance management are put forward.Form a unique perspective in the franchise management system.The research results of this paper not only have some reference for the management of other franchising enterprises at home and abroad, but also have important reference value for the enterprises that intend to engage in business activities in the way of franchising in China.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F721.7

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