我国幼儿早期教育市场特许经营模式的研究

发布时间：2018-03-25 07:16

本文选题：幼儿　切入点：早期教育　出处：《北京交通大学》2007年硕士论文

【摘要】： 特许经营是一种现代的营销手段和管理技术，，是连锁经营的一种形式。它1876年起源于美国，随后在世界范围内得以迅速发展。其被认为是“二十一世纪最主要的商业经营模式”。作为一种有别于传统商业模式的全新的商业模式，它显示出强大而独特的优势。我国幼儿早期教育特许经营始于上世纪九十年代末。本文根据特许经营和幼儿教育的相关理论，从特许经营的本质特点来归纳在中国开展早期教育特许经营所遇到的现实问题，并试图从特许方和受许方两个方面给出具体的解决措施。这是该文的实际选题意义所在。本论文试图通过研究特许经营的运行规律以及一般要素，探索总结我国幼儿早期教育特许经营模式的相关问题与实务解决方案。通过对小太阳、红黄蓝、东方爱婴、四海儿童导读中心等幼儿早期教育品牌许经营模式的实证研究，对我国幼儿教育品牌经营现状进行分析，从而对投资运营和持续发展早期教育特许经营具有一般参考价值。文章通过对当前我国早期教育特许经营几种类型的比较分析，从论文研发、产品构成、渠道建设、风险规避等几个方面展开了深入的研究。最后，作者力图以例证准确阐述本文论点。所有这些都有赖于是否能够准确地理解特许经营的理念，通过系统研究特许经营的本质特点、发展历程、现状和存在的问题，为在中国更好地发展幼儿早期教育特许经营提供参考意见。
[Abstract]:Franchise is a kind of modern marketing and management technology and a form of chain operation. It originated in the United States in 1876. Then it developed rapidly around the world. It was regarded as "the most important business model of the 21 century." as a completely new business model different from the traditional business model, It shows a strong and unique advantage. China's early childhood education franchise began in the late 1990s. According to the relevant theories of franchising and early childhood education, Based on the essential characteristics of franchising, this paper summarizes the practical problems encountered in the development of early education franchising in China, and tries to put forward concrete solutions from two aspects: franchisor and Xu Fang, which is the significance of the practical topic selection in this paper. This paper attempts to summarize the relevant problems and practical solutions of early childhood education franchising mode by studying the operating rules and general elements of franchising in early childhood education in China. Through the research on small sun, red, yellow and blue, oriental baby-loving, and so on, The empirical study on the management mode of early childhood education brand, such as the four Seas Children's Guide Center, analyzes the current situation of the brand management of early childhood education in China. Therefore, it has general reference value for investment operation and sustainable development of early education franchising. Through the comparative analysis of several types of early education franchising in China, this paper discusses the research and development of papers, product composition and channel construction. At last, the author tries to expound the thesis with examples. All this depends on whether the concept of franchise can be accurately understood, and through the systematic study of the essential characteristics, development history, current situation and existing problems of franchising. To provide reference for the better development of early childhood education franchise in China.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G619.2

【共引文献】