特许经营实战指南
| 作者 |
| 文志宏 |
| 丛书名 |
| 出版社 |
| 电子工业出版社 |
| ISBN |
| 9787121397868 |
| 简要 |
| 简介 |
| 内容简介书籍经济管理学书籍 本书定位为特许经营的实战指南，是在作者从事特许经营20多年实战、研究的基础上，从企业开展特许经营的实际出发，建立清晰的方法论和逻辑框架，理论结合实际，辅以必要的基础知识，并提供大量实操方法和案例，旨在为已开展特许经营或准备开展特许经营的企业提供有效的指引。在本书写作过程中，作者非常注重特许经营基本原理和方法论在实践中的具体应用。总体来说，本书具有专业性、系统性、实务性、时效性四个突出的特点。 |
| 目录 |
| 第1 章 特许经营基础知识··································································································1 1.1 特许经营的概念和分类···························································································3 1.1.1 特许经营的定义································································································3 1.1.2 特许经营的本质································································································5 1.1.3 特许经营的分类································································································7 1.2 特许经营模式辨析···································································································8 1.2.1 特许经营与其他连锁模式···················································································9 1.2.2 特许经营与其他分销模式·················································································11 1.2.3 特许经营与其他授权模式·················································································12 1.3 特许经营的优势与劣势·························································································13 1.3.1 特许经营的优势······························································································13 1.3.2 特许经营的劣势······························································································15 1.4 特许经营的发展状况·····························································································16 1.4.1 特许经营起源及其在全球的发展·······································································16 1.4.2 特许经营在我国的发展前景·············································································17 第2 章 特许经营企业战略规划·························································································21 2.1 特许经营可行性分析·····························································································22 2.1.1 特许经营可行性分析的意义·············································································22 2.1.2 特许经营可行性分析的内容·············································································23 2.1.3 特许经营可行性分析的常用方法·······································································27 2.1.4 特许经营可行性分析报告的撰写·······································································32 2.2 特许经营战略规划·································································································35 2.2.1 特许经营战略规划概述····················································································36 2.2.2 特许经营战略目标规划····················································································36 2.2.3 特许经营发展市场选择····················································································38 2.2.4 特许经营授权模式选择····················································································39 2.2.5 特许经营战略支撑体系····················································································40 第3 章 特许经营总部组织建设·························································································43 3.1 特许经营体系结构与总部定位··············································································45 3.1.1 特许经营体系的整体结构·················································································45 3.1.2 特许经营总部的角色定位·················································································46 3.1.3 特许经营总部的支持职能·················································································47 3.2 特许经营组织结构设计·························································································49 3.2.1 特许经营企业的特点与组织结构设计原则·························································49 3.2.2 特许经营总部组织结构设计·············································································50 3.2.3 特许经营总部的部门职能·················································································52 3.3 特许经营总部流程与制度建设··············································································54 3.3.1 特许经营总部流程与制度建设概述···································································54 3.3.2 特许经营总部流程设计····················································································54 3.3.3 特许经营总部制度建设····················································································56 第4 章 特许经营单店模式设计·························································································60 4.1 单店的概念与类型·································································································62 4.1.1 单店的概念和意义···························································································62 4.1.2 单店的类型及特点···························································································64 4.1.3 单店与业态·····································································································65 4.2 单店模式设计的原则与思路··················································································68 4.2.1 单店模式设计的原则·······················································································68 4.2.2 单店模式设计的思路·······················································································70 4.3 单店盈利模式提炼与设计·····················································································70 4.3.1 顾客定位········································································································70 4.3.2 选址模型········································································································73 4.3.3 商品组合········································································································76 4.3.4 营销策略········································································································77 4.3.5 财务测算········································································································79 4.4 单店运营模式与形象识别系统设计······································································81 4.4.1 单店组织结构与岗位设计·················································································81 4.4.2 单店运营流程化和标准化设计··········································································83 4.4.3 单店形象识别系统设计····················································································89 4.5 特许经营操作手册的作用、意义和编制······························································91 4.5.1 特许经营操作手册的作用和意义·······································································91 4.5.2 特许经营操作手册的编制·················································································92 第5 章 特许经营加盟模式设计·························································································97 5.1 特许经营加盟模式概述·························································································99 5.1.1 特许经营加盟模式的概念与意义·······································································99 5.1.2 特许经营加盟模式的设计原则········································································100 5.2 特许经营权的设计·······························································································101 5.2.1 特许经营权的概念与构成···············································································101 5.2.2 特许经营基础性权益设计···············································································102 5.2.3 特许经营约束性权益设计···············································································104 5.3 特许经营授权模式选择·······················································································105 5.3.1 单店特许授权模式·························································································105 5.3.2 区域特许授权模式·························································································108 5.3.3 其他类型的授权模式····················································································.111 5.3.4 特许经营授权模式选择需要考虑的因素···························································113 5.4 特许经营费用设计·······························································································115 5.4.1 加盟费·········································································································115 5.4.2 特许权使用费·······························································································116 5.4.3 广告基金、保证金及其他费用········································································117 第6 章 特许经营推广与招商··························································································122 6.1 加盟商模型···········································································································124 6.1.1 加盟商模型的概念与意义···············································································124 6.1.2 影响加盟商模型的主要因素···········································································125 6.1.3 加盟商模型的基本要素··················································································125 6.2 特许经营推广渠道与策略···················································································126 6.2.1 特许经营店面推广策略··················································································126 6.2.2 特许经营展会推广策略··················································································128 6.2.3 特许经营传统媒体推广策略···········································································130 6.2.4 特许经营网络新媒体推广策略········································································132 6.3 特许经营推广与招商的流程和关键环节····························································134 6.3.2 加盟商甄选与评估·························································································136 6.3.3 加盟店选址调查评估·····················································································140 第7 章 特许经营培训与训练··························································································148 7.1 特许经营培训概述·······························································································149 7.1.1 特许经营培训系统的重要性···········································································149 7.1.2 特许经营培训组织建设··················································································151 7.1.3 特许经营培训形式·························································································153 7.2 特许经营培训课程体系规划与设计····································································156 7.2.1 特许经营培训的对象、内容···········································································156 7.2.2 总部对加盟店的培训分类···············································································156 7.2.3 特许经营培训课程体系规划···········································································157 7.3 特许经营培训师师资开发与管理········································································159 7.3.1 培训师的开发选择·························································································159 7.3.2 培训师的培训与考核评估···············································································160 第8 章 特许经营运营与督导··························································································164 8.1 特许经营运营与督导管理···················································································166 8.1.1 特许经营运营与督导管理概述········································································166 8.1.2 特许经营运营与督导管理组织建设·································································168 8.1.3 特许经营运营与督导管理常用方法·································································170 8.2 特许经营关系管理·······························································································173 8.2.1 特许经营关系管理概述··················································································173 8.2.2 影响特许经营关系的常见问题········································································175 8.2.3 特许经营关系管理的方法···············································································178 8.3 特许经营体系持续改进与创新············································································180 8.3.1 特许经营体系持续改进与创新的必要性···························································180 8.3.2 特许经营体系持续改进与创新的理念和方法····················································181 第9 章 特许经营合同与法律实务···················································································186 9.1 特许经营法律概述·······························································································188 9.1.1 法律运用对特许经营的重要性········································································188 9.1.2 特许经营涉及的主要法律法规········································································189 9.1.3 《商业特许经营管理条例》要点解析································································190 9.2 特许经营中的知识产权保护················································································192 9.2.1 商标权·········································································································192 9.2.2 商号权·········································································································195 9.2.3 专利权·········································································································196 9.2.4 著作权·········································································································197 9.2.5 商业秘密······································································································198 9.3 特许经营合同·······································································································198 9.3.1 特许经营合同的特征与分类···········································································198 9.3.2 订立特许经营合同的基本原则········································································200 9.3.3 特许经营合同主要条款设计···········································································200 9.4 特许经营信息披露·······························································································202 9.4.1 特许经营信息披露的意义···············································································202 9.4.2 特许经营信息披露的内容···············································································203 9.4.3 特许经营信息披露的注意事项········································································205 附录·····································································································································209 附录A 特许经营合同范本·························································································209 附录B 商业特许经营管理条例·················································································219 附录C 商业特许经营备案管理办法·········································································223 附录D 商业特许经营信息披露管理办法·································································226 |
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