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论文编号:GM095 论文字数:10776,页数:17
摘 要
特许经营是当今世界上最为流行的企业扩张和个人创业途径之一，最近些年在中国以特许经营管理模式的企业也在不断地增加。
餐饮业是特许经营的传统主力军。本文将视线聚集于餐饮业这个国内最有潜力利用特许经营加速发展的行业，结合老北京火锅这个具体的餐饮连锁企业的实际情况，提出适合餐饮特许经营行业和老北京火锅发展的特许经营模式及实施控制措施。
论文共分四个部分。第一、第二部分介绍老北京火锅的基本情况，现有的特许经营模式，并深入分析了目前特许经营模式中存在的问题。第三部分，概述特许经营理论及内涵，结合正反案例，提出餐饮企业特许经营的发展策略。第四部分是本文的重点，结合公司自身情况、营销环境及市场现状，提出改进的特许经营模式。
【关键词】特许经营 经营模式 餐饮业 特许人
Abstract
Franchising is one of the world’s most popular ways to establish a business and expand business. Not only the trend has become more obvious in developed countries such as the United States but also franchising management models in China are constantly increasing.
The catering industry is the traditional main force of the franchising. This dissertation tries to focus on the domestic catering industries that have the most potential to take advantage of franchising industry to accelerate development. And that will be a strong guiding role to the franchising development of LaoBeijing Restaurant Limited.
This dissertation is made of four parts. The first part and the second part introduce basic information of LaoBeijing Restaurant Limited, the existing franchising models and analyze deeply the problems of the present franchising models. The third part recalls the history of the franchising development, outlines the theory and the essence of the franchising, and proposes developing strategies of the catering enterprises in combination with positive and negative cases. The fourth part is the focus of this dissertation, which put forward improved franchising model combined with the situation of the company, marketing environment and market conditions.
【Key Words】Franchise; Operation Model; Catering Industry; Franchiser
目 录
1前言 ...................................................2
2老北京火锅特许连锁经营企业的现状及问题 .................2
2.1企业现状简介 .........................................2
2.2存在的问题 ...........................................2
3中外特许经营企业经典案例分析 ...........................4
4老北京火锅特许经营模式的对策分析 .......................8
4.1加强品牌管理，提升老北京火锅融牌价值 .................8
4.2建立标准化的操作模式和特许加盟体系管理制度 ...........9
4.3选择合格的受许人 .....................................10
4.4签定完善的特许经营合同 ...............................11
4.5构建高效的物流配送体系 ...............................12
4.6制定合理的人力资源开发与管理制度 .....................13
参考文献 ................................................15
致 谢 .................................................16
