|
關(guān)于我們
 書單推薦 新書推薦 |
特許經(jīng)營(yíng)實(shí)戰(zhàn)指南 
定 價(jià)：65 元
9 7 3 8 9 7 7 1 8 2 6 1 8 讀者對(duì)象:工商管理本科、高職高專經(jīng)濟(jì)管理等相關(guān)專業(yè)學(xué)生，以及從事特許經(jīng)營(yíng)管理的人員和研究人員 
本書定位為特許經(jīng)營(yíng)的實(shí)戰(zhàn)指南，是在作者從事特許經(jīng)營(yíng)20多年實(shí)戰(zhàn)、研究的基礎(chǔ)上，從企業(yè)開展特許經(jīng)營(yíng)的實(shí)際出發(fā)，建立清晰的方法論和邏輯框架，理論結(jié)合實(shí)際，輔以必要的基礎(chǔ)知識(shí)，并提供大量實(shí)操方法和案例，旨在為已開展特許經(jīng)營(yíng)或準(zhǔn)備開展特許經(jīng)營(yíng)的企業(yè)提供有效的指引。在本書寫作過程中，作者非常注重特許經(jīng)營(yíng)基本原理和方法論在實(shí)踐中的具體應(yīng)用�？傮w來說，本書具有專業(yè)性、系統(tǒng)性、實(shí)務(wù)性、時(shí)效性四個(gè)突出的特點(diǎn)。
文志宏連鎖經(jīng)營(yíng)與特許經(jīng)營(yíng)實(shí)戰(zhàn)型咨詢專家在連鎖經(jīng)營(yíng)與特許經(jīng)營(yíng)企業(yè)的戰(zhàn)略模式、股權(quán)合伙、組織運(yùn)營(yíng)及企業(yè)大學(xué)等核心模塊的規(guī)劃設(shè)計(jì)上有豐富的實(shí)戰(zhàn)咨詢經(jīng)驗(yàn)。自1997年始專注于連鎖與特許經(jīng)營(yíng)的實(shí)踐，曾作為聯(lián)合創(chuàng)始人參與創(chuàng)建多個(gè)連鎖品牌并擔(dān)任連鎖公司執(zhí)行總經(jīng)理、總經(jīng)理等職。2007年加入和君咨詢并擔(dān)任和君咨詢合伙人兼連鎖研究咨詢中心負(fù)責(zé)人。2017年創(chuàng)立和弘咨詢，專注于連鎖與特許經(jīng)營(yíng)企業(yè)咨詢服務(wù)，咨詢或培訓(xùn)過的連鎖或特許經(jīng)營(yíng)企業(yè)上千家。擔(dān)任中國(guó)連鎖經(jīng)營(yíng)協(xié)會(huì)、中國(guó)商業(yè)聯(lián)合會(huì)、中國(guó)合作貿(mào)易企業(yè)協(xié)會(huì)等行業(yè)組織的專家顧問，也是清華大學(xué)、北京師范大學(xué)、中國(guó)會(huì)計(jì)學(xué)院、中國(guó)藥科大學(xué)等EMBA班、總裁班、校長(zhǎng)班的特聘導(dǎo)師、全國(guó)大專院校連鎖經(jīng)營(yíng)專業(yè)系列教材編委會(huì)副主任。?出版著作有《特許經(jīng)營(yíng)實(shí)務(wù)》等，發(fā)表專業(yè)文章數(shù)十篇，專業(yè)媒體采訪報(bào)道數(shù)百篇次。
第1 章 特許經(jīng)營(yíng)基礎(chǔ)知識(shí)··································································································1
1.1 特許經(jīng)營(yíng)的概念和分類···························································································3 1.1.1 特許經(jīng)營(yíng)的定義································································································3 1.1.2 特許經(jīng)營(yíng)的本質(zhì)································································································5 1.1.3 特許經(jīng)營(yíng)的分類································································································7 1.2 特許經(jīng)營(yíng)模式辨析···································································································8 1.2.1 特許經(jīng)營(yíng)與其他連鎖模式···················································································9 1.2.2 特許經(jīng)營(yíng)與其他分銷模式·················································································11 1.2.3 特許經(jīng)營(yíng)與其他授權(quán)模式·················································································12 1.3 特許經(jīng)營(yíng)的優(yōu)勢(shì)與劣勢(shì)·························································································13 1.3.1 特許經(jīng)營(yíng)的優(yōu)勢(shì)······························································································13 1.3.2 特許經(jīng)營(yíng)的劣勢(shì)······························································································15 1.4 特許經(jīng)營(yíng)的發(fā)展?fàn)顩r·····························································································16 1.4.1 特許經(jīng)營(yíng)起源及其在全球的發(fā)展·······································································16 1.4.2 特許經(jīng)營(yíng)在我國(guó)的發(fā)展前景·············································································17 第2 章 特許經(jīng)營(yíng)企業(yè)戰(zhàn)略規(guī)劃·························································································21 2.1 特許經(jīng)營(yíng)可行性分析·····························································································22 2.1.1 特許經(jīng)營(yíng)可行性分析的意義·············································································22 2.1.2 特許經(jīng)營(yíng)可行性分析的內(nèi)容·············································································23 2.1.3 特許經(jīng)營(yíng)可行性分析的常用方法·······································································27 2.1.4 特許經(jīng)營(yíng)可行性分析報(bào)告的撰寫·······································································32 2.2 特許經(jīng)營(yíng)戰(zhàn)略規(guī)劃·································································································35 2.2.1 特許經(jīng)營(yíng)戰(zhàn)略規(guī)劃概述····················································································36 2.2.2 特許經(jīng)營(yíng)戰(zhàn)略目標(biāo)規(guī)劃····················································································36 2.2.3 特許經(jīng)營(yíng)發(fā)展市場(chǎng)選擇····················································································38 2.2.4 特許經(jīng)營(yíng)授權(quán)模式選擇····················································································39 2.2.5 特許經(jīng)營(yíng)戰(zhàn)略支撐體系····················································································40 第3 章 特許經(jīng)營(yíng)總部組織建設(shè)·························································································43 3.1 特許經(jīng)營(yíng)體系結(jié)構(gòu)與總部定位··············································································45 3.1.1 特許經(jīng)營(yíng)體系的整體結(jié)構(gòu)·················································································45 3.1.2 特許經(jīng)營(yíng)總部的角色定位·················································································46 3.1.3 特許經(jīng)營(yíng)總部的支持職能·················································································47 3.2 特許經(jīng)營(yíng)組織結(jié)構(gòu)設(shè)計(jì)·························································································49 3.2.1 特許經(jīng)營(yíng)企業(yè)的特點(diǎn)與組織結(jié)構(gòu)設(shè)計(jì)原則·························································49 3.2.2 特許經(jīng)營(yíng)總部組織結(jié)構(gòu)設(shè)計(jì)·············································································50 3.2.3 特許經(jīng)營(yíng)總部的部門職能·················································································52 3.3 特許經(jīng)營(yíng)總部流程與制度建設(shè)··············································································54 3.3.1 特許經(jīng)營(yíng)總部流程與制度建設(shè)概述···································································54 3.3.2 特許經(jīng)營(yíng)總部流程設(shè)計(jì)····················································································54 3.3.3 特許經(jīng)營(yíng)總部制度建設(shè)····················································································56 第4 章 特許經(jīng)營(yíng)單店模式設(shè)計(jì)·························································································60 4.1 單店的概念與類型·································································································62 4.1.1 單店的概念和意義···························································································62 4.1.2 單店的類型及特點(diǎn)···························································································64 4.1.3 單店與業(yè)態(tài)·····································································································65 4.2 單店模式設(shè)計(jì)的原則與思路··················································································68 4.2.1 單店模式設(shè)計(jì)的原則·······················································································68 4.2.2 單店模式設(shè)計(jì)的思路·······················································································70 4.3 單店盈利模式提煉與設(shè)計(jì)·····················································································70 4.3.1 顧客定位········································································································70 4.3.2 選址模型········································································································73 4.3.3 商品組合········································································································76 4.3.4 營(yíng)銷策略········································································································77 4.3.5 財(cái)務(wù)測(cè)算········································································································79 4.4 單店運(yùn)營(yíng)模式與形象識(shí)別系統(tǒng)設(shè)計(jì)······································································81 4.4.1 單店組織結(jié)構(gòu)與崗位設(shè)計(jì)·················································································81 4.4.2 單店運(yùn)營(yíng)流程化和標(biāo)準(zhǔn)化設(shè)計(jì)··········································································83 4.4.3 單店形象識(shí)別系統(tǒng)設(shè)計(jì)····················································································89 4.5 特許經(jīng)營(yíng)操作手冊(cè)的作用、意義和編制······························································91 4.5.1 特許經(jīng)營(yíng)操作手冊(cè)的作用和意義·······································································91 4.5.2 特許經(jīng)營(yíng)操作手冊(cè)的編制·················································································92 第5 章 特許經(jīng)營(yíng)加盟模式設(shè)計(jì)·························································································97 5.1 特許經(jīng)營(yíng)加盟模式概述·························································································99 5.1.1 特許經(jīng)營(yíng)加盟模式的概念與意義·······································································99 5.1.2 特許經(jīng)營(yíng)加盟模式的設(shè)計(jì)原則········································································100 5.2 特許經(jīng)營(yíng)權(quán)的設(shè)計(jì)·······························································································101 5.2.1 特許經(jīng)營(yíng)權(quán)的概念與構(gòu)成···············································································101 5.2.2 特許經(jīng)營(yíng)基礎(chǔ)性權(quán)益設(shè)計(jì)···············································································102 5.2.3 特許經(jīng)營(yíng)約束性權(quán)益設(shè)計(jì)···············································································104 5.3 特許經(jīng)營(yíng)授權(quán)模式選擇·······················································································105 5.3.1 單店特許授權(quán)模式·························································································105 5.3.2 區(qū)域特許授權(quán)模式·························································································108 5.3.3 其他類型的授權(quán)模式····················································································.111 5.3.4 特許經(jīng)營(yíng)授權(quán)模式選擇需要考慮的因素···························································113 5.4 特許經(jīng)營(yíng)費(fèi)用設(shè)計(jì)·······························································································115 5.4.1 加盟費(fèi)·········································································································115 5.4.2 特許權(quán)使用費(fèi)·······························································································116 5.4.3 廣告基金、保證金及其他費(fèi)用········································································117 第6 章 特許經(jīng)營(yíng)推廣與招商··························································································122 6.1 加盟商模型···········································································································124 6.1.1 加盟商模型的概念與意義···············································································124 6.1.2 影響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 特許經(jīng)營(yíng)推廣渠道與策略···················································································126 6.2.1 特許經(jīng)營(yíng)店面推廣策略··················································································126 6.2.2 特許經(jīng)營(yíng)展會(huì)推廣策略··················································································128 6.2.3 特許經(jīng)營(yíng)傳統(tǒng)媒體推廣策略···········································································130 6.2.4 特許經(jīng)營(yíng)網(wǎng)絡(luò)新媒體推廣策略········································································132 6.3 特許經(jīng)營(yíng)推廣與招商的流程和關(guān)鍵環(huán)節(jié)····························································134 6.3.2 加盟商甄選與評(píng)估·························································································136 6.3.3 加盟店選址調(diào)查評(píng)估·····················································································140 第7 章 特許經(jīng)營(yíng)培訓(xùn)與訓(xùn)練··························································································148 7.1 特許經(jīng)營(yíng)培訓(xùn)概述·······························································································149 7.1.1 特許經(jīng)營(yíng)培訓(xùn)系統(tǒng)的重要性···········································································149 7.1.2 特許經(jīng)營(yíng)培訓(xùn)組織建設(shè)··················································································151 7.1.3 特許經(jīng)營(yíng)培訓(xùn)形式·························································································153 7.2 特許經(jīng)營(yíng)培訓(xùn)課程體系規(guī)劃與設(shè)計(jì)····································································156 7.2.1 特許經(jīng)營(yíng)培訓(xùn)的對(duì)象、內(nèi)容···········································································156 7.2.2 總部對(duì)加盟店的培訓(xùn)分類···············································································156 7.2.3 特許經(jīng)營(yíng)培訓(xùn)課程體系規(guī)劃···········································································157 7.3 特許經(jīng)營(yíng)培訓(xùn)師師資開發(fā)與管理········································································159 7.3.1 培訓(xùn)師的開發(fā)選擇·························································································159 7.3.2 培訓(xùn)師的培訓(xùn)與考核評(píng)估···············································································160 第8 章 特許經(jīng)營(yíng)運(yùn)營(yíng)與督導(dǎo)··························································································164 8.1 特許經(jīng)營(yíng)運(yùn)營(yíng)與督導(dǎo)管理···················································································166 8.1.1 特許經(jīng)營(yíng)運(yùn)營(yíng)與督導(dǎo)管理概述········································································166 8.1.2 特許經(jīng)營(yíng)運(yùn)營(yíng)與督導(dǎo)管理組織建設(shè)·································································168 8.1.3 特許經(jīng)營(yíng)運(yùn)營(yíng)與督導(dǎo)管理常用方法·································································170 8.2 特許經(jīng)營(yíng)關(guān)系管理·······························································································173 8.2.1 特許經(jīng)營(yíng)關(guān)系管理概述··················································································173 8.2.2 影響特許經(jīng)營(yíng)關(guān)系的常見問題········································································175 8.2.3 特許經(jīng)營(yíng)關(guān)系管理的方法···············································································178 8.3 特許經(jīng)營(yíng)體系持續(xù)改進(jìn)與創(chuàng)新············································································180 8.3.1 特許經(jīng)營(yíng)體系持續(xù)改進(jìn)與創(chuàng)新的必要性···························································180 8.3.2 特許經(jīng)營(yíng)體系持續(xù)改進(jìn)與創(chuàng)新的理念和方法····················································181 第9 章 特許經(jīng)營(yíng)合同與法律實(shí)務(wù)···················································································186 9.1 特許經(jīng)營(yíng)法律概述·······························································································188 9.1.1 法律運(yùn)用對(duì)特許經(jīng)營(yíng)的重要性········································································188 9.1.2 特許經(jīng)營(yíng)涉及的主要法律法規(guī)········································································189 9.1.3 《商業(yè)特許經(jīng)營(yíng)管理?xiàng)l例》要點(diǎn)解析································································190 9.2 特許經(jīng)營(yíng)中的知識(shí)產(chǎn)權(quán)保護(hù)················································································192 9.2.1 商標(biāo)權(quán)·········································································································192 9.2.2 商號(hào)權(quán)·········································································································195 9.2.3 專利權(quán)·········································································································196 9.2.4 著作權(quán)·········································································································197 9.2.5 商業(yè)秘密······································································································198 9.3 特許經(jīng)營(yíng)合同·······································································································198 9.3.1 特許經(jīng)營(yíng)合同的特征與分類···········································································198 9.3.2 訂立特許經(jīng)營(yíng)合同的基本原則········································································200 9.3.3 特許經(jīng)營(yíng)合同主要條款設(shè)計(jì)···········································································200 9.4 特許經(jīng)營(yíng)信息披露·······························································································202 9.4.1 特許經(jīng)營(yíng)信息披露的意義···············································································202 9.4.2 特許經(jīng)營(yíng)信息披露的內(nèi)容···············································································203 9.4.3 特許經(jīng)營(yíng)信息披露的注意事項(xiàng)········································································205 附錄·····································································································································209 附錄A 特許經(jīng)營(yíng)合同范本·························································································209 附錄B 商業(yè)特許經(jīng)營(yíng)管理?xiàng)l例·················································································219 附錄C 商業(yè)特許經(jīng)營(yíng)備案管理辦法·········································································223 附錄D 商業(yè)特許經(jīng)營(yíng)信息披露管理辦法·································································226
你還可能感興趣
我要評(píng)論
|
