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第1 章 特許經(jīng)營基礎(chǔ)知識··································································································1
1.1 特許經(jīng)營的概念和分類···························································································3
1.1.1 特許經(jīng)營的定義································································································3
1.1.2 特許經(jīng)營的本質(zhì)································································································5
1.1.3 特許經(jīng)營的分類································································································7
1.2 特許經(jīng)營模式辨析···································································································8
1.2.1 特許經(jīng)營與其他連鎖模式···················································································9
1.2.2 特許經(jīng)營與其他分銷模式·················································································11
1.2.3 特許經(jīng)營與其他授權(quán)模式·················································································12
1.3 特許經(jīng)營的優(yōu)勢與劣勢·························································································13
1.3.1 特許經(jīng)營的優(yōu)勢······························································································13
1.3.2 特許經(jīng)營的劣勢······························································································15
1.4 特許經(jīng)營的發(fā)展?fàn)顩r·····························································································16
1.4.1 特許經(jīng)營起源及其在全球的發(fā)展·······································································16
1.4.2 特許經(jīng)營在我國的發(fā)展前景·············································································17
第2 章 特許經(jīng)營企業(yè)戰(zhàn)略規(guī)劃·························································································21
2.1 特許經(jīng)營可行性分析·····························································································22
2.1.1 特許經(jīng)營可行性分析的意義·············································································22
2.1.2 特許經(jīng)營可行性分析的內(nèi)容·············································································23
2.1.3 特許經(jīng)營可行性分析的常用方法·······································································27
2.1.4 特許經(jīng)營可行性分析報告的撰寫·······································································32
2.2 特許經(jīng)營戰(zhàn)略規(guī)劃·································································································35
2.2.1 特許經(jīng)營戰(zhàn)略規(guī)劃概述····················································································36
2.2.2 特許經(jīng)營戰(zhàn)略目標規(guī)劃····················································································36
2.2.3 特許經(jīng)營發(fā)展市場選擇····················································································38
2.2.4 特許經(jīng)營授權(quán)模式選擇····················································································39
2.2.5 特許經(jīng)營戰(zhàn)略支撐體系····················································································40
第3 章 特許經(jīng)營總部組織建設(shè)·························································································43
3.1 特許經(jīng)營體系結(jié)構(gòu)與總部定位··············································································45
3.1.1 特許經(jīng)營體系的整體結(jié)構(gòu)·················································································45
3.1.2 特許經(jīng)營總部的角色定位·················································································46
3.1.3 特許經(jīng)營總部的支持職能·················································································47
3.2 特許經(jīng)營組織結(jié)構(gòu)設(shè)計·························································································49
3.2.1 特許經(jīng)營企業(yè)的特點與組織結(jié)構(gòu)設(shè)計原則·························································49
3.2.2 特許經(jīng)營總部組織結(jié)構(gòu)設(shè)計·············································································50
3.2.3 特許經(jīng)營總部的部門職能·················································································52
3.3 特許經(jīng)營總部流程與制度建設(shè)··············································································54
3.3.1 特許經(jīng)營總部流程與制度建設(shè)概述···································································54
3.3.2 特許經(jīng)營總部流程設(shè)計····················································································54
3.3.3 特許經(jīng)營總部制度建設(shè)····················································································56
第4 章 特許經(jīng)營單店模式設(shè)計·························································································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···························································································64
4.1.3 單店與業(yè)態(tài)·····································································································65
4.2 單店模式設(shè)計的原則與思路··················································································68
4.2.1 單店模式設(shè)計的原則·······················································································68
4.2.2 單店模式設(shè)計的思路·······················································································70
4.3 單店盈利模式提煉與設(shè)計·····················································································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 營銷策略········································································································77
4.3.5 財務(wù)測算········································································································79
4.4 單店運營模式與形象識別系統(tǒng)設(shè)計······································································81
4.4.1 單店組織結(jié)構(gòu)與崗位設(shè)計·················································································81
4.4.2 單店運營流程化和標準化設(shè)計··········································································83
4.4.3 單店形象識別系統(tǒng)設(shè)計····················································································89
4.5 特許經(jīng)營操作手冊的作用、意義和編制······························································91
4.5.1 特許經(jīng)營操作手冊的作用和意義·······································································91
4.5.2 特許經(jīng)營操作手冊的編制·················································································92
第5 章 特許經(jīng)營加盟模式設(shè)計·························································································97
5.1 特許經(jīng)營加盟模式概述·························································································99
5.1.1 特許經(jīng)營加盟模式的概念與意義·······································································99
5.1.2 特許經(jīng)營加盟模式的設(shè)計原則········································································100
5.2 特許經(jīng)營權(quán)的設(shè)計·······························································································101
5.2.1 特許經(jīng)營權(quán)的概念與構(gòu)成···············································································101
5.2.2 特許經(jīng)營基礎(chǔ)性權(quán)益設(shè)計···············································································102
5.2.3 特許經(jīng)營約束性權(quán)益設(shè)計···············································································104
5.3 特許經(jīng)營授權(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)營授權(quán)模式選擇需要考慮的因素···························································113
5.4 特許經(jīng)營費用設(shè)計·······························································································115
5.4.1 加盟費·········································································································115
5.4.2 特許權(quán)使用費·······························································································116
5.4.3 廣告基金、保證金及其他費用········································································117
第6 章 特許經(jīng)營推廣與招商··························································································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)營推廣渠道與策略···················································································126
6.2.1 特許經(jīng)營店面推廣策略··················································································126
6.2.2 特許經(jīng)營展會推廣策略··················································································128
6.2.3 特許經(jīng)營傳統(tǒng)媒體推廣策略···········································································130
6.2.4 特許經(jīng)營網(wǎng)絡(luò)新媒體推廣策略········································································132
6.3 特許經(jīng)營推廣與招商的流程和關(guān)鍵環(huán)節(jié)····························································134
6.3.2 加盟商甄選與評估·························································································136
6.3.3 加盟店選址調(diào)查評估·····················································································140
第7 章 特許經(jīng)營培訓(xùn)與訓(xùn)練··························································································148
7.1 特許經(jīng)營培訓(xùn)概述·······························································································149
7.1.1 特許經(jīng)營培訓(xùn)系統(tǒng)的重要性···········································································149
7.1.2 特許經(jīng)營培訓(xùn)組織建設(shè)··················································································151
7.1.3 特許經(jīng)營培訓(xùn)形式·························································································153
7.2 特許經(jīng)營培訓(xùn)課程體系規(guī)劃與設(shè)計····································································156
7.2.1 特許經(jīng)營培訓(xùn)的對象、內(nèi)容···········································································156
7.2.2 總部對加盟店的培訓(xùn)分類···············································································156
7.2.3 特許經(jīng)營培訓(xùn)課程體系規(guī)劃···········································································157
7.3 特許經(jīng)營培訓(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)與考核評估···············································································160
第8 章 特許經(jīng)營運營與督導(dǎo)··························································································164
8.1 特許經(jīng)營運營與督導(dǎo)管理···················································································166
8.1.1 特許經(jīng)營運營與督導(dǎo)管理概述········································································166
8.1.2 特許經(jīng)營運營與督導(dǎo)管理組織建設(shè)·································································168
8.1.3 特許經(jīng)營運營與督導(dǎo)管理常用方法·································································170
8.2 特許經(jīng)營關(guān)系管理·······························································································173
8.2.1 特許經(jīng)營關(guān)系管理概述··················································································173
8.2.2 影響特許經(jīng)營關(guān)系的常見問題········································································175
8.2.3 特許經(jīng)營關(guān)系管理的方法···············································································178
8.3 特許經(jīng)營體系持續(xù)改進與創(chuàng)新············································································180
8.3.1 特許經(jīng)營體系持續(xù)改進與創(chuàng)新的必要性···························································180
8.3.2 特許經(jīng)營體系持續(xù)改進與創(chuàng)新的理念和方法····················································181
第9 章 特許經(jīng)營合同與法律實務(wù)···················································································186
9.1 特許經(jīng)營法律概述·······························································································188
9.1.1 法律運用對特許經(jīng)營的重要性········································································188
9.1.2 特許經(jīng)營涉及的主要法律法規(guī)········································································189
9.1.3 《商業(yè)特許經(jīng)營管理條例》要點解析································································190
9.2 特許經(jīng)營中的知識產(chǎn)權(quán)保護················································································192
9.2.1 商標權(quán)·········································································································192
9.2.2 商號權(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)營合同·······································································································198
9.3.1 特許經(jīng)營合同的特征與分類···········································································198
9.3.2 訂立特許經(jīng)營合同的基本原則········································································200
9.3.3 特許經(jīng)營合同主要條款設(shè)計···········································································200
9.4 特許經(jīng)營信息披露·······························································································202
9.4.1 特許經(jīng)營信息披露的意義···············································································202
9.4.2 特許經(jīng)營信息披露的內(nèi)容···············································································203
9.4.3 特許經(jīng)營信息披露的注意事項········································································205
附錄·····································································································································209
附錄A 特許經(jīng)營合同范本·························································································209
附錄B 商業(yè)特許經(jīng)營管理條例·················································································219
附錄C 商業(yè)特許經(jīng)營備案管理辦法·········································································223
附錄D 商業(yè)特許經(jīng)營信息披露管理辦法·································································226