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出版社：電子工業出版社 ISBN：9787121397868 商品編碼：10027157370119 包裝：平裝 開本：16開 出版時間：2020-11-01 頁數：244 字數：307.0 代碼：65
"| 商品基本信息，請以下列介紹為準 | | 商品名稱： | 特許經營實戰指南 | | 作者： | 文志宏 | | 代碼： | 65.0 | | 出版社： | 電子工業出版社 | | 出版日期： | 2020-11-01 | | ISBN： | 9787121397868 | | 印次： | 1 | | 版次： | 第1版 | | 裝幀： | | | 開本： | 16開 |
| 內容簡介 | | 本書定位為特許經營的實戰指南，是在作者從事特許經營20多年實戰、研究的基礎上，從企業開展特許經營的實際出發，建立清晰的方法論和邏輯框架，理論結合實際，輔以必要的基礎知識，並提供大量實方法和案例，旨在為已開展特許經營或準備開展特許經營的企業提供有效的指引。在本書寫作過程中，作者注重特許經營基本原理和方法論在實踐中的具體應用。總體來說，本書具有專業性、繫統性、實務性、時效性四個突出的特點。 |
| 目錄 | 第1 章 特許經營基礎知識··································································································1
1.1 特許經營的概念和分類···························································································3
1.1.1 特許經營的定義································································································3
1.1.2 特許經營的本質································································································5
1.1.3 特許經營的分類································································································7
1.2 特許經營模式辨析···································································································8
1.2.1 特許經營與其他連鎖模式···················································································9
1.2.2 特許經營與其他分銷模式·················································································11
1.2.3 特許經營與其他授權模式·················································································12
1.3 特許經營的優勢與劣勢·························································································13
1.3.1 特許經營的優勢······························································································13
1.3.2 特許經營的劣勢······························································································15
1.4 特許經營的發展狀況·····························································································16
1.4.1 特許經營起源及其在全球的發展·······································································16
1.4.2 特許經營在我國的發展前景·············································································17
第2 章 特許經營企業戰略規劃·························································································21
2.1 特許經營可行性分析·····························································································22
2.1.1 特許經營可行性分析的意義·············································································22
2.1.2 特許經營可行性分析的內容·············································································23
2.1.3 特許經營可行性分析的常用方法·······································································27
2.1.4 特許經營可行性分析報告的撰寫·······································································32
2.2 特許經營戰略規劃·································································································35
2.2.1 特許經營戰略規劃概述····················································································36
2.2.2 特許經營戰略目標規劃····················································································36
2.2.3 特許經營發展市場選擇····················································································38
2.2.4 特許經營授權模式選擇····················································································39
2.2.5 特許經營戰略支撐體繫····················································································40
第3 章 特許經營總部組織建設·························································································43
3.1 特許經營體繫結構與總部定位··············································································45
3.1.1 特許經營體繫的整體結構·················································································45
3.1.2 特許經營總部的角色定位·················································································46
3.1.3 特許經營總部的支持職能·················································································47
3.2 特許經營組織結構設計·························································································49
3.2.1 特許經營企業的特點與組織結構設計原則·························································49
3.2.2 特許經營總部組織結構設計·············································································50
3.2.3 特許經營總部的部門職能·················································································52
3.3 特許經營總部流程與制度建設··············································································54
3.3.1 特許經營總部流程與制度建設概述···································································54
3.3.2 特許經營總部流程設計····················································································54
3.3.3 特許經營總部制度建設··································································· |
| 媒體評論 | 23年，1000+個特許經營實戰、咨詢、培訓案例研究成果結晶中小微企業借力特許經營成為行的智慧之書
連鎖經營與特許經營實戰型咨詢專家文志宏23年，1000+個特許經營實戰、咨詢、培訓案例研究成果結晶。描繪了特許經營運營全景、提供了大量特許經營實方法和案例，卓越連鎖人的制勝法寶1. 繫統性對於連鎖經營和特許經營來說，繫統決定成敗。開展特許經營必行繫統思考和規劃，本書的內容結構也是基於開展特許經營的繫統思考和規劃而展開的。除了第1 章內容作為基礎知識，其餘8 章分別圍繞戰略規劃、組織建設、模式設計、推廣運營等從規劃到落地的特許經營實際運行的步驟而展開。其中，考慮到特許經營法律實務的重要性和特殊性，將其單列一章放在最後，這樣使讀者既能了解特許經營運行的全景，又能掌握核心模塊的關鍵環節。
2. 實務性本書中的很多思想、理念、方法和案例，來自作者基於一線實戰與研究的總結和提煉。本書還緊密配合各個章節的具體內容，選編了50多個具有代表性的特許經營案例，使讀者能夠通過這些典型案例，加強對特許經營實務作的理解。
同時，本書采取模塊化的編寫方式，既考慮了內容的繫統性，又方便不同層次的讀者根據各自的基行選讀。另外，本書還緊密結合連鎖與特許經營企業內部培訓和院校連鎖經營專業教學要求，設計了職業指導、案例分析、實訓等內容，使讀者能夠通過理論學訓，在實際的專業技能上得到鍛煉和提高，以更好地適應特許經營企業發展的需求。 |
| 作者簡介 | 文志宏連鎖經營與特許經營實戰型咨詢專家在連鎖經營與特許經營企業的戰略模式、股權合伙、組織運營及企業大學等核心模塊的規劃設計上有豐富的實戰咨詢經驗。
自1997年始專注於連鎖與特許經營的實踐，曾作為聯合創始人參與創建多個連鎖品牌並擔任連鎖公司執行、等職。
2007年加入和君咨詢並擔任和君咨詢合伙人兼連鎖研究咨詢中心負責人。2017年創立和弘咨詢，專注於連鎖與特許經營企業咨詢服務，咨詢或培訓過的連鎖或特許經營企業上千家。
擔任中國連鎖經營協會、中國商業聯合會、中國合作貿易企業協會等行業組織的專家顧問，也是清華大學、北京師範大學、中國會計學院、中國藥科大學等EMBA班、總裁班、校長班的特聘導師、全國大專院校連鎖經營專業繫列教材編委會副主任。
出版著作有《特許經營實務》等，發表專業文章數十篇，專業媒體采訪報道數百篇次。 |
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