论文标题:中国餐饮业特许连锁经营发展对策研究
The Competitive Advantages Comparisons of Four Public Commercial Banks
论文作者 张毓峰
论文导师 白云升,论文学位 硕士,论文专业 工商管理
论文单位 西南财经大学,点击次数 175,论文页数 62页File Size216k
2003-11-01论文网 http://www.lw23.com/lunwen_223322027/ 餐饮业, 特许连锁经营, 发展对策
business of food and beverage, franchise chain, countermeasures against the development
20世纪50年代以后，特许连锁经营在世界范围内大规模兴起，目前已成为一种能够适应多种业态的创新性经济组织形式和企业经营方式。特许连锁经营在我国正呈现出前所未有的快速发展形势，主要表现在餐饮业和零售业等众多领域的老字号和新兴优势品牌企业发挥它们在品牌、技术和管理方面的优势，纷纷采用特许连锁经营方式，发展自己的特许连锁体系，取得了良好的经济效益和社会效益。目前，特许连锁经营已成为中国餐饮业内最为主要的一种经济组织形式，并成为推动中国餐饮业快速发展的主要因素。中国学者对于特许连锁经营理论主要在两个方面开展研究工作：一是介绍和比较国外特许连锁经营发展的经验；二是归纳总结中国的特许连锁经营的发展实践并提出相应的措施建议。这些研究为特许连锁经营知识的传播推广，从而促进我国特许连锁经营的发展起到了重要的作用。本文的研究针对这样一个理论研究现状：对于特许连锁经营发展的内在机制以及特定行业（如餐饮业）发展特许连锁经营所受到的特殊约束和所需要的特殊条件的研究存在相当的不足，这种理论研究上的滞后，直接导致了对于特定行业发展特许连锁经营的争议，也在一定程度上间接导致了我国特许连锁经营发展实践过程中存在的诸多问题。因此，本文的研究目的在于说明特许连锁经营发展的内在机制和所需条件。但本文的研究策略是通过对中国餐饮业这一特定行业特许连锁经营发展对策的研究来形成对特许连锁经营发展的内在机制和所需条件的深入理解，而不是从一般性理论的角度来分析说明。这不仅是因为餐饮业是我国特许连锁经营浪潮涉及的主要行业领域，且在实践中对餐饮业发展特许连锁经营存在着不少争议，更重要的是因为离开了具体的行业我们难以真正理解特许连锁经营发展的内在机制和所需条件。为此，本文试图以特许连锁经营理论和中国餐饮业行业特征为基础，重点分析中国餐饮业特许连锁经营发展的重要作用和发展条件，并以此为中国餐饮业和其他业态的特许连锁经营提出进一步的发展思路和对策。论文的第一部分主要说明中国餐饮业发展特许连锁经营的重要性。特许连锁作为一种创新性经济组织形式，既与直营连锁和自由连锁相区别，与特许经营也不完全等同，其实质是一种高级的连锁经营方式。特许连锁经营在某种程度上能够兼容市场和企业两种资源配置方式，因此具有传统经济组织形式不具有的很多优势。理论分析和实际资料都说明我国餐饮业发展特许连锁经营将起到多方面的重要作用，具体表现在以下方面：首先，特许连锁经营有利于企业迅速扩张经营规模和有效开拓国际国内两个市场，从而提高餐饮企业的市场竞争力和持续发展能力；其次，特许连锁经营有利于行业提高组织化程度和优化市场竞争秩序，从而促进餐饮行业的健康快速发展；第三，特许连锁经营有利于促进我国民间投资和增加城乡居民就业，从而为整个国民经济的发展做出贡献。论文的第二部分主要在深入分析我国餐饮业特许连锁经营发展过程中的问题及其原因的基础上，努力探索中国餐饮业特许连锁经营的发展对策。我国餐饮业特许连锁经营中存在的问题来源于经营理念、法律规范、市场环境和企业经营管理等多个方面，因此本文也就主要从这四大方面来探索我国餐饮业特许连锁经营的发展思路与对策。首先，要树立特许连锁经营的先进理念，让众多企业和加盟投资者都能够深刻理解特许连锁的“品质、服务、清洁”6字哲学理念和“简单化、标准化、专业化”3个经营原则。其次，要建构一个完善的特许连锁经营法律体系，这需要在相关理论与实践的科学研究的基础上逐步加强相关法律法规的建设工作。第三，要形成一个有序的市场环境，这一方面需要政府加强监管力度，另一方面要求健全特许经营协会，搞好行业自律。最后，要提高企业自身的经营管理水平，这要求具体做好以下工作：加强品牌经营管理，提高无形资产价值；做好商圈调查研究，为加盟店科学选址；实行地区集中建店的扩张战略；加强配送中心建设；开发多层次的有效管理体制，严格防范失控风险。总的来说，本文考察的是中国餐饮业这一个特定行业特许连锁经营的发展对策问题。但通过对特定行业进行的深入分析我们能够获得对特许连锁经营发展问题的一般性认识。本文的基本结论是，特许连锁经营作为一种创新性经济组织形式将对我国诸多行业的发展起到重要的作用，但它的快速健康发展需要一个有效的条件体系，包括先进的理念、完善的法律体系、有序的市场环境以及科学的经营管理，而这些条件的创造需要企业、政府及其他组织的共同努力。
Since it sprang up worldwide after 1950s, Franchise Chain (FC) has become an innovative form of economic organization and mode of business operation, adaptive to different kinds of trades. FC is growing rapidly in an unprecedented way in China now: in the lines of business such as food and beverage or retail commerce, some old names in business and newly developed brands make good use of their brand names, techniques and management, take FC as their mode of operation, develop their own franchise system and achieve profits both economically and socially. So far, FC has become the major form of economic organization in China"s business of food and beverage and a main factor that stimulates its high-speed growth, too.Scholars of China study the theories of FC mainly from two aspects: first, introducing and comparing foreign countries" experiences in FC; second, giving a summary of practical development of FC in China and offering corresponding suggestions. Their studies play an important role in spreading the knowledge of FC and are helpful to the development of FC in China. But there is another situation of theoretical studies of FC: there are not enough studies on the internal developing system of FC, or on the special control for specific lines of business (e.g., food and beverage) and the special conditions they need. The lag of theoretical study directly leads to controversies over FC of specific line of business and to some extent indirectly causes problems in FC"s growing in China.Based on the above-mentioned situation of theoretic study, this paper aims at expositing the internal system and necessary conditions of FC"s development. But the methodology the author adopts to discuss the subject matter is to get a thorough understanding of the internal system and necessary conditions of FC"s development by studying the countermeasures agains6t the development of FC in China"s business offood and beverage rather than by analyzing the subject matter from a perspective of general theories. The reason of doing so is that the business of food and beverage is a main trade in which FC gets involved and many controversies over this issue occurred in carrying out FC. More important, divorced from a specific lien of business, we cannot truly understand the internal system and necessary conditions of FC. For this purpose, trying to base on the theories of FC and the characteristics of China"s business of food and beverage, this paper lays special stress on analyzing the significance of developing FC in China"s business of food and beverage and the conditions needed for development so as to put forward the thought for and countermeasures against the development of FC in China"s business of food and beverage and other trades as well.The first part of the paper emphasizes the significance of FC in China"s business of food and beverage. As an innovative form of economic organization, FC is different from regular chain and free chain. It is not equated franchise, either. In fact, it"s an advanced mode of franchise. To certain extent, FC can allocate resources through markets as well as enterprises, and has more advantages than traditional economic organizations. Theoretical analyses and practical data show that there are many significances developing FC in China"s business of food and beverage. In the first place, FC helps enterprises expand operating scale rapidly and explore national and international markets effectively, so as to heighten the ability of enterprises in market competition and sustainable development. In the second, FC is beneficial for businesses to organize themselves in a higher degree and to optimize the order of market competition so that the health growing of business of food and beverage can be promoted. Third, FC is advantageous to boost nongovernmental investment and the employment rate of urban and rural residents so that contributes to the development of national economy.The second part of this paper gives a thorough analysis to theproblems occurred in developing FC in
|
