特许经营模式在我国便利店行业中的应用动机简评

特许经营在现实环境中的应用动机一直是理论研究的热点,也是了解特许经营中国本土化进程的重要问题。本文以便利店行业为例,结合便利店行业中存在的盈利模式,通过2003-2009年的发展数据对比,发现中国特许经营模式在便利店行业实践中未能使知识产品复制质量达成应有效益,并通过分析指出特许经营模式在实践中客观上承担了许多模式内在要求之外的功能,特许人借助特许经营使其非价值链条收益得以放大,带动体系走上规模—收益放大—体系进一步扩张的滚动循环之路,成为便利店企业能在市场环境尚不成熟和激烈的业态竞争格局中发展的重要力量。

Evaluation of Franchising Application Purpose Based on Chinese Convenience Store

It has been a hot issues that what role franchising would play in particular industry.By the analysis on basic data in convenience store industry,this article finds franchising hasn’t achieve quality level that it should be in the procedure of knowledge product copy.Moreover,this article points out that franchising is carried a lot of functions which are besides its mode connotation in practice,and is used to enlarge the non-value chain earnings by franchisors.As a result,franchising system develops on scale-earnings amplification-system further expansion rolling cycle path,and survives in the intense market competition.