特许经营的本质探讨

首先简评目前有关特许经营本质的主要观点;其次,分析论证了特许权的实质是无形资产的有机整合体,及特许经营的无形资产经营性;再次,论证特许权是企业的核心竞争力,并导出特许经营是经营理念、经营战略、经营方式而非营销手段、营销模式;然后,从经济租金理论入手,得出特许经营是利用特许权获取经济租金的经营方式;最后,总结特许经营的本质,即:经营主体对代表其核心竞争力的无形资产整合体——特许权的租赁经营,是集融资、融物、融人力资源为一体的一种更高级的租赁性商业经营模式。

Essential discussion of franchise operation

Comment the main view that franchise operation is essential at present simply at first: Secondly , it is analysed that the essence of proving the chartered right is the organic integrate body of the intangible assets, and the invisible assets management of franchise operation: Again, it is the key competitiveness of enterprises to prove the chartered right, and it is management theory , management strategy , type of operation but not marketing means , marketing mode to lead out franchise operation: Then, proceed with economic rent theory and it is the type of operation of utilizing the chartered right to obtain the economic rent to draw franchise operation: Finally, summarize the essence of franchise operation, namely:Manage the subject to the intangible assets integrate body representing its key competitiveness --The leasing management of the chartered right, is a kind of more advanced lease commercial management mode of collecting financing , melting things , combining human resources together.