特许经营实战指南

特许经营是连锁经营的一种高级形式，也是21世纪的主导商业模式。特许经营在中国具有30多年的发展历程，当前已进入蓬勃发展时期。数据显示，目前在我国商务部备案的特许经营体系（品牌）已超过5 000 个，特许加盟店上百万家，我国已经成为世界上拥有特许经营体系多的国家，并且仍然有巨大的发展空间。互联网和电子商务的发展，虽然给部分传统实体连锁特许经营带来一定的冲击和影响，但也给特许经营带来了更大的发展和创新的机会与空间，我国的特许经营又进入了一个新的发展阶段。本书定位为特许经营实战指南，是在作者从事特许经营20多年的实战、研究的基础上，从企业开展特许经营实际出发，建立清晰的方法论和逻辑框架，理论结合实际，辅以必要的基础知识，并提供大量实操方法和案例，旨在为已开展特许经营或准备开展特许经营的企业提供有效的指引。
在本书写作过程中，作者非常注重特许经营基本原理和方法论在实践中的具体应用。总体来说，本书具有专业性、系统性、实务性、时效性四个突出的特点。

本书定位为特许经营的实战指南，是在作者从事特许经营20多年实战、研究的基础上，从企业开展特许经营的实际出发，建立清晰的方法论和逻辑框架，理论结合实际，辅以必要的基础知识，并提供大量实操方法和案例，旨在为已开展特许经营或准备开展特许经营的企业提供有效的指引。在本书写作过程中，作者非常注重特许经营基本原理和方法论在实践中的具体应用。总体来说，本书具有专业性、系统性、实务性、时效性四个突出的特点。

文志宏

连锁经营与特许经营实战型咨询专家。在连锁经营与特许经营企业的战略模式、股权合伙、组织运营及企业大学等核心模块的规划设计上有丰富的实战咨询经验。自1997年始专注于连锁与特许经营的实践，曾作为联合创始人参与创建多个连锁品牌并担任连锁公司执行总经理、总经理等职。2007年加入和君咨询并担任和君咨询合伙人兼连锁研究咨询中心负责人。2017年创立和弘咨询，专注于连锁与特许经营企业咨询服务，咨询或培训过的连锁或特许经营企业上千家。担任中国连锁经营协会、中国商业联合会、中国合作贸易企业协会等行业组织的专家顾问，也是清华大学、北京师范大学、中国会计学院、中国药科大学等EMBA班、总裁班、校长班的特聘导师、全国大专院校连锁经营专业系列教材编委会副主任。出版著作有《特许经营实务》等，发表专业文章数十篇，专业媒体采访报道数百篇次。

第1 章 特许经营基础知识··································································································1 
1.1 特许经营的概念和分类···························································································3 
1.1.1 特许经营的定义································································································3 
1.1.2 特许经营的本质································································································5 
1.1.3 特许经营的分类································································································7 
1.2 特许经营模式辨析···································································································8 
1.2.1 特许经营与其他连锁模式···················································································9 
1.2.2 特许经营与其他分销模式·················································································11 
1.2.3 特许经营与其他授权模式·················································································12 
1.3 特许经营的优势与劣势·························································································13 
1.3.1 特许经营的优势······························································································13 
1.3.2 特许经营的劣势·············································································&mid