本書定位為特許經(jīng)營的實(shí)戰(zhàn)指南，是在作者從事特許經(jīng)營20多年實(shí)戰(zhàn)、研究的基礎(chǔ)上，從企業(yè)開展特許經(jīng)營的實(shí)際出發(fā)，建立清晰的方法論和邏輯框架，理論結(jié)合實(shí)際，輔以必要的基礎(chǔ)知識，并提供大量實(shí)操方法和案例，旨在為已開展特許經(jīng)營或準(zhǔn)備開展特許經(jīng)營的企業(yè)提供有效的指引。在本書寫作過程中，作者非常注重特許經(jīng)營基本原理和方法論在實(shí)踐中的具體應(yīng)用�？傮w來說，本書具有專業(yè)性、系統(tǒng)性、實(shí)務(wù)性、時(shí)效性四個(gè)突出的特點(diǎn)。

文志宏連鎖經(jīng)營與特許經(jīng)營實(shí)戰(zhàn)型咨詢專家在連鎖經(jīng)營與特許經(jīng)營企業(yè)的戰(zhàn)略模式、股權(quán)合伙、組織運(yùn)營及企業(yè)大學(xué)等核心模塊的規(guī)劃設(shè)計(jì)上有豐富的實(shí)戰(zhàn)咨詢經(jīng)驗(yàn)。自1997年始專注于連鎖與特許經(jīng)營的實(shí)踐，曾作為聯(lián)合創(chuàng)始人參與創(chuàng)建多個(gè)連鎖品牌并擔(dān)任連鎖公司執(zhí)行總經(jīng)理、總經(jīng)理等職。2007年加入和君咨詢并擔(dān)任和君咨詢合伙人兼連鎖研究咨詢中心負(fù)責(zé)人。2017年創(chuàng)立和弘咨詢，專注于連鎖與特許經(jīng)營企業(yè)咨詢服務(wù)，咨詢或培訓(xùn)過的連鎖或特許經(jīng)營企業(yè)上千家。擔(dān)任中國連鎖經(jīng)營協(xié)會、中國商業(yè)聯(lián)合會、中國合作貿(mào)易企業(yè)協(xié)會等行業(yè)組織的專家顧問，也是清華大學(xué)、北京師范大學(xué)、中國會計(jì)學(xué)院、中國藥科大學(xué)等EMBA班、總裁班、校長班的特聘導(dǎo)師、全國大專院校連鎖經(jīng)營專業(yè)系列教材編委會副主任。?出版著作有《特許經(jīng)營實(shí)務(wù)》等，發(fā)表專業(yè)文章數(shù)十篇，專業(yè)媒體采訪報(bào)道數(shù)百篇次。

第1 章 特許經(jīng)營基礎(chǔ)知識··································································································1
1.1 特許經(jīng)營的概念和分類···························································································3
1.1.1 特許經(jīng)營的定義································································································3
1.1.2 特許經(jīng)營的本質(zhì)································································································5
1.1.3 特許經(jīng)營的分類································································································7
1.2 特許經(jīng)營模式辨析···································································································8
1.2.1 特許經(jīng)營與其他連鎖模式···················································································9
1.2.2 特許經(jīng)營與其他分銷模式·················································································11
1.2.3 特許經(jīng)營與其他授權(quán)模式·················································································12
1.3 特許經(jīng)營的優(yōu)勢與劣勢·························································································13
1.3.1 特許經(jīng)營的優(yōu)勢······························································································13
1.3.2 特許經(jīng)營的劣勢······························································································15
1.4 特許經(jīng)營的發(fā)展?fàn)顩r·····························································································16
1.4.1 特許經(jīng)營起源及其在全球的發(fā)展·······································································16
1.4.2 特許經(jīng)營在我國的發(fā)展前景·············································································17
第2 章 特許經(jīng)營企業(yè)戰(zhàn)略規(guī)劃·························································································21
2.1 特許經(jīng)營可行性分析·····························································································22
2.1.1 特許經(jīng)營可行性分析的意義·············································································22
2.1.2 特許經(jīng)營可行性分析的內(nèi)容·············································································23
2.1.3 特許經(jīng)營可行性分析的常用方法·······································································27
2.1.4 特許經(jīng)營可行性分析報(bào)告的撰寫·······································································32
2.2 特許經(jīng)營戰(zhàn)略規(guī)劃·································································································35
2.2.1 特許經(jīng)營戰(zhàn)略規(guī)劃概述····················································································36
2.2.2 特許經(jīng)營戰(zhàn)略目標(biāo)規(guī)劃····················································································36
2.2.3 特許經(jīng)營發(fā)展市場選擇····················································································38
2.2.4 特許經(jīng)營授權(quán)模式選擇····················································································39
2.2.5 特許經(jīng)營戰(zhàn)略支撐體系····················································································40
第3 章 特許經(jīng)營總部組織建設(shè)·························································································43
3.1 特許經(jīng)營體系結(jié)構(gòu)與總部定位··············································································45
3.1.1 特許經(jīng)營體系的整體結(jié)構(gòu)·················································································45
3.1.2 特許經(jīng)營總部的角色定位·················································································46
3.1.3 特許經(jīng)營總部的支持職能·················································································47
3.2 特許經(jīng)營組織結(jié)構(gòu)設(shè)計(jì)·························································································49
3.2.1 特許經(jīng)營企業(yè)的特點(diǎn)與組織結(jié)構(gòu)設(shè)計(jì)原則·························································49
3.2.2 特許經(jīng)營總部組織結(jié)構(gòu)設(shè)計(jì)·············································································50
3.2.3 特許經(jīng)營總部的部門職能·················································································52
3.3 特許經(jīng)營總部流程與制度建設(shè)··············································································54
3.3.1 特許經(jīng)營總部流程與制度建設(shè)概述···································································54
3.3.2 特許經(jīng)營總部流程設(shè)計(jì)····················································································54
3.3.3 特許經(jīng)營總部制度建設(shè)····················································································56
第4 章 特許經(jīng)營單店模式設(shè)計(jì)·························································································60
4.1 單店的概念與類型·································································································62
4.1.1 單店的概念和意義···························································································62
4.1.2 單店的類型及特點(diǎn)···························································································64
4.1.3 單店與業(yè)態(tài)·····································································································65
4.2 單店模式設(shè)計(jì)的原則與思路··················································································68
4.2.1 單店模式設(shè)計(jì)的原則·······················································································68
4.2.2 單店模式設(shè)計(jì)的思路·······················································································70
4.3 單店盈利模式提煉與設(shè)計(jì)·····················································································70
4.3.1 顧客定位········································································································70
4.3.2 選址模型········································································································73
4.3.3 商品組合········································································································76
4.3.4 營銷策略········································································································77
4.3.5 財(cái)務(wù)測算········································································································79
4.4 單店運(yùn)營模式與形象識別系統(tǒng)設(shè)計(jì)······································································81
4.4.1 單店組織結(jié)構(gòu)與崗位設(shè)計(jì)·················································································81
4.4.2 單店運(yùn)營流程化和標(biāo)準(zhǔn)化設(shè)計(jì)··········································································83
4.4.3 單店形象識別系統(tǒng)設(shè)計(jì)····················································································89
4.5 特許經(jīng)營操作手冊的作用、意義和編制······························································91
4.5.1 特許經(jīng)營操作手冊的作用和意義·······································································91
4.5.2 特許經(jīng)營操作手冊的編制·················································································92
第5 章 特許經(jīng)營加盟模式設(shè)計(jì)·························································································97
5.1 特許經(jīng)營加盟模式概述·························································································99
5.1.1 特許經(jīng)營加盟模式的概念與意義·······································································99
5.1.2 特許經(jīng)營加盟模式的設(shè)計(jì)原則········································································100
5.2 特許經(jīng)營權(quán)的設(shè)計(jì)·······························································································101
5.2.1 特許經(jīng)營權(quán)的概念與構(gòu)成···············································································101
5.2.2 特許經(jīng)營基礎(chǔ)性權(quán)益設(shè)計(jì)···············································································102
5.2.3 特許經(jīng)營約束性權(quán)益設(shè)計(jì)···············································································104
5.3 特許經(jīng)營授權(quán)模式選擇·······················································································105
5.3.1 單店特許授權(quán)模式·························································································105
5.3.2 區(qū)域特許授權(quán)模式·························································································108
5.3.3 其他類型的授權(quán)模式····················································································.111
5.3.4 特許經(jīng)營授權(quán)模式選擇需要考慮的因素···························································113
5.4 特許經(jīng)營費(fèi)用設(shè)計(jì)·······························································································115
5.4.1 加盟費(fèi)·········································································································115
5.4.2 特許權(quán)使用費(fèi)·······························································································116
5.4.3 廣告基金、保證金及其他費(fèi)用········································································117
第6 章 特許經(jīng)營推廣與招商··························································································122
6.1 加盟商模型···········································································································124
6.1.1 加盟商模型的概念與意義···············································································124
6.1.2 影響加盟商模型的主要因素···········································································125
6.1.3 加盟商模型的基本要素··················································································125
6.2 特許經(jīng)營推廣渠道與策略···················································································126
6.2.1 特許經(jīng)營店面推廣策略··················································································126
6.2.2 特許經(jīng)營展會推廣策略··················································································128
6.2.3 特許經(jīng)營傳統(tǒng)媒體推廣策略···········································································130
6.2.4 特許經(jīng)營網(wǎng)絡(luò)新媒體推廣策略········································································132
6.3 特許經(jīng)營推廣與招商的流程和關(guān)鍵環(huán)節(jié)····························································134
6.3.2 加盟商甄選與評估·························································································136
6.3.3 加盟店選址調(diào)查評估·····················································································140
第7 章 特許經(jīng)營培訓(xùn)與訓(xùn)練··························································································148
7.1 特許經(jīng)營培訓(xùn)概述·······························································································149
7.1.1 特許經(jīng)營培訓(xùn)系統(tǒng)的重要性···········································································149
7.1.2 特許經(jīng)營培訓(xùn)組織建設(shè)··················································································151
7.1.3 特許經(jīng)營培訓(xùn)形式·························································································153
7.2 特許經(jīng)營培訓(xùn)課程體系規(guī)劃與設(shè)計(jì)····································································156
7.2.1 特許經(jīng)營培訓(xùn)的對象、內(nèi)容···········································································156
7.2.2 總部對加盟店的培訓(xùn)分類···············································································156
7.2.3 特許經(jīng)營培訓(xùn)課程體系規(guī)劃···········································································157
7.3 特許經(jīng)營培訓(xùn)師師資開發(fā)與管理········································································159
7.3.1 培訓(xùn)師的開發(fā)選擇·························································································159
7.3.2 培訓(xùn)師的培訓(xùn)與考核評估···············································································160
第8 章 特許經(jīng)營運(yùn)營與督導(dǎo)··························································································164
8.1 特許經(jīng)營運(yùn)營與督導(dǎo)管理···················································································166
8.1.1 特許經(jīng)營運(yùn)營與督導(dǎo)管理概述········································································166
8.1.2 特許經(jīng)營運(yùn)營與督導(dǎo)管理組織建設(shè)·································································168
8.1.3 特許經(jīng)營運(yùn)營與督導(dǎo)管理常用方法·································································170
8.2 特許經(jīng)營關(guān)系管理·······························································································173
8.2.1 特許經(jīng)營關(guān)系管理概述··················································································173
8.2.2 影響特許經(jīng)營關(guān)系的常見問題········································································175
8.2.3 特許經(jīng)營關(guān)系管理的方法···············································································178
8.3 特許經(jīng)營體系持續(xù)改進(jìn)與創(chuàng)新············································································180
8.3.1 特許經(jīng)營體系持續(xù)改進(jìn)與創(chuàng)新的必要性···························································180
8.3.2 特許經(jīng)營體系持續(xù)改進(jìn)與創(chuàng)新的理念和方法····················································181
第9 章 特許經(jīng)營合同與法律實(shí)務(wù)···················································································186
9.1 特許經(jīng)營法律概述·······························································································188
9.1.1 法律運(yùn)用對特許經(jīng)營的重要性········································································188
9.1.2 特許經(jīng)營涉及的主要法律法規(guī)········································································189
9.1.3 《商業(yè)特許經(jīng)營管理?xiàng)l例》要點(diǎn)解析································································190
9.2 特許經(jīng)營中的知識產(chǎn)權(quán)保護(hù)················································································192
9.2.1 商標(biāo)權(quán)·········································································································192
9.2.2 商號權(quán)·········································································································195
9.2.3 專利權(quán)·········································································································196
9.2.4 著作權(quán)·········································································································197
9.2.5 商業(yè)秘密······································································································198
9.3 特許經(jīng)營合同·······································································································198
9.3.1 特許經(jīng)營合同的特征與分類···········································································198
9.3.2 訂立特許經(jīng)營合同的基本原則········································································200
9.3.3 特許經(jīng)營合同主要條款設(shè)計(jì)···········································································200
9.4 特許經(jīng)營信息披露·······························································································202
9.4.1 特許經(jīng)營信息披露的意義···············································································202
9.4.2 特許經(jīng)營信息披露的內(nèi)容···············································································203
9.4.3 特許經(jīng)營信息披露的注意事項(xiàng)········································································205
附錄·····································································································································209
附錄A 特許經(jīng)營合同范本·························································································209
附錄B 商業(yè)特許經(jīng)營管理?xiàng)l例·················································································219
附錄C 商業(yè)特許經(jīng)營備案管理辦法·········································································223
附錄D 商業(yè)特許經(jīng)營信息披露管理辦法·································································226