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······························································································15 1.4 特许经营的发展状况·····························································································16 1.4.1 特许经营起源及其在全球的发展·······································································16 1.4.2 特许经营在我国的发展前景·············································································17 第2 章 特许经营企业战略规划·························································································21 2.1 特许经营可行性分析·····························································································22 2.1.1 特许经营可行性分析的意义·············································································22 2.1.2 特许经营可行性分析的内容·············································································23 2.1.3 特许经营可行性分析的常用方法·······································································27 2.1.4 特许经营可行性分析报告的撰写·······································································32 2.2 特许经营战略规划·································································································35 2.2.1 特许经营战略规划概述····················································································36 2.2.2 特许经营战略目标规划····················································································36 2.2.3 特许经营发展市场选择····················································································38 2.2.4 特许经营授权模式选择····················································································39 2.2.5 特许经营战略支撑体系····················································································40 第3 章 特许经营总部组织建设·························································································43 3.1 特许经营体系结构与总部定位··············································································45 3.1.1 特许经营体系的整体结构·················································································45 3.1.2 特许经营总部的角色定位·················································································46 3.1.3 特许经营总部的支持职能·················································································47 3.2 特许经营组织结构设计·························································································49 3.2.1 特许经营企业的特点与组织结构设计原则·························································49 3.2.2 特许经营总部组织结构设计·············································································50 3.2.3 特许经营总部的部门职能·················································································52 3.3 特许经营总部流程与制度建设·············································