论中式快餐的特许经营战略  

On the Franchise Strategy of Chinese Fast-food Industry

作　　者：孙二平[1] 席志民[1] 彭仪瑞 

机构地区：[1]华东师范大学商学院,上海200062

出　　处：《商业研究》2000年第10期26-28,共3页Commercial Research

摘　　要：中式快餐在立足于中国传统饮食文化的基础上，有效地引进特许经营模式，借鉴国内外发展特许经营的经验教训，趋利避害，以成功地实现低成本扩张，提高品牌的市场占有率，保护未来市场。Based on traditional Chinese food culture, we introduce franchise into Chinese fast-food industry effectively.Many problems that are often encountered in franchising are mentioned and correspondent solutions are suggested in the paper.Based on the affirmative and negative experience of foreign and domestic fast-food enterprise, Chinese fast-food can successfully achieve low-cost business expansion by effectively offering franchise, thus increasing the occupancy rate and preventing the entrance of other brands of fast-food products.

关 键 词：特许经营 中式快餐 无形资产 饮食业 

分 类 号：F719.3[经济管理—产业经济]