以案说理:特许加盟创业风险的防范与规避  

Case-based Reasoning:Prevention and Avoidance of Franchising Entrepreneurial Risks

作　　者：施玉梅[1] SHI Yu-mei(School of Management,Yangzhou Vocational University,Yangzhou 225009,Jiangsu,China)

机构地区：[1]扬州市职业大学管理学院,江苏扬州225009

出　　处：《江苏商论》2022年第7期17-20,29,共5页Jiangsu Commercial Forum

摘　　要：特许加盟是指加盟商通过支付一定的费用获得特许人的特许经营权,运用特许人的品牌、商标和技术等无形资产创造更大经济价值的商业活动。特许加盟创业的成功率尽管优于个人创业模式,但依然存在一些不可忽视的潜在风险。通过一个真实加盟案例的分析可知,加盟商需要完善自我适应性分析、具备特许经营及相关法规的知识、细致考察特许人及其门店、科学谨慎选址才能做到对加盟创业风险的防范与规避。Franchising refers to a business activity in which the franchisee obtains the franchise right of the franchisor by paying a certain fee, and uses the intangible assets such as the franchisor’s brand, trademark and technology to create greater economic value. Although the success rate of franchise business is better than that of individual business model, there are still some potential risks that cannot be ignored. Through the analysis of a real franchise case, it can be seen that franchisees need to improve self-adaptive analysis, have knowledge of franchising and related laws and regulations, carefully inspect franchisors and their stores, and select locations scientifically and cautiously in order to prevent and avoid the risks of franchising and entrepreneurship.

关 键 词：特许经营 加盟创业 潜在风险 防范与规避 

分 类 号：F71[经济管理—产业经济]