Unit 2 chain operation
Text B
Franchising
A franchise is a right granted to an individual or group to market a company’s goods and services within a certain territory or location. Some examples of today’s popular franchises are McDonald’s, 7-Eleven, Starbucks, and FedEx Kinkos.
There are many different types of franchises. Many people associate only fast-food businesses with franchising. In fact, there are over 120 different types of franchise businesses available today, including automotive, cleaning &maintenance, health &fitness, financial services and pet-related franchises, just to name a few. What is franchising?
Franchising is a business model in which many different owners share a single brand name. A parent company allows entrepreneurs to use the company’s strategies and trademarks; in exchange, the franchisee pays an initial fee and royalties based on revenues. The parent company also provides the franchisee with support, including advertising and training, as part of the franchising agreement.
Franchising is a faster, cheaper form of expansion than adding company-owned stores, because it costs the parent company much less when new stores are owned and operated by a third party. On the other side, potential for revenue growth is more limited because the parent company will only earn a percentage of the earnings from each new store. Seventy different industries use the franchising business model, and according to the International Franchise Association the sector earns more than $1.5 trillion in revenues each year.
Thirty-three countries, including the United States, China, and Australia, have laws that explicitly regulate franchising, with the majority of all other counties having laws which have a direct or indirect impact on franchising. How Franchising Works?
The franchising business model consists of two operating partners: the franchisor, or parent company, and the franchisee, the proprietor that operates one or multiple
store locations. Franchising agreements usually require the franchisee to pay an initial fee plus royalties equal to a certain percentage of the store’s monthly or yearly sales. The franchisee also covers the cost of actually starting and operating the store, including legal fees, construction or occupancy costs, inventory cost, and labor. Franchise agreements usually have a term of between 10 and 20 years, depending on the company.
For the franchisor, the franchise is an alternative to building chain stores to distribute goods that avoids the investments and liability of a chain. The franchisee is said to have a greater incentive than a direct employee because he or she has a direct stake in the business.
The parent company authorizes the franchise’s use of the company’s trademarks (for example, selling Big Mac’s at McDonald’s) as part of the franchising agreement. Additionally, the franchisor provides training and support as well as regional and/or national advertising.
Advantage of the franchising model
Franchisees require less initial capital than independently starting a company and can use proven successful strategies and trademarks.
Franchisees are provided with significant amounts of training, not common to most entrepreneurs.
The franchisor benefits because it can expand rapidly without having to increase its labor force and operating costs, using much less capital.
Franchised stores have a higher margin for the parent company than company-owned stores because of minimal operating expenses in maintaining franchised stores.
Drawback of the franchising model
Franchised stores reduced the amount of control that the parent company has over its product and service, which may lead store qualities to vary greatly from store to store.
Franchisees must pay a percentage of their revenues to the parent company, reducing their overall earnings.
The history of franchising
Franchising began back in the 1850’s when Isaac Merritt Singer invented the sewing machine. In order to distribute his machines outside of his geographical area, and also provide training to customers, Singer began selling licenses to entrepreneurs in different parts of the country. In 1955, Ray Kroc took over a small chain of franchises and built it into today’s most successful fast food franchises in the world, now known as McDonald’s. McDonald’s currently has the most franchise units worldwide of any franchise system.
Today, franchising is helping thousands of individuals be their own boss and own and operate their own business. Franchising allows entrepreneurs to be in business for themselves. There is usually a much higher likelihood of success when an individual opens a franchise as opposed to a mom-and-pop business formula is in place. The products, services, and business operations have already been established.
第二单元 连锁经营
英语班级：3G2
专业班级：物流131
课文翻译：Text A 李星辰，学号13203040114
Text B 姜艳婷，学号13203040111 Text C 李星辰&姜艳婷
B篇 特许经营权
什么是特许经营权？
特许经营权一种在某个领域或场地被授予个体或团体进行公司产品或服务交易的权利。今天风行的特许经营商店有：麦当劳、7-Eleven、星巴克以及联邦快递金考等。
特许经营权有多种不同类型，很多人会将快餐经营与特许经营联系到一起。事实上，如今有超过120种不同类型的连锁经营，其中包括自动化、清洁保养、健康保健、金融服务和与宠物相关的特许店，这里仅列举几例。
什么是特许经营？
特许经营是一种不同企业所有者共享一个品牌名称的经营模式。母公司允许企业家使用本企业的战略和商标；作为交换，特许经营人基于销售收入支付加盟费和经营费，母公司还
提供特许经营人包括广告和培训以及特许经营协定在内的支持。
比起增加直营连锁店，特许经营是一种更为快捷更为节约的扩张形式，因为当新店被第三方机构所有且运营时，母公司花费的资金要少得多；另一方面，由于母公司会从每个新分店抽取所有收入的一定百分点，所以收益增长潜在能力更受限制。据国际经营特许协会统计，有70个不同行业采用特许经营模式，而此领域每年的公司收益愈1.5兆亿美元。
包括美国、中国和澳大利亚在内的33个国家已经制定了详细地直营连锁法律，而剩余的其他国家大多都设有与特许经营直接或间接影响的法律。
特许经营如何运作？
特许经营模式包括两种合伙人：授予特许者或母公司以及特许经营人、运作一个或多个实体店的所有人。特许经营协定通常需要特许经营人支付加盟费，外加等同于这家店每月或者每年销售额的一定比例的版税。特许经营人也需要承担开始运营店铺的费用，包括法律费用、建设或租用成本、库存成本、劳动。依公司而言，特许经营协议通常有10年到20年的有效期限。
对于特许人，特许经营是一种替代建材连锁店配送货物以避免链条的投入和债务的方式。授予特权者的成功依赖于特许经营人（加盟商）的成功。据说加盟商有一个比直接员工更大的动力是因为他或她有直接的利害关系。
母公司授权加盟商特许经营商标（例如，在麦当劳卖巨无霸汉堡的）是特许经营协议的一部分。此外，特许人提供培训和支持，以及区域（和）或国家的广告。
连锁经营模式的优势
1.加盟商（特许经营人）需要较少的初始资本比独立开一个公司，可以利用成功的策略和商标。
2.加盟商提供大量的培训，对大多数企业家来说都非司空见惯。
3.由于它可以迅速扩大而不增加其劳动力和经营成本，用更少的资本使企业获利。
4.连锁商店（专卖店）对于母公司来说要比公司拥有的商店收益更大，因为在维持特许经营店时投入的经营成本最低。
特许经营模式的缺点
1.连锁商店减少了母公司对其产品和服务的数量的控制，这可能会导致储存品质变化很大的商店。
2.特许经营人（加盟商）必须支付一定比例的营业额给母公司，减少了总体的收益。
特许经营之史
特许经营要回溯到十九世纪五十年代。那时伊萨克·梅里特·辛格发明了缝纫机。为了实现机器分配到他所在的地理区域之外，还为客户提供培训，辛格开始销售许可证给全国各地的企业家。1955年，雷·克罗克接手了一个小餐饮连锁加盟店成为了当今世界中最成功的快餐连锁企业，这就是麦当劳。在全世界任何特许经营体系中，麦当劳目前有最多的特许经
