本书定位为特许经营的实战指南，是在作者从事特许经营20多年实战、研究的基础上，从企业开展特许经营的实际出发，建立清晰的方法论和逻辑框架，理论结合实际，辅以必要的基础知识，并提供大量实操方法和案例，旨在为已开展特许经营或准备开展特许经营的企业提供有效的指引。在本书写作过程中，作者非常注重特许经营基本原理和方法论在实践中的具体应用。总体来说，本书具有专业性、系统性、实务性、时效性四个突出的特点。

文志宏连锁经营与特许经营实战型咨询专家在连锁经营与特许经营企业的战略模式、股权合伙、组织运营及企业大学等核心模块的规划设计上有丰富的实战咨询经验。自1997年始专注于连锁与特许经营的实践，曾作为联合创始人参与创建多个连锁品牌并担任连锁公司执行总经理、总经理等职。2007年加入和君咨询并担任和君咨询合伙人兼连锁研究咨询中心负责人。2017年创立和弘咨询，专注于连锁与特许经营企业咨询服务，咨询或培训过的连锁或特许经营企业上千家。担任中国连锁经营协会、中国商业联合会、中国合作贸易企业协会等行业组织的专家顾问，也是清华大学、北京师范大学、中国会计学院、中国药科大学等EMBA班、总裁班、校长班的特聘导师、全国大专院校连锁经营专业系列教材编委会副主任。?出版著作有《特许经营实务》等，发表专业文章数十篇，专业媒体采访报道数百篇次。

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··············································································54
3.3.1 特许经营总部流程与制度建设概述···································································54
3.3.2 特许经营总部流程设计····················································································54
3.3.3 特许经营总部制度建设····················································································56
第4 章 特许经营单店模式设计·························································································60
4.1 单店的概念与类型·································································································62
4.1.1 单店的概念和意义···························································································62
4.1.2 单店的类型及特点···························································································64
4.1.3 单店与业态·····································································································65
4.2 单店模式设计的原则与思路··················································································68
4.2.1 单店模式设计的原则·······················································································68
4.2.2 单店模式设计的思路·······················································································70
4.3 单店盈利模式提炼与设计·····················································································70
4.3.1 顾客定位········································································································70
4.3.2 选址模型········································································································73
4.3.3 商品组合········································································································76
4.3.4 营销策略········································································································77
4.3.5 财务测算········································································································79
4.4 单店运营模式与形象识别系统设计······································································81
4.4.1 单店组织结构与岗位设计·················································································81
4.4.2 单店运营流程化和标准化设计··········································································83
4.4.3 单店形象识别系统设计····················································································89
4.5 特许经营操作手册的作用、意义和编制······························································91
4.5.1 特许经营操作手册的作用和意义·······································································91
4.5.2 特许经营操作手册的编制·················································································92
第5 章 特许经营加盟模式设计·························································································97
5.1 特许经营加盟模式概述·························································································99
5.1.1 特许经营加盟模式的概念与意义·······································································99
5.1.2 特许经营加盟模式的设计原则········································································100
5.2 特许经营权的设计·······························································································101
5.2.1 特许经营权的概念与构成···············································································101
5.2.2 特许经营基础性权益设计···············································································102
5.2.3 特许经营约束性权益设计···············································································104
5.3 特许经营授权模式选择·······················································································105
5.3.1 单店特许授权模式·························································································105
5.3.2 区域特许授权模式·························································································108
5.3.3 其他类型的授权模式····················································································.111
5.3.4 特许经营授权模式选择需要考虑的因素···························································113
5.4 特许经营费用设计·······························································································115
5.4.1 加盟费·········································································································115
5.4.2 特许权使用费·······························································································116
5.4.3 广告基金、保证金及其他费用········································································117
第6 章 特许经营推广与招商··························································································122
6.1 加盟商模型···········································································································124
6.1.1 加盟商模型的概念与意义···············································································124
6.1.2 影响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 特许经营推广渠道与策略···················································································126
6.2.1 特许经营店面推广策略··················································································126
6.2.2 特许经营展会推广策略··················································································128
6.2.3 特许经营传统媒体推广策略···········································································130
6.2.4 特许经营网络新媒体推广策略········································································132
6.3 特许经营推广与招商的流程和关键环节····························································134
6.3.2 加盟商甄选与评估·························································································136
6.3.3 加盟店选址调查评估·····················································································140
第7 章 特许经营培训与训练··························································································148
7.1 特许经营培训概述·······························································································149
7.1.1 特许经营培训系统的重要性···········································································149
7.1.2 特许经营培训组织建设··················································································151
7.1.3 特许经营培训形式·························································································153
7.2 特许经营培训课程体系规划与设计····································································156
7.2.1 特许经营培训的对象、内容···········································································156
7.2.2 总部对加盟店的培训分类···············································································156
7.2.3 特许经营培训课程体系规划···········································································157
7.3 特许经营培训师师资开发与管理········································································159
7.3.1 培训师的开发选择·························································································159
7.3.2 培训师的培训与考核评估···············································································160
第8 章 特许经营运营与督导··························································································164
8.1 特许经营运营与督导管理···················································································166
8.1.1 特许经营运营与督导管理概述········································································166
8.1.2 特许经营运营与督导管理组织建设·································································168
8.1.3 特许经营运营与督导管理常用方法·································································170
8.2 特许经营关系管理·······························································································173
8.2.1 特许经营关系管理概述··················································································173
8.2.2 影响特许经营关系的常见问题········································································175
8.2.3 特许经营关系管理的方法···············································································178
8.3 特许经营体系持续改进与创新············································································180
8.3.1 特许经营体系持续改进与创新的必要性···························································180
8.3.2 特许经营体系持续改进与创新的理念和方法····················································181
第9 章 特许经营合同与法律实务···················································································186
9.1 特许经营法律概述·······························································································188
9.1.1 法律运用对特许经营的重要性········································································188
9.1.2 特许经营涉及的主要法律法规········································································189
9.1.3 《商业特许经营管理条例》要点解析································································190
9.2 特许经营中的知识产权保护················································································192
9.2.1 商标权·········································································································192
9.2.2 商号权·········································································································195
9.2.3 专利权·········································································································196
9.2.4 著作权·········································································································197
9.2.5 商业秘密······································································································198
9.3 特许经营合同·······································································································198
9.3.1 特许经营合同的特征与分类···········································································198
9.3.2 订立特许经营合同的基本原则········································································200
9.3.3 特许经营合同主要条款设计···········································································200
9.4 特许经营信息披露·······························································································202
9.4.1 特许经营信息披露的意义···············································································202
9.4.2 特许经营信息披露的内容···············································································203
9.4.3 特许经营信息披露的注意事项········································································205
附录·····································································································································209
附录A 特许经营合同范本·························································································209
附录B 商业特许经营管理条例·················································································219
附录C 商业特许经营备案管理办法·········································································223
附录D 商业特许经营信息披露管理办法·································································226