Paper代寫范例-特許經營的目的是什么？本文是一篇留學生paper寫作范文，主要內容是講述特許經營是一種商品營銷方式，重要的是要理解這一基本事實，一個適當的商業計劃可以確保企業的長期運營和成功，而一個缺乏適當計劃和動機的企業無法在市場和商業世界所提供的激烈競爭中生存。下面就一起來看一下這篇Paper代寫范例的具體內容。

Franchising is a method of marketing goods. It is important that this basic fact is understood; franchising is not an industry – indeed the use of franchising as a marketing method crosses industry borders. The application of franchising principles to each separate industry involves the blending of the ingredients to produce the right and product.

特許經營是一種商品營銷方式。重要的是要理解這一基本事實；特許經營不是一個行業&事實上，特許經營作為一種營銷方法的使用跨越了行業邊界。特許經營原則在每個獨立的行業中的應用涉及到成分的混合，以生產權利和產品。

Having grasped that basic fact, it should be appreciated that as franchising is a marketing method it should be approached in a flexible way. Franchising in its full sense – the business format franchise – may not be a suitable method for your business. However, you may well find that certain elements can have application and provide benefits. If that is so adopt them, even if the end result is that you have not adopted a franchise for your business. In the final analysis you have to make and live with your decisions – if franchising is not right for you, or you are not right for franchising, do not embark on that course for it could well end in disaster. But, you should not lead franchisees into disaster – for that they do not need a franchisor: many of them could manage quite well on their own.

在掌握了這一基本事實后，應該意識到，由于特許經營是一種營銷方法，因此應該以靈活的方式進行處理。特許經營（商業形式的特許經營）可能不適合您的業務。然而，您可能會發現某些元素可以應用并提供好處。如果是這樣的話，采用它們，即使最終結果是你的企業沒有采用特許經營權。歸根結底，你必須做出并接受你的決定——如果特許經營不適合你，或者你不適合特許經營，不要走上這條路，因為它很可能會以災難告終。但是，你不應該把特許經營商帶入災難——因為他們不需要特許經營商：他們中的許多人可以自己經營得很好。

Other methods of marketing which are well known involve all levels from manufacture to retail sale. Some manufacturers or wholesalers appoint agents – those who will act on their behalf with power to undertake binding commitments. Others appoint distributors with whom they have a buyer/seller relationship. The distributor is an independent operator who may sell many competing ranges. Some manufacturers enter into licence agreements with others who manufacture their products or who carry out processes resulting in the production of goods. These arrangements may also involve trade mark licences coupled with know-how agreements under which the licensee manufactures or completes the manufacture of goods for sale.

其他眾所周知的營銷方法涉及從制造到零售的各個層面。一些制造商或批發商指定代理人，這些代理人將代表他們履行有約束力的承諾。其他人則指定與其有買賣關系的分銷商。分銷商是一個獨立的運營商，可以銷售許多相互競爭的產品系列。一些制造商與其他生產其產品或進行產品生產過程的制造商簽訂許可協議。這些安排還可能涉及商標許可證和專有技術協議，根據這些協議，被許可人制造或完成銷售貨物的制造。

None of these agreements is the sort of marketing method with which this manual is specifically concerned although, at times, business people refer to them as ‘franchises’. The expression ‘franchise’ is also used to describe the right given for the operation of commercial TV and radio networks. The operation of a motor car manufacturers’ dealership is usually called a ‘franchise’ and in many cases quite rightly so.

這些協議都不是本手冊特別關注的營銷方法，盡管有時商務人士將其稱為“特許經營”。“特許經營權”一詞也用于描述商業電視和廣播網絡的運營權。汽車制造商經銷商的經營通常被稱為“特許經營”，在許多情況下，這是非常正確的。

The suggestion fell on open minds who really understood that it was possible to expand a network using the financial and manpower resources of others. However, the franchisor had to develop an infrastructure to enable it to cope. That infrastructure, the way in which it is put together and sustained, is what this manual is concerned to explain.

這一建議落在了那些真正理解利用他人的財力和人力資源擴大網絡是可能的開明人士身上。然而，特許人必須開發一個基礎設施，使其能夠應對。這一基礎設施，以及它的組合和維持方式，正是本手冊所要解釋的。

FACTS TO SUPPORT – ADVANTAGES 需要支持的事實-優勢

For franchisors 對于特許經營商

Expansion 膨脹

Franchising is one of the only means available to access venture investment capital without the need to give up control of the operation of the chain in the process. After the brand is carefully designed and properly executed, franchisors are able to sell franchises and expand rapidly across countries using the resources of their franchisees, earn profits commensurate with their contribution to those societies while greatly minimixing the risk and expense that would be inherent in conventional chain operations.

特許經營是獲得風險投資資金的唯一途徑之一，而無需在此過程中放棄對鏈運營的控制。在品牌經過精心設計和正確執行后，特許經營商能夠銷售特許經營權，并利用其特許經營商的資源在各國迅速擴張，賺取與其對這些社會的貢獻相稱的利潤，同時大大降低傳統連鎖經營固有的風險和費用。

Legal considerations 法律考慮

The franchisor is relieved to obtain the necessary licenses and permits to start a new outlets. In some jurisdictions, certain permits are more easily obtained by locally based, owner-operator type applicants while companies based outside the jurisdiction find it difficult if not impossible to get such licences issued to them directly. For this reason, hotel and restaurant chains that sell alcohol often have no viable option but to franchise if they wish to expand to another state. Additionally, the franchisor is relieved of the obligation to carry liability insurance on the independently owned franchise units that produce the gross sales of the franchised system since this is the obligation and responsibility of the franchisees under the franchise agreement. As long as the franchisor’s operational manuals is followed by the franchisees, the franchisors are generally always protected from any liability for any incident that occurs on the property of the franchisee. Franchisors can sell franchises without making any representations.

特許人可以放心地獲得開辦新門店所需的執照和許可。在一些司法管轄區，某些許可證更容易由當地的所有者-經營者類型的申請人獲得，而司法管轄區以外的公司則發現直接向他們發放此類許可證即使不是不可能，也很困難。出于這個原因，出售酒類的連鎖酒店和餐廳如果想擴展到另一個州，通常別無選擇，只能特許經營。此外，特許人被免除對產生特許經營系統總銷售額的獨立擁有的特許經營單位進行責任保險的義務，因為這是特許經營協議項下特許經營商的義務和責任。只要特許經營商遵守特許經營商的操作手冊，特許經營商通常會受到保護，免于對特許經營商財產上發生的任何事件承擔任何責任。特許經營商可以在不作任何陳述的情況下出售特許經營權。

Operational considerations 操作注意事項

Franchisees are said to have a greater incentive than direct employees to operate their businesses because they have a direct stake in the start up of the branded business and the tangible assets that wear the brand name. The need of franchisors to closely scrutinize the day to day operations of franchisees is greatly decreased. Franchisors can increase their profits on the gross sales of the franchisees and avoid the operational expenses for the physical units that wear their brand names. Franchisors can decrease their risk and therefore increase their profits as their franchisees bear the expense of operating the units and the expense of being employers.

據說，特許經營商比直接員工更有動力經營自己的業務，因為他們在品牌業務的啟動和使用品牌名稱的有形資產中有直接的利害關系。特許經營商對特許經營商的日常運營進行嚴格審查的需求大大減少。特許經營商可以從特許經營商的總銷售額中增加利潤，并避免佩戴其品牌名稱的實體單位的運營費用。特許經營商可以降低他們的風險，從而增加他們的利潤，因為他們的特許經營商承擔運營單位的費用和作為雇主的費用。

For franchisees 對于特許經營商

Employment 工作

Opening a franchise is a way of personal business.

開設特許經營權是個人經營的一種方式。

Quick start 快速啟動

As practiced in retailing, franchising offers franchisees the advantage of starting up a new business faster based on a proven trademark and formula of doing business, as opposed to having to build a new business and brand from scratch. A well run franchise would offer from site selection to lease negotiation, training and ongoing support and statutory requirements and troubleshooting.

正如零售業所實踐的那樣，特許經營為特許經營商提供了一個優勢，即在經過驗證的商標和經營模式的基礎上更快地開辦新業務，而不是必須從頭開始建立新的業務和品牌。運營良好的特許經營將提供從選址到租賃談判、培訓和持續支持、法定要求和故障排除等服務。

Training 訓練

Franchisors usually offer franchisees significant training, which is not available for free to individuals starting their own business. Although training is not always free for franchisees, it is sometimes supported through the traditional franchise fee that the franchisor collects and tailored to the business that is being started. When training fees and travel expenses, etc.. are required beyond the initial franchise fee, these fees are deductible as part of the startup expenses of the business.

特許經營商通常為特許經營商提供重要的培訓，而這并不是免費提供給創業的個人。盡管對特許經營商來說，培訓并不總是免費的，但有時會通過特許經營商收取的傳統特許經營費來支持培訓，并根據正在開展的業務量身定制。當培訓費和差旅費等。。除初始特許經營費外，這些費用可作為企業啟動費用的一部分扣除。

FACTS TO OBJECT – DISADVANTAGES反對的事實-缺點

For franchisors 對于特許經營商

Limited pool of viable franchisees 可行的特許經營商數量有限

In any city, there may be only a limited pool of prospects who have both the desire to purchase and start up a franchised business, as compared to the pool of individuals who can be hired and trained to competently manage directly-owned businesses, as paid employees. However, in periods of recession where traditional good jobs are in short supply, this disadvantage disappears because those who can’t find good jobs are willing to invest money in a franchise as a means of self-employment.

在任何一個城市，可能只有有限的潛在客戶，他們既有購買和開辦特許經營企業的愿望，而可以被雇傭并接受培訓，以勝任管理直接所有企業的個人，如帶薪員工。然而，在經濟衰退時期，傳統的好工作供不應求，這種劣勢消失了，因為那些找不到好工作的人愿意把錢投資于特許經營，作為自營職業的一種手段。

Control 控制

Successful franchising necessitates a much more careful vetting process when evaluating the limited number of potential franchisees than would be required in the hiring of direct employees who may have experience in the concept sector. An incompetent manager of a directly-owned outlet can easily be replaced, while, regardless of the local laws and agreements in place, removing an incompetent franchisee who owns the tangible assets of the business is much more difficult.

在評估有限數量的潛在特許經營商時，成功的特許經營需要比雇傭可能在概念行業有經驗的直接員工時更仔細的審查過程。一個不稱職的直銷店經理很容易被替換，而無論當地法律和協議如何，罷免一個擁有企業有形資產的不稱職的特許經營商要困難得多。

For franchisees 對于特許經營商

No guarantee 沒有保證

There is no guarantee of financial success for the franchisee made by the franchisor in the written disclosure circular and the actual franchise agreement. While the estimated startup costs of the franchise are an implied “earnings claim” some franchised outlets do fail. Unfortunately, the unit financial performance statistics are not required to be disclosed to new buyers of franchises and this omission makes it impossible for new buyers of franchises to assess the odds of success and failure of their investment in the franchise in terms of profitability and failure as experienced on a unit basis of the franchise system.

特許人在書面披露通知和實際特許經營協議中無法保證特許經營商的財務成功。雖然特許經營的估計啟動成本是一種隱含的“收益索賠”，但一些特許經營店確實失敗了。不幸地單位財務業績統計數據不需要向特許經營權的新買家披露，并且這一遺漏使得特許經營權新買家無法根據特許經營系統的單位基礎上所經歷的盈利能力和失敗能力來評估他們在特許經營權上的投資的成功和失敗幾率。

Control 控制

For franchisees, the disadvantage of franchising is a loss of control. While they gain the use of a system, assistance, training, marketing, the franchisee is required to follow the system and get approval for changes from the franchisor. For these reasons, franchisees and entrepreneurs are very different. A franchisee “is merely a temporary business investment where he may be one of several investors during the lifetime of the franchise. In other words, he is “renting” the opportunity, not “buying a business for the purpose of true ownership.” Additionally, “A franchise purchase consists of both intrinsic value and time value. A franchise is a wasting asset due to the finite term: the franchisor is only obliged to renew the franchise if it chooses to contract for that obligation.”

對于特許經營商來說，特許經營的缺點是失去控制。當他們獲得系統、協助、培訓和營銷的使用時，特許經營商必須遵守該系統，并獲得特許經營商的變更批準。出于這些原因，加盟商和企業家是截然不同的。特許經營商“只是一種臨時的商業投資，在特許經營期內，他可能是幾個投資者之一。換句話說，他是在“租用”機會，而不是“為了真正的所有權而購買企業”此外，“特許經營權購買包括內在價值和時間價值。由于有限的期限，特許經營權是一種浪費性資產：只有在特許人選擇簽訂合同的情況下，特許人才有義務續訂特許經營權。”

Price 價格

Starting a franchise business carries expenses. In choosing to adopt the standards set by the franchisor, the franchisee often has no further choice as to signage, uniforms etc. The franchisee may not be allowed to source less expensive alternatives. Added to that is the franchise fee and ongoing royalties and advertising contributions. The contract may also bind the franchisee to such alterations as demanded by the franchisor from time to time.

開辦一家特許經營企業需要開支。在選擇采用特許人制定的標準時，特許經營商通常在標識、制服等方面別無選擇。特許經營商可能不被允許尋找價格較低的替代品。除此之外，還有特許經營費、持續使用費和廣告費。本合同還可約束特許經營商，使其接受特許經營商不時要求的變更。

Conflicts 沖突

The franchisor/franchisee relationship can easily cause conflict if either side is acting in bad faith. An incompetent franchisor can damage its franchisees by failing to promote the brand properly or by squeezing them too aggressively for profits. Franchise agreements is unilateral contracts wherein the contract terms generally are advantageous to the franchisor when there is conflict in the relationship.

如果任何一方的行為不誠實，特許人/被特許人的關系很容易引發沖突。一個不稱職的特許經營商可能會因為未能正確宣傳品牌或為了利潤而過于激進地壓榨特許經營商而損害其特許經營商。特許經營協議是單方面合同，當關系發生沖突時，合同條款通常對特許人有利。

Summary 摘要

Yes, franchising is the best business plan. Why?

是的，特許經營是最好的商業計劃。為什么？

Franchising your business can be a very successful way of expanding. Some of today’s largest businesses have used franchising to finance and accelerate their growth into world brands – McDonalds, Kentucky Fried Chicken, Pizza Hut, Burger King, Body Glove and the Body Shop.

特許經營是一種非常成功的擴張方式。如今，一些最大的企業已經利用特許經營來融資，并加速其成長為世界品牌——麥當勞、肯德基、必勝客、漢堡王、Body Glove和Body Shop。

However, franchising must be planned step by step: –

但是，特許經營必須逐步規劃：

It must be pilot tested with company owned and operated outlets.

它必須在公司擁有和運營的網點進行試點測試。

Business must be successful, distinctive & replicable.

商業必須是成功的、獨特的和可復制的。

Take proper professional advice – Solicitor, Banker, Accountant and possibly Franchise Consultant.

聽取適當的專業建議——律師、銀行家、會計師以及可能的特許經營顧問。

Take time to write an operations manual.

花點時間寫一本操作手冊。

Choose franchisees very carefully and wisely.

非常謹慎和明智地選擇加盟商。

Avoid overselling and forecasts.

避免過度銷售和預測。

Focus on franchisee satisfaction and profitability.

關注加盟商的滿意度和盈利能力。

Have first class training.

接受一流的培訓。

Maintain good ongoing relationships.

保持良好的持續關系。

Keep developing the Franchise’s status and maintain standards.

不斷發展特許經營的地位并保持標準。

Ensure marketing, advertising and PR are first class.

確保營銷、廣告和公關是一流的。

In commercial practice there are some elements which considers fundamental in full business format franchising. These are:

在商業實踐中，有一些要素被認為是全商業模式特許經營的基礎。這些是：

The provision to the franchisee by the franchisor of initial training in the operations of the franchised business – this is perhaps stating the obvious for the franchisee would not be able to carry on the franchised business without such training.

特許人向特許經營商提供特許經營業務運營方面的初步培訓——這可能說明了一個顯而易見的事實，即特許經營商在沒有此類培訓的情況下將無法開展特許經營業務。

The fact that a franchisee will own their business; the franchisee is the owner of the business although they are obliged to run it in accordance with the franchisor’s system and under the umbrella of the franchisor’s name.

事實上，特許經營商將擁有他們的企業；特許經營商是企業的所有者，盡管他們有義務按照特許經營商的制度并在特許經營商的名義下經營企業。

The franchisee will have to make a capital investment in their business. This is very important. The franchisee must have their own resources at risk. The investment they make must be sufficiently significant in relation to the franchisee’s total resources for the person to be worried that they might lose it. Conversely they will find motivation in their ability to increase the value of their investment in addition to producing a profit annually. A well-motivated franchisee with their own resources at stake will invariably conduct the business far better than any manager would, to the mutual advantage of themselves and the franchisor.

特許經營商將不得不對他們的業務進行資本投資。這一點非常重要。特許經營商必須將自己的資源置于危險之中。他們所做的投資相對于特許經營商的總資源來說必須足夠重要，讓人擔心他們可能會失去這筆投資。相反，除了每年盈利外，他們還會從增加投資價值的能力中找到動力。一個積極性很強的特許經營商，在自己的資源受到威脅的情況下，總是會比任何經理都更好地開展業務，這對他們自己和特許經營商都有利。

The advantages of franchising for a franchisor may be summarised as:

特許經營對特許人的優勢可以概括為：

The growth of the network is achieved using the financial and manpower resources of the franchisee;

網絡的增長是利用特許經營商的財力和人力資源實現的；

The franchisor is not concerned with the day to day operation of each outlet;

特許人不關心每個門店的日常運營；

The franchisor’s organization is compact and can earn profits without involvement of high capital risk;

特許人的組織結構緊湊，可以在不涉及高資本風險的情況下賺取利潤；

The network has an ability to grow rapidly;

網絡具有快速增長的能力；

The franchisor has less staff and it’s problems;

特許經營商的員工較少，而且存在問題；

The management of each outlet is the owner who will tend to be well motivated to be successful;

每個門店的管理層都是擁有者，他們往往會有很好的動力取得成功；

It provides wider outlets for products and services;

它為產品和服務提供了更廣泛的渠道；

It enables the franchisor to service national customers using their network of outlets.

它使特許經營商能夠使用其網點網絡為全國客戶提供服務。

Franchising is an exciting marketing method; when it is properly structured and well run it provides benefits and satisfaction for both parties. It is not an easy route to riches for franchisor or franchisee nor is it a panacea for the ills of a ‘sick’ business. The establishment of a franchise has to be under-take with skill, patience and capital. The time scale for establishing a franchise system and preparing it for marketing can be as long as two years and it can take another three to six years before the franchisor begins to see net profits and cash flow. The capital requirements of the franchisor have to reflect these time spans.

特許經營是一種令人興奮的營銷方法；當它的結構合理且運行良好時，它會為雙方帶來利益和滿足感。對于特許經營商或特許經營商來說，這不是一條容易致富的道路，也不是治療“病態”企業弊病的靈丹妙藥。特許經營權的建立必須有技巧、耐心和資本。建立特許經營體系并為其營銷做準備的時間跨度可能長達兩年，可能還需要三到六年，特許人才能開始看到凈利潤和現金流。特許人的資本要求必須反映這些時間跨度。

For an example of Franchise Opportunity 以特許經營機會為例

RIDPEST is a key player in the pest control industry in Malaysia and the first of its kind to embark on the franchise route. The driving force behind the growth and recognition of the RIDPEST brand is a strong set of corporate values that translates into continued growth for the future.

RIDPEST是馬來西亞害蟲防治行業的關鍵參與者，也是第一家走上特許經營路線的公司。RIDPEST品牌增長和認可背后的驅動力是一套強大的企業價值觀，這些價值觀轉化為未來的持續增長。

Franchising is undoubtedly one of the fastest-growing sectors of the Malaysian economy. Smart new business owners prefer a franchise, because it helps lower the risks of starting out, and offers savings on things like marketing and purchasing product.

特許經營無疑是馬來西亞經濟增長最快的部門之一。聰明的新企業主更喜歡特許經營，因為這有助于降低創業風險，并在營銷和購買產品等方面節省開支。

Over the years RIDPEST had developed and refined its system to the point where we believe it gives its franchisees the very best chance to build a successful business.

多年來，RIDPEST開發和完善了其系統，我們相信它為其特許經營商提供了建立成功業務的最佳機會。

CONCLUSION 結論

A proper business plan ensure the long run and success of a business whereas a business which lacks of proper plans and motivation cannot survive in the market and the tough competition the business world have to offer.

一個適當的商業計劃可以確保企業的長期運營和成功，而一個缺乏適當計劃和動機的企業無法在市場和商業世界所提供的激烈競爭中生存。

There are many ways a business plan is introduce and implemented in a trade. However, to have a proper business plan it is necessary that the business plan is on proper format and is not made casually or hastil.

在貿易中引入和實施商業計劃有多種方式。然而，要想有一個合適的商業計劃，商業計劃必須采用合適的格式，而不是隨意制定的。

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