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···································································
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。
23年，1000+个特许经营实战、咨询、培训案例研究成果结晶中小微企业借力特许经营成为行业领袖的智慧之书
连锁经营与特许经营实战型咨询专家文志宏23年，1000+个特许经营实战、咨询、培训案例研究成果结晶。描绘了特许经营运营全景、提供了大量特许经营实操方法和案例，卓越连锁人的制胜法宝1. 系统性对于连锁经营和特许经营来说，系统决定成败。开展特许经营必须进行系统思考和规划，本书的内容结构也是基于开展特许经营的系统思考和规划而展开的。除了第1 章内容作为基础知识，其余8 章分别围绕战略规划、组织建设、模式设计、推广运营等从规划到落地的特许经营实际运行的步骤而展开。其中，考虑到特许经营法律实务的重要性和特殊性，将其单列一章放在最后，这样使读者既能了解特许经营运行的全景，又能掌握核心模块的关键环节。
2. 实务性本书中的很多思想、理念、方法和案例，来自作者基于一线实战与研究的总结和提炼。本书还紧密配合各个章节的具体内容，选编了50多个具有代表性的特许经营案例，使读者能够通过这些典型案例，加强对特许经营实务操作的理解。
同时，本书采取模块化的编写方式，既考虑了内容的系统性，又方便不同层次的读者根据各自的基础进行选读。另外，本书还紧密结合连锁与特许经营企业内部培训和院校连锁经营专业教学要求，设计了职业指导、案例分析、实训等内容，使读者能够通过理论学习及实习、实训，在实际的专业技能上得到锻炼和提高，以更好地适应特许经营企业发展的需求。
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。
"1. 系统性 对于连锁经营和特许经营来说，系统决定成败。开展特许经营必须进行系统思考和规划，本书的内容结构也是基于开展特许经营的系统思考和规划而展开的。除了 章内容作为基础知识，其余8 章分别围绕战略规划、组织建设、模式设计、推广运营等从规划到落地的特许经营实际运行的步骤而展开。其中，考虑到特许经营法律实务的重要性和特殊性，将其单列一章放在很后，这样使读者既能了解特许经营运行的全景，又能掌握核心模块的关键环节。 2. 实务性 本书中的很多思想、理念、方法和案例，来自作者基于一线实战与研究的总结和提炼。本书还紧密配合各个章节的具体内容，选编了50多个具有代表性的特许经营案例，使读者能够通过这些典型案例，加强对特许经营实务操作的理解。 同时，本书采取模块化的编写方式，既考虑了内容的系统性，又方便不同层次的读者根据各自的基础进行选读。另外，本书还紧密结合连锁与特许经营企业内部培训和院校连锁经营专业教学要求，设计了职业指导、案例分析、实训等内容，使读者能够通过理论学习及实习、实训，在实际的专业技能上得到锻炼和提高，以更好地适应特许经营企业发展的需求。 "
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