加油站特许经营研究

Study on Filling Station Franchise

特许经营是三种主要连锁经营方式之一,并作为跨区域经营、跨国经营的一种有效形式被跨国石油公司广泛采用。特许经营模式的成功应用,有赖于企业内部核心能力的积累和外部市场环境的约束。在总结国外石油公司实施加油站特许经营成功经验的基础上,分析了特许经营双方利害关系,建议国内成品油零售企业在发展特许经营过程中,不断提升管理输出能力和品牌价值,正确处理好特许经营总部与特许经营加油站的利益关系,从而实现各取所需、相互依存、互利互惠、荣辱与共的合作,达到1+1>1的效果。

As one of the three leading chain operations, franchise isextensively adopted by international petroleum enterprises as aneffective way for trans-regional and trans-national operations.The successful application of franchise depends on theaccumulation of interior core ability of the business, andconstraints of the exterior market environment. Based on thefilling station franchise experiences of foreign petroleumcompanies and analysis of the disadvantages and advantages ofboth parties, it is recommended that domestic product oil retailersconstantly improve the management output capacities and brandvalues during the development of franchise, and balance theinterest between the franchise headquarters and filling stations torealize interdependent and mutual beneficial cooperation andenable a 1+1>1 result.