网络特许经营营销模型的构建

Construction of Network-Franchising Marketing Model

特许经营和电子商务是21世纪的主导商业模式。经过论证,它们两者能够有效结合并形成更先进的商业运作模式,即网络特许经营。文章在介绍特许经营基本特征的基础上分析了网络特许经营的演变过程,并提出网络特许经营的运作方式及营销模型。最后,从营销模型的角度总结并提出网络特许经营需要面对新的内外部环境及挑战。

Franchising and e-commerce are the leading of the 21st century business models. By verification, they can effectively combined and form a more advanced mode of commercial operation, that is, the network-franchising. The article introduced process of the network-franchising based on the basic characteristics of a traditional franchising, and introduced the way of operation and marketing model. Finally, from the perspective of marketing, the article summarized that the network-franchising must face to the new internal and external environment and challenges.