特许经营模式产生的原因分析——基于资源—市场匹配能力观点解析

Analysis of the Cause of Mode of Franchise——Based on Matching Ability of Resource and Market

作为一种新型商业模式,特许经营极大的促进了现代商业的发展。但特许经营产生的原因尚无统一定论。文章从企业规模化扩张的角度出发,提出特许经营模式产生的一个新解释,即特许经营模式产生的原动力源自于企业规模化扩张之前,企业凭借现有资源为不断扩张的市场服务,在资源调用能力与市场规模匹配的过程中,为保持平均客户资源含量,企业逐步走向外向联盟并实现优势弹性资源的归核化。在此基础上,经过演变最终导致现代特许经营模式的产生。

As a new business model,franchising has greatly promoted the development of modern business.However,the causes for the franchise are uncertain.From the point of large-scale expansion,this article gives a new explain for franchise that franchise is derived from the large-scale expansion of the enterprise,the enterprises rely on existing resources to service for the expanding market.In order to maintain the average content of client resources,enterprises move toward alliances and refocus to the competitive flexible resources gradually.Moreover,after the evolution,it leads to the emergence of modern franchising eventually.