特许经营——旅行社行业发展的新思路

Franchise——a Fresh Idea for the Development of the Travel Service Industry

运用到旅行社的“特许经营”实质是一种产品和服务的营销体系。本文首先就我国政府对旅行社行业的“限制性进入”和国际上通用的“特许经营”进行了概念上的比较 ,澄清了一直以来人们对于特许经营的模糊认识 ;然后从我国旅行社的经营现状出发 ,通过特许经营对旅行社经营现状的补救性作用分析以及特许经营自身的优势描述 ,阐述了旅行社引入特许经营的必要性和潜在收益 ;文章最后参照旅行社的经营特点 ,对特许经营作为一种营销体系的内在机制进行了分析 ,从而得出旅行社引入特而且也是完全可行的。

When applied to the Travel Service Industry, 'franchise' is essentially a marketing system for products and services. This article begins with a concept comparison between government entrance restrictions and the international operation of franchise, thus clarifying long-time misunderstanding on this subject. Based on the status quo of our Travel Service Industry, the second part of the paper will focus on the remedial functions of the franchise if applied to travel services, and on its innate advantages, illuminating the necessity and potential benefits of such application. Reterring to the practical characteristics of the travel services, the third part presents an analysis of the mechanism of franchise as a marketing system, then concludes that the application of franchise to the Travel Service Industry is not only possible but also inevitable.