“高飞稳落”式国际特许经营电子商务战略

A Soft-landing E-business Strategy in International Franchising

由美国企业孵化器协会创导的"软着陆"策略,是一个以帮助企业顺利拓展国际市场,避免无防备挫败的渐进缓冲过程。笔者围绕"软着陆"概念,提出的"高飞稳落"框架,旨在为连接在校大学生和意图拓展国际市场的企业界提供一个概念平台,并借此平台挖掘培养商业才俊。为演示可操作性,笔者将"高飞稳进"框架实证性地运用于特许经营行业中。这不仅因为特许经营模式就是一个不断孵化新企业的过程,还因为国际特许经营是广为企业采用的全球发展战略,尤其是在拓展新兴市场方面。随着电子商务的普及,网络特许经营作为一个新的电子商务模式出现了。这是一种借助互联网的力量管理全球供需过程,并将国际特许经营管理与当地或局部运营整合。正是这种新的模式的出现,使得特许经营商业模式应用更加广泛,同时也带来新的商机。特许经营成功的核心在于管理特许商与加盟商之间的良好关系。"飞高稳落"电子商务战略框架在孕育发展良好的特许商与加盟商间的合作关系,不断壮大特许企业中扮演着重要角色。

Soft landings, originated by the National Business Incubation Association, is a process to help acompany from one country land softly-without crashing-into the market of another country.The ＂Flying High, Landing Soft＂ curriculum serves as a platform of cultivating talentedlandings companies by linking university or college students with business communities engagedpeople for the softin the soft landingsprogram. In this paper, we apply the ＂ Flying High, Landing Soft＂ curriculum to the franchise indus-try. International franchising as a global growth strategy,, especially in emerging markets, is gaining itspopularity.The popularity of franchising continues to increase, as we witness an emergence of a new e-business model, Netch-ising, which is the combination power of the Internet for global demand-and-supply processes and the internationalfranchisingarrangement for local responsiveness. The essence of franchising lies in managing the good relationshipbetween the franchisor and the franchisee. The ＂Flying High, Landing Soft＂ e-business strategy plays an importantrole in growing and nurturing such a good relationship.