摘要
I
摘要
特许经营作为一种规模化、低成本的智慧型的发展模式，在国外发展已经有一百
多年的历史，是当今世界上最为流行的企业扩张和个人创业途径之一。特许经营在中
国开始进入一个高速发展时期，其在中国的发展也得到了人们前所未有的关注，已经
成为人们投资的又一热点，中国已经成为世界上拥有特许经营体系最多的国家之一，
面对中国巨大的市场，国内特许品牌和海外特许品牌在中国不断的壮大并加速布局，
采用各种管理手段和加盟策略优化特许经营管理体系以谋求快速发展

葡萄酒作为一种外来产品，已经经过数千年的发展，从一时兴起的红酒热到关税
大幅度下调所带来的进口红酒市场的蠢蠢欲动，再到今天红酒市场逐渐走向成熟，中
国市场对红酒的需求逐渐上升，进口葡萄酒的零售价稳步提升，利润空间也有所提升，
许多酒类经销商纷纷采取了特许经营的方式。随着进口红酒市场的竞争越来越激烈，
服务标准化、经营专业化、管理规范化是特许经营企业最重要的问题。本文立足于这
样的背景，结合国内外学者关于特许经营管理的研究成果，根据特许经营的基本原则、
公司开展特许经营的基本条件以及特许经营对企业和加盟商的影响，综合运用 SWOT
分析方法、文献研究、理论研究与应用研究相结合的分析方法，通过对 FL 进口红酒公
司特许经营管理的现状和加盟店存在的问题进行分析，并在此基础上提出改善 FL 进口
红酒公司特许经营问题的改进方案，对其他特许经营公司和未来有计划在中国实现特
许经营方面突破的企业有一定的借鉴意义

首先，本文基于进口红酒公司特许经营在中国发展的趋势和现状，来了解 FL 进口
红酒公司的特许经营模式，进而分析发展特许经营的优势、劣势、机会和风险

接着，对 FL 进口红酒公司特许经营存在的问题进行深入研究，总结出 FL 公司存
在加盟店与总部经营理念不一致，缺乏对品牌形象的维护；经营形式不规范，标准化
程度低；监管不到位；加盟店忽略潜在目标客户群；团队建设意识薄弱导致销售任务
完成率低等问题

最后，结合特许经营相关理论，有针对性的提出 FL 进口红酒公司特许经营管理改
进方案。本文研究内容能够对 FL 进口红酒公司特许经营管理及进口红酒行业的加盟管
理提供指导意义和借鉴

关键词：进口红酒；特许经营；加盟店管理广东工业大学硕士学位论文
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ABSTRACT
As a kind of low cost, large-scale and flexible business expansion mode, franchise has
more than one hundred years of history in foreign countries, is one of the way of business
expansion and personal business in the world today. The franchise has entered into a period
of rapid development in China and been gained extensive attention, so it has become a hot
topic of investment. Now China has become one of the countries in the world which owned
the largest franchise system. Facing the huge market in China, domestic franchise brands and
overseas franchise brands in China continue to expand and accelerate overall arrangement,
taking various means of management and optimization franchise system for rapid
development.
Wine is a foreign product, being developed for thousands of years. Started from the rise
of wine to the development of imported wine market because of tariff reduction, until to be
formed a mature market now, our Chinese market requirements and the retail price of
imported wine are increased steadily, followed with improved profit, there are a lot of wine
distributors adopted the way of franchise. With the fierce competition of imported wine
market increased, it is a most important problem for a franchise company that becomes
service standardization, management standardization and specialization. Based on such a
background, the thesis combined with the research achievements of domestic and foreign
scholars on the franchise management, according to the basic franchise principles, basic
conditions of company carrying out franchise and franchise&39;s influence to franchisor and
franchisee,synthesized the SWOT analysis method, literature research and analysis method
of combination with theoretical analysis and the application, analyzed the situation and
existing problems of the franchise management of FL imported wine company, and put
forward the improvement measures and safeguards, so as to provide some reference for other
franchise company and some enterprises which want to achieve breakthrough on the
franchise management.
First of all, the thesis is based on the trend and status of imported wine company’s
franchise development in China, to learn the franchise model of FL imported wine company,
and then analyzed its advantages, disadvantages, opportunities and risks.
Next, in-depth studied on the existing problem of franchise management in FL imported
wine company, summed up the problems including inconsistent business idea between
franchiser and franchisee, lacking the maintenance of brand image; nonstandardABSTRACT
III
management and low degree of standardization; poor supervision; neglect potential target
customers; awareness of team building causing low sales completion.
Finally, combining the theory of franchising, the thesis put forward measures to
improve the franchise management of FL imported wine company. This research is able to
offer the guide and reference to the franchise management in FL imported wine company
and franchise management in imported wine industry as well.
Key Words: imported wine; franchise; franchisee management广东工业大学硕士学位论文
IV
目录
摘要I
ABSTRACT ........ II
目录.........IV
CONTENTS ..... VII
第一章 绪论.........1
1.1 研究背景及研究意义......... 1
1.1.1 研究背景 .......... 1
1.1.2 研究意义 .......... 2
1.2 国内外研究现状..... 2
1.3 研究方法 ..... 4
1.4 研究内容和结构安排 ......... 5
第二章 文献综述.6
2.1 特许经营的基本概念......... 6
2.1.1 特许经营的定义 ......... 6
2.1.2 特许经营的特征 .......... 7
2.1.3 特许经营的类型 .......... 7
2.2 特许经营的基本原则 ....... 10
2.2.1 特许经营的 3S 原则 . 10
2.2.2 特许经营的双赢原则12
2.2.3 特许经营的统一原则13
2.3 公司开展特许经营的基本条件 ... 14
2.4 特许经营对企业和加盟商的影响 ........... 15
2.4.1 特许加盟经营对企业总部的影响 ... 15
2.4.2 特许经营对加盟商的影响 .... 17
2.5 特许经营的组织特性 ....... 18
第三章 FL 进口红酒公司的经营环境介绍.....19
3.1 我国进口红酒公司特许经营发展现状与趋势 ... 19
3.1.1 我国进口红酒公司的业务背景 ....... 19目录
V
3.1.2 我国进口红酒公司特许经营状况 .....
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