然而，相关市场调查研究显示，我国的商业特许经营普遍存在着特许体系不
稳定、企业生命力不强等突出问题。造成这种局面的原因很多，其中特许企业没
能做好品牌管理是一个重要的因素。本文以 BJ 特许连锁品牌为对象，就如何提
高特许经营的品牌力，通过文献研究法、实证研究法等方法对以提升品牌力策略
为核心的品牌管理加以研究。
本研究将特许经营项目视为满足投资需求的消费品，加盟者（被特许人）作
为特许项目的消费者，在期望效用理论——消费者行为学的基本理论——视阈下
通过对 BJ 连锁体系的加盟商决策行为进行研究，发现 BJ 的加盟商具有风险厌恶
型消费者的特征，并归纳出他们的核心需求。在准确把握 BJ 连锁体系实际经营
状况的基础上，与加盟商核心需求相联系，本文提出 BJ 品牌策略构成在品牌产
品、品牌文化、品牌传播和品牌延伸四大要素上的假设，并建立了相关研究模型。
通过实证研究，在上述假设得以验证的基础上，我们引入 4Rs 组合工具，提出了
BJ 品牌力提升在四个维度上的可行性策略。
本研究过程和结论能够作为以后相关方向理论研究的引玉之砖，也为特许经
营企业优化品牌管理提供了新的思路。
关键词：效用理论；连锁；特许经营；品牌力；4Rs
Abstract
Since the second half of the twentieth Century, human material productivity
gained hitherto unknown progress and the commodity economy is increasingly
developed. Therefore, it has become normality that the commercial market
competition. The franchise business model appeared for the rat race. The franchising
has become China's mainstream form of business organization and operation mode up
to now.
But it is a serious problem that instability of franchise system and the
ephemerality of franchise enterprises according to the result of relevant market
investigation and research. There are plenty of other reasons which the failure of the
franchising enterprises deal with brand management is a important aspects. In this
article, we will study the promotion strategy for the power of brand based on BJ
franchising company through the research method of literature and substantiation.
In this study, we will see the franchise project as consumption goods meet for the
franchisee invest need and the franchisee is consumer. Then we found the alliance
business for BJ franchise is risk-averse consumers, and we point out their core
requirements after the analysis of its behavior in the perspective of utility theory. We
put forward four hypotheses as the composition of BJ brand strategy and establish the
research model based on the actual business situation and franchisee core
requirements. Further more, the hypotheses been verified after the empirical research.
On the basis of above, the four-dimensional feasibility of proposed strategy about the
promotion of BJ brand power would be raised as the study conclusion by the
marketing mix tool of 4Rs.
The process and results of this study could promote the interest for theoretical
research and the improvement for brand management of enterprises.
Key words: Utility theory; Chain business; Franchise; Brand power; 4Rs
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