-I- 摘要 20世纪初，特许经营传入中国，开启了中国商业新模式。随着经济的快速发展， 居民收入水平的提高，人民日益增长的文化需求已变得不可 忽视，并产生了巨大的 商机，教育培训行业借着特许经营的东风，在全国迅猛发展，成绩斐然。2015年二 孩政策开放，使得教育培训行业进入了发展的另一个高峰。本文所研究 的红黄蓝教 育科技公司正是通过特许经营，在20年间将其品牌扩张到了全国除港澳台和西藏之 外的全部30个省级行政单位。然而，在特许经营运作的过程中，许多弊端已日益显 现，例如，加盟店安全监管不利、加盟支撑不足、人才梯队断档等问题。因此，优 化特许经营是关系到红黄蓝教育科技公司战略发展的重要问题。 首先，本文研究了特许经营的 含义、基本关系结构、类型、组织特性、与直营 连锁和自由连锁的区别、企业实行特许经营的条件、特许经营如何影响企业和加盟 商等理论性内容，以便于更好的理解特许经营 的实质，为优化设计提供理论和方法 支持。 其次，本文介绍了红黄蓝教育科技公司的简要概况，包括经营现状、组织机构、 加盟支持体系，阐述了其现在存在的主要问题，并从 经营管理、支持体系、教师满 意度和核心竞争力方面分析了这些问题的成因，为下一步的优化设计做基础。 再次，对红黄蓝特许经营流程进行了整体优化设计，并重点对投资人 评估审核 流程、签订安全协议、采取园长委派制、优化组织架构、优化管理机制5个关键节 点进行了优化设计。 最后，为保障优化的顺利进行，本文提出加强利益相关性、健全 师资管理机制、 丰富产业链、引入营销新模式和打造核心竞争力等保障措施。 关键词：特许经营；特许经营优化；幼儿教育；红黄蓝教育 燕山大学工商管理硕士学位论文 -II- Abstract Atthebeginningofthe20thcentury,franchisingwasintroducedtoChina,opening upanewmodelofChinesebusiness.Withtherapiddevelopmentoftheeconomyandthe improvementoftheincomeleveloftheresidents,thegrowingculturaldemandofthe peoplehasbecomeindispensableandhascreatedtremendousbusinessopportunities.The educationandtrainingindustryhasdevelopedrapidlyinthecountrythroughthefranchise ofthefranchise.Theopeningofthetwo-childpolicyin2015hasbroughttheeducation andtrainingindustrytoanotherpeakofdevelopment.TheRed,YellowandBlue EducationTechnologyCompanystudiedinthispaperhasexpandeditsbrandtomore than30provincesacrossthecountrythroughfranchising.However,intheprocessof franchiseoperation,manydrawbackshavebecomeincreasinglyapparent.Forexample, thefranchisestoresecuritysupervisionisunfavorable,thefranchisesupportis insufficient,andthetalentteamisbroken.Therefore,optimizingfranchisingisan importantissuerelatedtothestrategicdevelopmentofRYBEducationTechnology. Firstofall,hispaperstudiesthemeaningoffranchising,basicrelationshipstructure, type,organizationalcharacteristics,thedifferencebetweendirectchainandfreechain,the conditionsunderwhichenterprisesoperatefranchising,andhowfranchisingaffects theoreticalcontentsuchasenterprisesandfranchisees,inordertobetterunderstandthe essenceofthefranchise. Secondly,thispaperintroducesthebasicsituationofthered,yellowandblue educationtechnologycompany,includingtheoperatingcondition,organizationand joiningprocess,putsforwardthemainexistingproblems,andanalyzesthecausesofthese problemsfromtheaspectsofbusinessmodel,managementsupportsystem,teacher satisfactionandcorecompetitiveness. Thirdly,theoveralloptimizationdesignwascarriedoutfortheRYBeducation franchiseprocess,andtheoptimizationdesignwasmadeforfivekeynodes,includingthe investorevaluationandreviewprocess,thesigningofsecurityagreement,theadoptionof theprincipalappointmentsystem,theoptimizationoftheorganizationalstructureandthe optimizationofthemanagementmechanism. Abstract -III- Finally,inordertoensurethesmoothprogressofoptimization,thispaperputs forwardsuchsafeguardsasimprovingthemanagementmechanismofteachers,enriching theindustrialchain,introducingmarketingtheoryandconstructingnewintegrationof onlineandoffline. Keywords:franchising;franchisingoptimization;preschooleducation;RYBeducation 目录 -V- 目录 摘 要.........................................................................................................................................I ABSTRACT...................................................................................................................................II 第1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............................................................................................................3 1.2.1国外研究现 状...........................................................................................................3 1.2.2国内研究现 状...........................................................................................................5 1.2.3国内外研究评 述.......................................................................................................7 1.3研究内容与研究方 法.....................................................................................................8 1.3.1研究内 容...................................................................................................................8 1.3.2研究方 法...................................................................................................................8 第2章特许经营相关理论概 述.............................................................................................10 2.1特许经营的含义和类 型...............................................................................................10 2.1.1特许经营的含 义.....................................................................................................10 2.1.2特许经营的基本关系结 构.....................................................................................10 2.1.3特许经营的类 型.....................................................................................................12 2.1.4特许经营的组织特 性.............................................................................................13 2.2特许经营、直营连锁和自由连 锁...............................................................................14 2.2.1特许经营、直营连锁与自由连锁的定 义.............................................................14 2.2.2特许经营与直营连锁和自由连锁的区 别.............................................................15 2.2.3企业选择经营方式的影响因 素.............................................................................16 2.3企业实行特许经营的基本条 件.................................................................................17 2.4特许经营对企业和加盟商的作 用...............................................................................18 2.4.1特许经营对企业的作 用.........................................................................................18 2.4.2特许经营对加盟商的作 用.....................................................................................19 2.4.3加盟商与特许企业之间的相互作 用.....................................................................19 燕山大学工商管理硕士学位论文 -VI- 2.5本章小 结.......................................................................................................................20 第3章红黄蓝特许经营现状分 析.........................................................................................21 3.1红黄蓝公司概 况..........................................................................................................21 3.1.1红黄蓝公司简 介.....................................................................................................21 3.1.2红黄蓝品牌特 色.....................................................................................................22 3.2红黄蓝特许经营发展现 状...........................................