英语翻译特许经营作为一种新兴而独特的经营方式,具有极大的市场渗透力,是一种较传统经营更为安全、迅速的市场拓展策略和21世

英语翻译
特许经营作为一种新兴而独特的经营方式,具有极大的市场渗透力,是一种较传统经营更为安全、迅速的市场拓展策略和21世纪最主要的商业经营模式.但是,由于跨国特许经营风险的存在,使得一些国际特许企业在目标市场发展初期更多的采用另外一种拓展模式——直营连锁.并随着对目标市场的熟悉,会增加特许经营模式的运用,来实现规模扩张的目的.但是无论直营还是特许经营,都仅仅是特许企业拓展国际市场的两种手段,在推动目标企业构建特许经营体系过程中发挥着各自独特的作用：前者通短期迅速筹集资金来推动企业规模扩张,后者通过增加企业对特许体系的实际控制权,保证特许体系按照预定轨道发展.并且随着企业特许经营发展战略的逐步调整,两种方式交替使用,互相补充,共同推动目标企业发展.
当然本文也存在一定的局限性,比如在比较两种经营模式之间的优劣时,更多的关注特许经营对风险防范的弱势,而没注意到在选择合适的特许加盟商的情况,特许经营模式相比较直营连锁模式更能降低经营风险.关于这一点,国外理论界曾就此作过一定探讨.Martin在其1988年的论文《特许经营和风险管理》中试图用风险规避来分析企业采用特许经营这种商业经营模式的动机.在他的文章中指出,虽然跨国特许经营存在上述风险,但是如果建立良好的运营管理机制、选择合适的特许加盟商,就能有效地避免上述风险,而直营连锁,反而由于其自身的局限性而给企业经营管理带来不利;在这种情况下,我们发现,特许经营同样也是风险规避的产物——规避直营连锁模式下,各分店管理层的不作为.
根据回归分析,我们注意到企业在采用直营拓展市场、增加对特许经营体系控制力的同时仍会采用一定特许加盟店的方式,并且随着企业规模的扩张,通过新建或者购回的直营店在整个特许体系中所占的比例会增加,而特许店比例会逐步下降,但是不会完全消失.也就是在企业规模扩张这个阶段,特许经营由于其短期吸收资金、成功的经营管理模式的优势,会成为国际特许巨头主要的目标市场拓展模式.

Franchising as a new and unique mode of operation,has a great market penetration,is more secure than the traditional operation,rapid market expansion strategies and the most important 21st century business model.However,due to the existence of cross-licensing business risk,making a number of international franchise business in the early development of the target market for more expansion by another model - Regular Chain.And familiarity with the target market,will increase the use of franchise mode to achieve the purpose of scale expansion.But whether Direct or franchise,franchise businesses are only two kinds of means to expand the international market,
Construction of target companies in the promotion of franchise system played a unique role in each:the former to raise funds through short-term to promote the rapid expansion of business scale,the latter by increasing the business license system,the actual control over the licensing system to ensure development in accordance with the preset orbit.Franchise and business development strategy as the gradual adjustment of the two alternate ways,complement each other and jointly promote the goal of enterprise development.
This of course there are some limitations,such as comparing the pros and cons between the two operating modes,the more attention to risk prevention franchise on the vulnerable,but did not notice in the selection of suitable franchisee of the situation,Chartered Direct business model compared to the chain model can reduce the operational risks.In this regard,foreign theorists have made certain of this.Martin in his 1988 paper,"Franchising and Risk Management" in the attempt to analyze the risk aversion of such enterprises to adopt franchising business model of motivation.In his article,pointed out that although there is the risk of cross-border franchising,
But if the good of the operation and management mechanism,choose the right franchise franchisee,you can effectively avoid these risks,while Direct chain,but due to limitations of its own adverse business management; in this case We found that franchising is also a product of risk aversion - to avoid Regular Chain mode,all branches of management inaction.
According to regression analysis,we note that enterprises in the use of Direct expand markets,increase the franchise system will control the same way with certain franchises,and with the expansion of enterprise scale,or bought back by the new Direct shop in the entire franchise system,the proportion will increase,while the proportion of franchise stores will gradually decline,but will not completely disappear.Expansion also is in this phase enterprise,franchise because of its short-term absorption of capital,successful business management advantages,will become the main target of international franchise giant market expansion mode.