第1页共50页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共50页Chapter1Introduction1.1ContextWiththerapiddevelopmentofeconomy,franchiseemergesastheproductofmodernindustrialrevolution.Asinnovativewaysoforganizationandmanagement,thefranchise,originatedfromtheU.S,quicklyspreadoutworldwidesimplybecauseitcanbepracticedbeyondrestrictionsofcountries,cultures,andindustries.Statisticsindicatethattherewerenearly16,000franchisesystemsinoperation,withtheirpartners’amountto160million.TheglobalfranchisingindustryhasasaleofmorethanonetrillionU.S.dollarsannually,providingasmanyas20millionjobs.China,beingincreasinglyattractiveintheinternationalfranchisemarket,isnowlookingforopportunitiestoinvestinprofitablefranchisingprograms(中国投资咨询网,2007中国特许经营业研究咨询报告,URL:http://www.ocn.com.cn/reports/2006098liansuojingying.htm<27Dec.2006>).In2004,China’stop100franchiseenterprisesachievedatotalsalesvolumeof496.8billionyuan,rising39%comparedwiththatof2003.Employeesinfranchisingcompaniesreached810,000,increasedby27%fromthe640,000ayearbefore.Andin2005,thesalesvolumecontinuallyflowsupto236.53billionyuanfortheformerhalfyear,grownby29.9%fromthatof2004(中国投资咨询网,2006年中国连锁经营行业分析及投资咨询报告,URL:第2页共50页第1页共50页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共50页http://www.ocn.com.cn/reports/2006104texujingying.htm<10Dec.2006>).FranchisinginChinahasbeenescalatedintotheeraofhigh-speeddevelopment,albeit,manyproblemsalsoexistbehindtheprosperoussurface.Culturecollision,laggingadministrativestrategiesandinefficientlogistics,challengedthefranchisesysteminChina.Forthehouse-furnishingindustryespecially,themarketisstillfarfrommature.WiththepurposetopromoteChinesehouse-furnishingindustries,thisstudytriestoexplorethesuccessfulworldwideexpansionofthefamousSwedenfurnitureretailer—IKEAanditsimplicationswhichChinesehouse-furnishingindustriesmightbenefitfrom.1.2SignificanceoftheStudySinceWTOgaveitsadmissiontoChinafiveyearsago,Chinahasgraduallyopenedwideritsmarketstomorefields,house-furnishingindustryparticularly.WhenIKEAfromSwedenopenedtheforthchainsupermallinChengdulastNovember,itsretailvolumeinChinaimmediatelyamountsto1.6billionyuan(丁鹏飞,许凤婷，2006).Itssuccessfulfranchisingmanagementrendersanewpromisingwaytodevelophouse-furnishingindustry,especiallyforthosewhoarealsointheprocessofworldwideexpansionandtowardstheinternationalmarket.Throughchainstoresandfranchising,enterprisesengagedinhouse-furnishingmayfindtheiraccesstotheinternationalmarketmoreeasily.However,inthisprocess,risksalsoby-produced.Thus,atheoreticalanalysisoffranchisemanagementandthecasestudyofIKEAwilldefinitelyoffersomehelpforthosewhowouldliketodevelopinhouse-furnitureindustrytogainabetterunderstandingoffranchisemanagement.Thestudymayprovidesomehindsas第3页共50页第2页共50页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共50页welltothosewhoevenwouldliketoadoptthispromisingwaytodeveloptheirownbusinesswhenfacinginternationalopportunities.ByaninsightfulstudyofIKEA,theaddressofthestrategiesofIKEAadaptedinmarketing,logistics,price-controllingandcultureinthispaperareboundtobefruitfulexperiencetofranchisemanagementforboththepotentialcustomersandtheprospectiveChinesehouse-furnishingenterpriserswhointendstoseekopportunitiesininternationalmarkets.1.3ShapeofthePaperThisdi...
