谭木匠特许加盟店经营与发展案例研究TheCarpenterTanFranchiseOperationandDevelopmentcase摘要本篇论文主要从加盟商角度出发，分析研究其经营谭木匠特许加盟店的发展案例。谭木匠是一家以木梳为主的连锁企业，关于对谭木匠的研究论作曾进入《北大商业评论》，也曾有过获得全国百优的管理案例，但这些研究都是基于企业发展的角度，不是加盟商和连锁店的角度。而作为谭木匠的一位加盟商，其创业经历与谭木匠企业发展息息相关，这篇论文以实际的经营发展案例为研究对象，其详细的分析研究可以给选择以加盟方式创业的创业者们提供一些参考和借鉴。本文主要分五个章节来进行阐述。第一章与最后一章为论文的绪论与结论部分，中间的三章构成了论文的主体：首先阐述了加盟商的创业机会识别和创业历程，介绍了谭木匠加盟店的开店流程和经营管理；其次阐述了对谭木匠加盟连锁店发展的问题识别，比如选址问题、营销问题、加盟商与连锁企业关系的演变问题等，并通过分析研究为寻求解决的办法铺路；最后是对谭木匠加盟连锁店发展的路径展开研究讨论，表达加盟商的诉求和对未来经营的探索。通过该案例的研究，不但可以探讨连锁模式在中国的发展的共性，也可以更深入探讨连锁企业与加盟商双方的关系，以及谭木匠连锁模式发展的协调和完善问题。该论文中真实详尽的案例分析能够为选择连锁加盟的创业者提供更多启发和参考。关键词：创业机会；谭木匠；加盟连锁；营销管理TheCarpenterTanFranchiseOperationandDevelopmentcaseAbstractThispapermainlyfromthefranchiseeperspective,analysisofcasestudyofthedevelopmentofitsbusinessCarpenterTanfranchisestores.CarpenterTanisacombmainchain,theresearchonthetheoryofCarpenterTanhadentered"BeijingBusinessReview",hadwonthenational100excellentmanagementcase,butthesestudiesarebasedontheperspectiveofenterprisedevelopment,notthefranchiseeandchainperspective.AsafranchiseeofCarpenterTan,hisbusinessexperienceiscloselylinkedwithourbusinessdevelopment,thispaperbasedontheactualbusinesscaseastheobjectofstudy,thedetailedanalysistochoosewaytojointheventureentrepreneursandtoprovidesomereference.Thispaperisdividedintofivechapterstoelaborate.Thefirstchapterandthelastchapterofintroductionandconclusionpartofthethesis,threechaptersarethemainbodyofthethesis:firstly,entrepreneurialopportunityrecognitionandtheentrepreneurialprocessoffranchisees,theCarpenterTanfranchiseshopflowandmanagement;secondly,theproblemofrecognitionofCarpenterTanjoinedthedevelopmentofchainstores,suchaslocationproblem,marketing,franchiserelationshipandchainevolutionproblems,andthroughtheanalysisandresearchtopavethewayforasolution;thelastisdiscussedonthepathofCarpenterTanjoinedthechaindevelopment,expressionoffranchisee'sappealforfuturemanagementexploration.Thecasestudies,canexplorethedevelopmentmodeofchainintheChinesegenerality,canalsofurtherexploretherelationshipbetweenchainenterprisesandfranchiseeofbothsides,aswellastheCarpenterTanchainmodeldevelopmentandperfection.Therealcasedetailedinthisdissertationanalysiscanprovideinspirationandreferenceforselectingmorefranchiseentrepreneurs.Keywords:entrepreneurialopportunity;CarpenterTan;franchise;marketingmanagement目录摘要.................................................................................................................................IAbstract..............................................................................................................................II1绪论.................................................................................................................................11.1研究背景和意义..........................................
