Paper代写范例：What is the Purpose of Franchising?
Paper代写范例-特许经营的目的是什么？本文是一篇留学生paper写作范文，主要内容是讲述特许经营是一种商品营销方式，重要的是要理解这一基本事实，一个适当的商业计划可以确保企业的长期运营和成功，而一个缺乏适当计划和动机的企业无法在市场和商业世界所提供的激烈竞争中生存。下面就一起来看一下这篇Paper代写范例的具体内容。
Franchising is a method of marketing goods. It is important that this basic fact is understood; franchising is not an industry – indeed the use of franchising as a marketing method crosses industry borders. The application of franchising principles to each separate industry involves the blending of the ingredients to produce the right and product.
特许经营是一种商品营销方式。重要的是要理解这一基本事实；特许经营不是一个行业&事实上，特许经营作为一种营销方法的使用跨越了行业边界。特许经营原则在每个独立的行业中的应用涉及到成分的混合，以生产权利和产品。
Having grasped that basic fact, it should be appreciated that as franchising is a marketing method it should be approached in a flexible way. Franchising in its full sense – the business format franchise – may not be a suitable method for your business. However, you may well find that certain elements can have application and provide benefits. If that is so adopt them, even if the end result is that you have not adopted a franchise for your business. In the final analysis you have to make and live with your decisions – if franchising is not right for you, or you are not right for franchising, do not embark on that course for it could well end in disaster. But, you should not lead franchisees into disaster – for that they do not need a franchisor: many of them could manage quite well on their own.
在掌握了这一基本事实后，应该意识到，由于特许经营是一种营销方法，因此应该以灵活的方式进行处理。特许经营（商业形式的特许经营）可能不适合您的业务。然而，您可能会发现某些元素可以应用并提供好处。如果是这样的话，采用它们，即使最终结果是你的企业没有采用特许经营权。归根结底，你必须做出并接受你的决定——如果特许经营不适合你，或者你不适合特许经营，不要走上这条路，因为它很可能会以灾难告终。但是，你不应该把特许经营商带入灾难——因为他们不需要特许经营商：他们中的许多人可以自己经营得很好。
Other methods of marketing which are well known involve all levels from manufacture to retail sale. Some manufacturers or wholesalers appoint agents – those who will act on their behalf with power to undertake binding commitments. Others appoint distributors with whom they have a buyer/seller relationship. The distributor is an independent operator who may sell many competing ranges. Some manufacturers enter into licence agreements with others who manufacture their products or who carry out processes resulting in the production of goods. These arrangements may also involve trade mark licences coupled with know-how agreements under which the licensee manufactures or completes the manufacture of goods for sale.
其他众所周知的营销方法涉及从制造到零售的各个层面。一些制造商或批发商指定代理人，这些代理人将代表他们履行有约束力的承诺。其他人则指定与其有买卖关系的分销商。分销商是一个独立的运营商，可以销售许多相互竞争的产品系列。一些制造商与其他生产其产品或进行产品生产过程的制造商签订许可协议。这些安排还可能涉及商标许可证和专有技术协议，根据这些协议，被许可人制造或完成销售货物的制造。
None of these agreements is the sort of marketing method with which this manual is specifically concerned although, at times, business people refer to them as ‘franchises’. The expression ‘franchise’ is also used to describe the right given for the operation of commercial TV and radio networks. The operation of a motor car manufacturers’ dealership is usually called a ‘franchise’ and in many cases quite rightly so.
这些协议都不是本手册特别关注的营销方法，尽管有时商务人士将其称为“特许经营”。“特许经营权”一词也用于描述商业电视和广播网络的运营权。汽车制造商经销商的经营通常被称为“特许经营”，在许多情况下，这是非常正确的。
The suggestion fell on open minds who really understood that it was possible to expand a network using the financial and manpower resources of others. However, the franchisor had to develop an infrastructure to enable it to cope. That infrastructure, the way in which it is put together and sustained, is what this manual is concerned to explain.
这一建议落在了那些真正理解利用他人的财力和人力资源扩大网络是可能的开明人士身上。然而，特许人必须开发一个基础设施，使其能够应对。这一基础设施，以及它的组合和维持方式，正是本手册所要解释的。
FACTS TO SUPPORT – ADVANTAGES 需要支持的事实-优势
For franchisors 对于特许经营商
Expansion 膨胀
Franchising is one of the only means available to access venture investment capital without the need to give up control of the operation of the chain in the process. After the brand is carefully designed and properly executed, franchisors are able to sell franchises and expand rapidly across countries using the resources of their franchisees, earn profits commensurate with their contribution to those societies while greatly minimixing the risk and expense that would be inherent in conventional chain operations.
特许经营是获得风险投资资金的唯一途径之一，而无需在此过程中放弃对链运营的控制。在品牌经过精心设计和正确执行后，特许经营商能够销售特许经营权，并利用其特许经营商的资源在各国迅速扩张，赚取与其对这些社会的贡献相称的利润，同时大大降低传统连锁经营固有的风险和费用。
Legal considerations 法律考虑
The franchisor is relieved to obtain the necessary licenses and permits to start a new outlets. In some jurisdictions, certain permits are more easily obtained by locally based, owner-operator type applicants while companies based outside the jurisdiction find it difficult if not impossible to get such licences issued to them directly. For this reason, hotel and restaurant chains that sell alcohol often have no viable option but to franchise if they wish to expand to another state. Additionally, the franchisor is relieved of the obligation to carry liability insurance on the independently owned franchise units that produce the gross sales of the franchised system since this is the obligation and responsibility of the franchisees under the franchise agreement. As long as the franchisor’s operational manuals is followed by the franchisees, the franchisors are generally always protected from any liability for any incident that occurs on the property of the franchisee. Franchisors can sell franchises without making any representations.
特许人可以放心地获得开办新门店所需的执照和许可。在一些司法管辖区，某些许可证更容易由当地的所有者-经营者类型的申请人获得，而司法管辖区以外的公司则发现直接向他们发放此类许可证即使不是不可能，也很困难。出于这个原因，出售酒类的连锁酒店和餐厅如果想扩展到另一个州，通常别无选择，只能特许经营。此外，特许人被免除对产生特许经营系统总销售额的独立拥有的特许经营单位进行责任保险的义务，因为这是特许经营协议项下特许经营商的义务和责任。只要特许经营商遵守特许经营商的操作手册，特许经营商通常会受到保护，免于对特许经营商财产上发生的任何事件承担任何责任。特许经营商可以在不作任何陈述的情况下出售特许经营权。
Operational considerations 操作注意事项
Franchisees are said to have a greater incentive than direct employees to operate their businesses because they have a direct stake in the start up of the branded business and the tangible assets that wear the brand name. The need of franchisors to closely scrutinize the day to day operations of franchisees is greatly decreased. Franchisors can increase their profits on the gross sales of the franchisees and avoid the operational expenses for the physical units that wear their brand names. Franchisors can decrease their risk and therefore increase their profits as their franchisees bear the expense of operating the units and the expense of being employers.
据说，特许经营商比直接员工更有动力经营自己的业务，因为他们在品牌业务的启动和使用品牌名称的有形资产中有直接的利害关系。特许经营商对特许经营商的日常运营进行严格审查的需求大大减少。特许经营商可以从特许经营商的总销售额中增加利润，并避免佩戴其品牌名称的实体单位的运营费用。特许经营商可以降低他们的风险，从而增加他们的利润，因为他们的特许经营商承担运营单位的费用和作为雇主的费用。
For franchisees 对于特许经营商
Employment 工作
Opening a franchise is a way of personal business.
开设特许经营权是个人经营的一种方式。
Quick start 快速启动
As practiced in retailing, franchising offers franchisees the advantage of starting up a new business faster based on a proven trademark and formula of doing business, as opposed to having to build a new business and brand from scratch. A well run franchise would offer from site selection to lease negotiation, training and ongoing support and statutory requirements and troubleshooting.
正如零售业所实践的那样，特许经营为特许经营商提供了一个优势，即在经过验证的商标和经营模式的基础上更快地开办新业务，而不是必须从头开始建立新的业务和品牌。运营良好的特许经营将提供从选址到租赁谈判、培训和持续支持、法定要求和故障排除等服务。
Training 训练
Franchisors usually offer franchisees significant training, which is not available for free to individuals starting their own business. Although training is not always free for franchisees, it is sometimes supported through the traditional franchise fee that the franchisor collects and tailored to the business that is being started. When training fees and travel expenses, etc.. are required beyond the initial franchise fee, these fees are deductible as part of the startup expenses of the business.
特许经营商通常为特许经营商提供重要的培训，而这并不是免费提供给创业的个人。尽管对特许经营商来说，培训并不总是免费的，但有时会通过特许经营商收取的传统特许经营费来支持培训，并根据正在开展的业务量身定制。当培训费和差旅费等。。除初始特许经营费外，这些费用可作为企业启动费用的一部分扣除。
FACTS TO OBJECT – DISADVANTAGES反对的事实-缺点
For franchisors 对于特许经营商
Limited pool of viable franchisees 可行的特许经营商数量有限
In any city, there may be only a limited pool of prospects who have both the desire to purchase and start up a franchised business, as compared to the pool of individuals who can be hired and trained to competently manage directly-owned businesses, as paid employees. However, in periods of recession where traditional good jobs are in short supply, this disadvantage disappears because those who can’t find good jobs are willing to invest money in a franchise as a means of self-employment.
在任何一个城市，可能只有有限的潜在客户，他们既有购买和开办特许经营企业的愿望，而可以被雇佣并接受培训，以胜任管理直接所有企业的个人，如带薪员工。然而，在经济衰退时期，传统的好工作供不应求，这种劣势消失了，因为那些找不到好工作的人愿意把钱投资于特许经营，作为自营职业的一种手段。
Control 控制
Successful franchising necessitates a much more careful vetting process when evaluating the limited number of potential franchisees than would be required in the hiring of direct employees who may have experience in the concept sector. An incompetent manager of a directly-owned outlet can easily be replaced, while, regardless of the local laws and agreements in place, removing an incompetent franchisee who owns the tangible assets of the business is much more difficult.
在评估有限数量的潜在特许经营商时，成功的特许经营需要比雇佣可能在概念行业有经验的直接员工时更仔细的审查过程。一个不称职的直销店经理很容易被替换，而无论当地法律和协议如何，罢免一个拥有企业有形资产的不称职的特许经营商要困难得多。
For franchisees 对于特许经营商
No guarantee 没有保证
There is no guarantee of financial success for the franchisee made by the franchisor in the written disclosure circular and the actual franchise agreement. While the estimated startup costs of the franchise are an implied “earnings claim” some franchised outlets do fail. Unfortunately, the unit financial performance statistics are not required to be disclosed to new buyers of franchises and this omission makes it impossible for new buyers of franchises to assess the odds of success and failure of their investment in the franchise in terms of profitability and failure as experienced on a unit basis of the franchise system.
特许人在书面披露通知和实际特许经营协议中无法保证特许经营商的财务成功。虽然特许经营的估计启动成本是一种隐含的“收益索赔”，但一些特许经营店确实失败了。不幸地单位财务业绩统计数据不需要向特许经营权的新买家披露，并且这一遗漏使得特许经营权新买家无法根据特许经营系统的单位基础上所经历的盈利能力和失败能力来评估他们在特许经营权上的投资的成功和失败几率。
Control 控制
For franchisees, the disadvantage of franchising is a loss of control. While they gain the use of a system, assistance, training, marketing, the franchisee is required to follow the system and get approval for changes from the franchisor. For these reasons, franchisees and entrepreneurs are very different. A franchisee “is merely a temporary business investment where he may be one of several investors during the lifetime of the franchise. In other words, he is “renting” the opportunity, not “buying a business for the purpose of true ownership.” Additionally, “A franchise purchase consists of both intrinsic value and time value. A franchise is a wasting asset due to the finite term: the franchisor is only obliged to renew the franchise if it chooses to contract for that obligation.”
对于特许经营商来说，特许经营的缺点是失去控制。当他们获得系统、协助、培训和营销的使用时，特许经营商必须遵守该系统，并获得特许经营商的变更批准。出于这些原因，加盟商和企业家是截然不同的。特许经营商“只是一种临时的商业投资，在特许经营期内，他可能是几个投资者之一。换句话说，他是在“租用”机会，而不是“为了真正的所有权而购买企业”此外，“特许经营权购买包括内在价值和时间价值。由于有限的期限，特许经营权是一种浪费性资产：只有在特许人选择签订合同的情况下，特许人才有义务续订特许经营权。”
Price 价格
Starting a franchise business carries expenses. In choosing to adopt the standards set by the franchisor, the franchisee often has no further choice as to signage, uniforms etc. The franchisee may not be allowed to source less expensive alternatives. Added to that is the franchise fee and ongoing royalties and advertising contributions. The contract may also bind the franchisee to such alterations as demanded by the franchisor from time to time.
开办一家特许经营企业需要开支。在选择采用特许人制定的标准时，特许经营商通常在标识、制服等方面别无选择。特许经营商可能不被允许寻找价格较低的替代品。除此之外，还有特许经营费、持续使用费和广告费。本合同还可约束特许经营商，使其接受特许经营商不时要求的变更。
Conflicts 冲突
The franchisor/franchisee relationship can easily cause conflict if either side is acting in bad faith. An incompetent franchisor can damage its franchisees by failing to promote the brand properly or by squeezing them too aggressively for profits. Franchise agreements is unilateral contracts wherein the contract terms generally are advantageous to the franchisor when there is conflict in the relationship.
如果任何一方的行为不诚实，特许人/被特许人的关系很容易引发冲突。一个不称职的特许经营商可能会因为未能正确宣传品牌或为了利润而过于激进地压榨特许经营商而损害其特许经营商。特许经营协议是单方面合同，当关系发生冲突时，合同条款通常对特许人有利。
Summary 摘要
Yes, franchising is the best business plan. Why?
是的，特许经营是最好的商业计划。为什么？
Franchising your business can be a very successful way of expanding. Some of today’s largest businesses have used franchising to finance and accelerate their growth into world brands – McDonalds, Kentucky Fried Chicken, Pizza Hut, Burger King, Body Glove and the Body Shop.
特许经营是一种非常成功的扩张方式。如今，一些最大的企业已经利用特许经营来融资，并加速其成长为世界品牌——麦当劳、肯德基、必胜客、汉堡王、Body Glove和Body Shop。
However, franchising must be planned step by step: –
但是，特许经营必须逐步规划：
It must be pilot tested with company owned and operated outlets.
它必须在公司拥有和运营的网点进行试点测试。
Business must be successful, distinctive & replicable.
商业必须是成功的、独特的和可复制的。
Take proper professional advice – Solicitor, Banker, Accountant and possibly Franchise Consultant.
听取适当的专业建议——律师、银行家、会计师以及可能的特许经营顾问。
Take time to write an operations manual.
花点时间写一本操作手册。
Choose franchisees very carefully and wisely.
非常谨慎和明智地选择加盟商。
Avoid overselling and forecasts.
避免过度销售和预测。
Focus on franchisee satisfaction and profitability.
关注加盟商的满意度和盈利能力。
Have first class training.
接受一流的培训。
Maintain good ongoing relationships.
保持良好的持续关系。
Keep developing the Franchise’s status and maintain standards.
不断发展特许经营的地位并保持标准。
Ensure marketing, advertising and PR are first class.
确保营销、广告和公关是一流的。
In commercial practice there are some elements which considers fundamental in full business format franchising. These are:
在商业实践中，有一些要素被认为是全商业模式特许经营的基础。这些是：
The provision to the franchisee by the franchisor of initial training in the operations of the franchised business – this is perhaps stating the obvious for the franchisee would not be able to carry on the franchised business without such training.
特许人向特许经营商提供特许经营业务运营方面的初步培训——这可能说明了一个显而易见的事实，即特许经营商在没有此类培训的情况下将无法开展特许经营业务。
The fact that a franchisee will own their business; the franchisee is the owner of the business although they are obliged to run it in accordance with the franchisor’s system and under the umbrella of the franchisor’s name.
事实上，特许经营商将拥有他们的企业；特许经营商是企业的所有者，尽管他们有义务按照特许经营商的制度并在特许经营商的名义下经营企业。
The franchisee will have to make a capital investment in their business. This is very important. The franchisee must have their own resources at risk. The investment they make must be sufficiently significant in relation to the franchisee’s total resources for the person to be worried that they might lose it. Conversely they will find motivation in their ability to increase the value of their investment in addition to producing a profit annually. A well-motivated franchisee with their own resources at stake will invariably conduct the business far better than any manager would, to the mutual advantage of themselves and the franchisor.
特许经营商将不得不对他们的业务进行资本投资。这一点非常重要。特许经营商必须将自己的资源置于危险之中。他们所做的投资相对于特许经营商的总资源来说必须足够重要，让人担心他们可能会失去这笔投资。相反，除了每年盈利外，他们还会从增加投资价值的能力中找到动力。一个积极性很强的特许经营商，在自己的资源受到威胁的情况下，总是会比任何经理都更好地开展业务，这对他们自己和特许经营商都有利。
The advantages of franchising for a franchisor may be summarised as:
特许经营对特许人的优势可以概括为：
The growth of the network is achieved using the financial and manpower resources of the franchisee;
网络的增长是利用特许经营商的财力和人力资源实现的；
The franchisor is not concerned with the day to day operation of each outlet;
特许人不关心每个门店的日常运营；
The franchisor’s organization is compact and can earn profits without involvement of high capital risk;
特许人的组织结构紧凑，可以在不涉及高资本风险的情况下赚取利润；
The network has an ability to grow rapidly;
网络具有快速增长的能力；
The franchisor has less staff and it’s problems;
特许经营商的员工较少，而且存在问题；
The management of each outlet is the owner who will tend to be well motivated to be successful;
每个门店的管理层都是拥有者，他们往往会有很好的动力取得成功；
It provides wider outlets for products and services;
它为产品和服务提供了更广泛的渠道；
It enables the franchisor to service national customers using their network of outlets.
它使特许经营商能够使用其网点网络为全国客户提供服务。
Franchising is an exciting marketing method; when it is properly structured and well run it provides benefits and satisfaction for both parties. It is not an easy route to riches for franchisor or franchisee nor is it a panacea for the ills of a ‘sick’ business. The establishment of a franchise has to be under-take with skill, patience and capital. The time scale for establishing a franchise system and preparing it for marketing can be as long as two years and it can take another three to six years before the franchisor begins to see net profits and cash flow. The capital requirements of the franchisor have to reflect these time spans.
特许经营是一种令人兴奋的营销方法；当它的结构合理且运行良好时，它会为双方带来利益和满足感。对于特许经营商或特许经营商来说，这不是一条容易致富的道路，也不是治疗“病态”企业弊病的灵丹妙药。特许经营权的建立必须有技巧、耐心和资本。建立特许经营体系并为其营销做准备的时间跨度可能长达两年，可能还需要三到六年，特许人才能开始看到净利润和现金流。特许人的资本要求必须反映这些时间跨度。
For an example of Franchise Opportunity 以特许经营机会为例
RIDPEST is a key player in the pest control industry in Malaysia and the first of its kind to embark on the franchise route. The driving force behind the growth and recognition of the RIDPEST brand is a strong set of corporate values that translates into continued growth for the future.
RIDPEST是马来西亚害虫防治行业的关键参与者，也是第一家走上特许经营路线的公司。RIDPEST品牌增长和认可背后的驱动力是一套强大的企业价值观，这些价值观转化为未来的持续增长。
Franchising is undoubtedly one of the fastest-growing sectors of the Malaysian economy. Smart new business owners prefer a franchise, because it helps lower the risks of starting out, and offers savings on things like marketing and purchasing product.
特许经营无疑是马来西亚经济增长最快的部门之一。聪明的新企业主更喜欢特许经营，因为这有助于降低创业风险，并在营销和购买产品等方面节省开支。
Over the years RIDPEST had developed and refined its system to the point where we believe it gives its franchisees the very best chance to build a successful business.
多年来，RIDPEST开发和完善了其系统，我们相信它为其特许经营商提供了建立成功业务的最佳机会。
CONCLUSION 结论
A proper business plan ensure the long run and success of a business whereas a business which lacks of proper plans and motivation cannot survive in the market and the tough competition the business world have to offer.
一个适当的商业计划可以确保企业的长期运营和成功，而一个缺乏适当计划和动机的企业无法在市场和商业世界所提供的激烈竞争中生存。
There are many ways a business plan is introduce and implemented in a trade. However, to have a proper business plan it is necessary that the business plan is on proper format and is not made casually or hastil.
在贸易中引入和实施商业计划有多种方式。然而，要想有一个合适的商业计划，商业计划必须采用合适的格式，而不是随意制定的。
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