有效的特许经营管理【外文翻译】.doc

1、外文翻译题目：连锁经营运行模式研究一、外文原文标题：Effective franchise management原文：This article tries to address some of the issues managers face in franchise systems, the use of high tech systems and marketing. Using these two tools in the best way possible is of great importance to franchisees and franchisors. Both the a

2、dvantages and short comings of these aspects are discussed. The importance of such an examination comes from the fact that these tools could be of very high value if applied appropriately or harmful if misapplied. Some examples of franchise systems that have been involved in these aspects are discus

3、sed to show the two- sided nature of the application of them.Franchising is one of the most popular and successful strategies for businesses to enter new markets and expand operations. Franchising enables the franchisor to enter a new market with very low risks and initial investment. Franchising sy

4、stems are facing new challenges every day, such as: legal issues, marketing campaigns, franchisee- franchisor relationship, use of high tech systems, etc.The ultimate goal for both the sides of a franchise system is to fatten the bottom line maximize profits. Introduction of new technologies has bro

5、ught the attention of people in franchising the opportunities and horizons such technologies could open. Later on, the article will take a brief look at the new high tech systems, what they do, and how they could be very valuable to any franchise. Finally, the article examines the way franchise syst

6、ems design their marketing campaigns.Technology is advancing every day and offering businesses some systems and tools that increase efficiency and productivity. Businesses have been making use of intranets, the Internet, sales and inventory software, and data transformation systems. Franchise system

7、s can boost up their sales efficiencies, quality of communication, and profit ability by integrating these tools with their businesses. Some franchise systems have been applying and utilizing the tools and systems avail able and have enjoyed higher quality in communication and higher productivities.

8、 Like every thing else the high tech systems come with challenges. We will discuss how some of these systems are used, the advantages they bring to a franchise organization, and the challenges that come along.As we all know the use of the Internet has been growing exponentially all over the world in

9、 the past few years. The number of people buying products and services is growing as a result of the continuous improvement in Internet security. Global Sight Corporation (A company that offers Inter net Statistics) projected that the world wide e- commerce market will reach $1.2tril lion in the yea

10、r 2001. This magnitude of transactions on the net makes every business, regard less of the industry it operates in, anxious to be on the net and explore the opportunities that come along. Franchise systems have been taking advantage of the Internet. The Internet is used to generate sales, generate l

11、eads, training franchisees employees, and provide customers with information.Generating sales is one of the simplest uses of the Internet by a franchise system. The franchise system controls the central web site, and allows the franchisees to have their web site, but with the supervision of the fran

12、chisor. More and more franchise systems have been using the Internet for in creasing sales. One example that shows the horizons the Internet opens for both the franchisee and the franchisor comes from Los Angeles where Mr. Jaffer who runs PIP Printing stores in L.A. got a printing job in the systems

13、 from London, the employees pulled the order out, and called the film production company to whom the job was to be delivered and in formed them that the order was received and asked them to come and pick it up. The job was in the hands of the employees of the film production company after 90 minutes

14、 of PIP Printing receiving the order (U.S. Chamber of commerce, 1998). This story shows what kind of opportunities are on the web for the franchise system.The use of the Internet to generate sales brings up a conflict between the franchisor and the franchisee. This might lead to some legal debate, b

15、ecause in most cases the franchisor grants exclusive rights to the franchisee. Therefore, if the franchisor is trying to claim his rights to the revenues made in the franchisees territory, he/she could be violating the franchising contract.Franchise systems mainly use the Internet to attract new fra

16、nchisees. For example, 85% of Planet Smoothie and PJs Coffees lead attraction comes from the web says its CEO Mr. ORouke (International Franchise Association, 2002). By offering applications and relevant information for prospective franchisees, franchisors can attract many more people and be much mo

17、re exposed. This way of attracting franchisees will save the franchisors time, effort, and most importantly money. According to Mr. Jerry Wilkerson, head of the head- hunter firm the cost of sending representatives to a franchise exhibition ranges from $ 15000 to $ 20000 (Swann C., 2001). As a resul

18、t of the lower cost of using the web to contract more franchisees, fewer franchisors are going to franchise exhibitions.Now prospective franchisees can visit the web of the franchisor, learn about the requirements, and even apply. This way of generating the leads and their employee gives even more r

19、oom to cut cost, by eliminating or substantially reducing the need for people directly interacting with prospective franchisees on the phone or through meetings.The degree of use of the Internet by franchise systems vary depending on the industry, capabilities, and some other variables. Some franchi

20、sees have furthered their use of the Internet to post their training programmes which are easily accessed by franchisees and their employees. Another use is to provide information, such as, the closest branch to the customer, contact numbers, prices, and menus.This is another tool that franchise sys

21、tems use extensively. It gives the franchisees the chance to communicate with each other and with the franchisor. According to the International Franchise Association (IFA) the intranet is the most basic high tech tool used by franchise systems and the one that both franchisors and franchisees value

22、 the most. Franchisors use intranets to educate their franchisees and provide their training programmes. For example,Mr. ORouke the CEO of Smoothie and PJs says that their intranet contains recipes, guide lines, operational procedures, links to vendors and suppliers, etc.Another tool that is getting

23、 more popular is the Point- of- Sale (POS) systems. Advanced POS systems can track customer purchases, keeping and watching levels of inventory, and report franchisee sales to the franchisor instantly. Some systems can even calculate cost including labour cost, and give both franchisee and franchiso

24、r the bottom line result.These systems are efficient to an extent that Mr. Recknagle from Blimpie describes them as “little brain”. The information these high tech tools can offer makes franchises capable of operating in a way they were never capable of be fore，they handle highly complicated reports

25、 of sales and quantities and use it in preparing production and marketing plans. It may seem after describing the benefits of these high tech tools that a franchise should invest as much as they can in these technologies. That is not the case, more expensive does not necessarily mean better. A franc

26、hise should evaluate the system they might be interested in and learn what the system could offer the organization. There are many sophisticated powerful neat- looking systems out in the market, but they might be in compatible, unjustifiably expensive, or have weak synergies with the franchise syste

27、m. After in vesting a lot of money in technology it could bring more problems than it solves.A franchise that wants to in vest in high tech technology should shop around, and take a look at what different providers have to offer. Furthermore franchises should have a Chief Technology Officer CTO with

28、in the organization or if not use the help of consultants. Finally, franchises should learn from one another, by looking at other franchises that are ahead in the high tech game they can know what works and what does not in their field.Franchisees and franchisors have a mutual interest in marketing

29、and advertising the products or service they offer. Marketing franchise products is not exactly the same as marketing a product of a corporation. Efforts put by both franchisees and franchisors in the marketing area should complement each other. Franchisors vary in their way of managing their market

30、ing and advertising campaigns, some franchisors have very centralised marketing campaigns, while others have decentralised ones. The difference between centralised and decentralised marketing in franchises is in how much control the head quarters of the franchise has. Some franchisees prefer receivi

31、ng the marketing tactics and strategies from the franchisors, because they do not want to worry about the failure, the logic is that the franchisor knows the product better and knows how to sell it. Some franchisees prefer designing their marketing campaign by them selves, arguing that they know the

32、 customers and their preferences better than the franchisor does. Both arguments make sense. The franchisor definitely knows the product better, and the franchisee knows his customers better - especially if the franchisee is overseas.A good marketing campaign is one that brings together the knowledg

33、e and resources of both sides. The better knowledge of the product with the better knowledge of the customer, if combined together should give a very effective campaign. However, the franchisor should keep some controll over the campaign of the franchisees to avoid any misrepresentation of the brand

34、.Managing a franchise is an art. Being aware of the bigger picture, while managing the smaller details is not the most trivial thing to do. Franchisors and franchisees have a genuine interest in expanding the franchise and operate as efficiently as possible. The huge advances in the high technology

35、industry have been extremely beneficial to franchise systems. However, technology is not a magical tool that you just add to the system and everything is solved. Some high tech systems can be more harmful than helpful. A franchise system should evaluate the value any high tech system will add to the

36、ir operations, and decide accordingly whether to invest in it or not.Marketing has been a puzzle for the franchise system. The question of whether centralised or decentralised marketing campaigns are the most effective to use has not been that easy a decision for franchisors. A combination of both w

37、ould probably be the best answer, because sharing the franchisors knowledge of the product and the franchisees knowledge of the customers will en able marketing people to hit the nail right on the head.A franchise is defined as a long-term, continuing business relationship wherein for a consideratio

38、n, the franchisor grants to the franchisee a licensed right, subject to agreed requirements and restrictions, to conduct business utilising the trade and/or service marks of the franchisor and also provides to the franchisee advice and assistance in organising, merchandising, and managing the busine

39、ss conducted to the licensee .Franchising is a system or method of marketing a product or service. The franchisor develops a special product, service, or system and gains national recognition. The franchisor then grants a right or license to small, independent businessmen throughout the country to m

40、erchandise this service or product under the national trademark and in accordance with a proven, successful format. This increases the franchisors exposure for more national business and gives the franchisee a greater chance for success in a given field with a smaller amount of capital investment.Th

41、e franchisors have to develop an organizational chart that diagrams and describes the organization relationships of their own operation. In franchising, this primarily consists of two distinct and different business categories: (1) sales - to prospective franchisees, and (2) operations of the franch

42、ise units. This organizational structure may consist of a franchisor with a director of sales and a director of operations. However, complex franchising organizations consist of the CEO who oversees the operations of sales with operations being divided into training, products, services, marketing, f

43、inance, and accounting. The franchise system initially is quite simple but needs to be divided between sales to prospective franchisees and operation development.出处：Saif Saleh, Brian H. Kleiner. Effective franchise management J. Management Research News. 2005.28 (2/3), pp. 74-79二、翻译文章标题：有效的特许经营管理译文：

44、本文通过介绍使用高科技系统和有组织的营销活动，试图解决一些关于特许经营管理系统的问题。能较好的利用这两种工具可以为特许经营和特许经营商带来重大的意义，文中对优点和缺点这些方面进行讨论。文中指出运用这样一种工具的重要性在于：这些工具的采用是否适当或有害，是否误用，都决定了是否带来非常高的价值。文中通过对一些特许经营的例子的引用用以证明应用两种工具的两方面的性质。特许经营是企业成功进入新市场和扩大业务最常见的方法。特许经营可以使特许经营商以较低的资金和较低的初始投资进入新的市场。特许经营每天都面临着新的挑战，例如：法律问题、市场营销活动、被特许人-特许人的关系和使用高科技系统等。特许经营系统的最终

45、目标是实现买卖双方最佳的底线-利润最大化。引进新的技术已经使得人们对于特许经营的机遇和前景的注意力转向了科技的可行性。接下来，这篇文章将简单的介绍一下这些新的技术系统做了什么，他们为何对特许经营有相当高价值。最后，文章探讨了以特许经营系统的方式设计他们的营销活动。科技日新月异而且为企业提供了一些有关于加大效率和生产力的系统和工具。企业已经成功使用了企业内部网、互联网、销售商品目录软件和数据转换系统。特许经营系统可以通过整合这些工具以及业务来提高他们的销售业绩、通信质量和盈利能力。一些特许经营系统已经成功应用和利用了工具和系统实现了高质量的交流和较高的生产力。和其他事物一样，高科技也面临着挑战，

46、我们将要讨论这些系统是如何为特许经营组织提供利益并带来挑战的。众所周知过去几年中互联网的使用在世界各地成倍增长。互联网安全的不断改善使得在互联网上面购买产品和服务的人数不断增长。全球视野公司（A公司，提供跨网统计）预计，全球范围的电子商务市场将在2001年达到1.2万亿美元。这种庞大的网上交易规模，使每一个企业对有关它经营的行业都急于投放到网络中，进而探究互联网上存在的机遇。特许经营系统已利用互联网的优势，使用因特网用来销售、引导、特许经营商雇员的培训和提供客户信息。增加销售是互联网对于特许经营最简单的用途之一。在特许系统控制中心网站，允许加盟商有他们自己的网站，但都由特许人监督。越来越多的特

47、许经营体系已经使用网络来扩大销售。下面的一个例子显示了因特网在特许经营商和授权经营商中的前景：来自于洛杉矶的Jaffer先生在洛杉矶运行画中画印刷机接到了一项来自伦敦的打印任务，雇员拉出打印命令，然后打电话给这项任务递交的电影制作公司，以指令的形式通知他们来提取东西。这项工作是电影制作公司的员工接到命令（美国商务部，1998年商会）90分钟后的画中画印刷工作。这则故事显示出了网络在特许经营应用中的各种机遇。通过使用因特网带来销售增长造成了特许人与被特许人之间的冲突。这可能导致一些法律上的辩驳，因为在大多数情况下，特许经营授予被特许专营权。因此，如果特许人试图凭借他的权利要求取得被特许人所在领域

48、的收入，这样可能是违反特许经营合同。特许经营系统主要采用了互联网，以吸引新的特许经销商。例如，总裁ORouke先生（国际特许经营协会，2002）表示85行星冰沙和PJ咖啡的经营商是被网络吸引来的。通过提供特许经营相关的应用和潜在的信息，加盟商可以吸引更多的人，并且将会比更快速的扩张。这种吸引经销商的方式将节省了加盟商的时间、精力最重要的还是金钱。根据威尔克森杰里先生猎头公司的首长了解到对派遣专营权代表展览费用的范围从$ 15000至$ 20000（斯旺角，2001年）。根据结果显示这种以低成本吸引经销商签约的，少数经销商还将参加特许经营展览。现在，潜在的特许经营商可以参观特许网络，了解加盟条件

49、和申请方式。这种产生雇用关系的方式，由于减少甚至消除或大大减少了人们在手机上联系或通过会议准加盟商的互动，使特许人得到更多削减空间成本的方法。该特许系统在互联网的使用的程度取决于对行业、能力，以及其他一些变量。有些特许经营已经更进一步的利用互联网，他们将他们的培训计划放在网上，很容易被经销商和他们的员工访问。另一个用途是提供信息，例如，最近分支的客户、联系电话、价格和定单。这是另一种使特许经营体系广泛使用得工具。它使加盟商有机会与特许经营商互相沟通。据国际特许经营协会（IFA）指出互联网是被特许经营体系使用的最基本的高科技工具，它被特许者和被特许者都十分看好。特许经营使用因特网来培训他们的加盟商，并提供其培训计划。例如，冰沙和PJ的首席执行官ORouke说，他们的内部网络包含食谱、引导线、运作程序以及链接卖主和供应商等。另一个越来越流行的工具是终端销售系统。先进的POS系统可以跟踪客户购买、保管、库存水平，并报告特许加盟商瞬间的销售。有些系统甚至可以计算成本，