【正文】 難成交。5)產(chǎn)品具普及性門店經(jīng)營銷售的是商品，而營業(yè)額的簡單計算方法就是營業(yè)額=來客數(shù)客單價，而來客數(shù)就牽涉到所銷售的商品是否為消費者所必須或經(jīng)常消費的，如果商品對消費者來說非必須的，則門店又要如何創(chuàng)造高的營業(yè)。當連鎖體系對商品所創(chuàng)造出的服務與產(chǎn)品毛利率未達25%時，則毛利過低，對未來獲利貢獻度上就很差。總部連鎖體系在開放特許加盟前，就應塑造產(chǎn)品和服務的獨特性(獨門配方、專利)，并加快發(fā)展的腳步，成為市場第一品牌，將潛在的競爭對手在進入市場后無生存的空間。通常在開放特許加盟時，總部至少已經(jīng)營十家以上的直營店，且80%的店有相當?shù)挠?，如無法達到上述條件，則總部最好檢討其原因，并在情況改善后，再將總部調整后的最佳狀況分享加盟主。因此，總部在欲開放特許的區(qū)域，應先了解自身知名度的狀況，當目標客層對公司的品牌認知度達50%以上時，是總部開放特許經(jīng)營的基本門檻，如達80%以上最佳，如知名度不足30%，則總部就尚待努力了。有了知名度才能在消費者心目中建立良好的形象，獲得消費者的信賴，讓加盟主一開店就能吸引顧客的目光，使得顧客源源不絕，創(chuàng)造銷售上的佳績。特許加盟總部自我要求達到的條件有下列各項。自己經(jīng)營管理自己的門店。1)條件2)優(yōu)點3)缺點32 特許加盟店由公司和欲經(jīng)營者合作共同推廣連鎖事業(yè)，總部指導加盟店各項經(jīng)營的技術，并收取一定比例的權利金及指導費。3)若產(chǎn)品獲得不易將降低顧客需求具有此特性的產(chǎn)業(yè)，可借由連鎖店據(jù)點的密度，增加顧客購買的便利，以維持或提高顧客需求量。但根據(jù)連鎖經(jīng)營的重點，具有以下特性的產(chǎn)業(yè)較適合以連鎖形態(tài)來經(jīng)營:1)產(chǎn)品購買頻率較高者因為連鎖經(jīng)營是一種高密度的通路組織，因此便利品或購買頻率高的商品，較適合以此種營銷通路進行銷售。4)經(jīng)營管理連鎖從總部到每一個門店皆遵從總部所分布的規(guī)章、規(guī)定、辦法行事，一切標準化、系統(tǒng)化、簡單化，一切的動作、做法皆有明文化而形成管理一元化、一致化、一貫化。2)企業(yè)識別連鎖看得到、感受得到的物體和行為皆要在每個店一化性，才能使連鎖更堅固，此包含招牌、裝潢、標準色彩、外觀、物品陳列、布置、包裝材料及手提購物袋、制服旗幟、收銀臺、名片、標識卡、意見箱、垃圾箱....等硬件及禮節(jié)、口號、招呼、....等行為語言，皆能識別出連鎖企業(yè)的味道。：企業(yè)理念和消費者理念。 un Centro di Servizi TelematiciAddress:INFODATA via Luigi Casnova,120125 Milano ItaliaTelephone:026700205Fax:026701913Email : infodata 主目錄 第一篇目錄 下一篇第7章連鎖特許經(jīng)營推動與應用本章內(nèi)容:1 何謂連鎖經(jīng)營2 連鎖經(jīng)營的條件3 連鎖經(jīng)營的形態(tài)4 連鎖系統(tǒng)開展加盟條件5 連鎖經(jīng)營的應用6 本資料內(nèi)容1 何謂連鎖經(jīng)營真正的連鎖體系需具備四個條件：1)經(jīng)營理念連鎖連鎖先連心、連想法、連觀念，因此需先有一致性的觀念，供員工、加盟者、消費者、社會大眾去認同，此連鎖才能無限連鎖、永續(xù)經(jīng)營，而此經(jīng)營理念是：：為什么做連鎖。 Distribution AssociationContact Person:Mike Emery,PresidentAddress: 3093 Herzeliya Israel 46590Telephone:9729576631Fax:9729576631Email:emmersIsraeli Franchise AssociationContact Person: KofflerAddress:44 Reines Street TELAviv,64587Telephone:97235273111Fax:97235245673Email:exhibitiMexican Franchise AssociationContact Person:Aldolfo Crespo,Director GeneraLAddress:Insurgentes Sur 1783,303,Colonia Guadalupe Inn Mexico City 01020,mexicoTelephone:5255248043Fax:525 524 8043National Franchise Association of TurkeyUFRADContact Person:osman ,Vice PresidentAddress:Selime Hatun Cami sk 13/480040 FindikliIstanbul/TurkeyTelephone:02122525561Fax:02122525561Turkish Franchising AssociationContact Person: yoil,Secretary GeneralAddress:Silime Hatun Camii Sok Ozlen :13/4,GumussuyuIstanbul,TurkeyTelephone:2915561Fax:2915561Netherlands Franchise AssociationContact Person:,DirectorAddress:Boonberglaan 12 NL1217 RR Hilversum,The NetherlandsTelephone:(31)356243444Fax:(31)356249194Polish Franchise AssociationContact Person:Jolanta Kramarz,chairmanAddress: 1 Warsaw,PoandTelephone:48226803039 ,123Fax:48226256956Singapore Intermational Franchise AssociationContact Person:Tan Thuan Seng,ChairmanAddress:71 sophia Road SingaporeTelephone:653348200Fax:653348211Email:FrantechSwedish Franchise AssociationContact Person:stig Sohlberg,CEO/Legal CounselAddress:Box 55123 114 85 Stockholm,SwedenTelephone:46 86608610Fax:4686627457Swiss Franchise AssociationContact Person: Kieser,President or Wildhaber,SecretaryAddress:Lowenstrasse 11,Postfach CH8039 Zurich,SwitzerlandTelephone:012254757Fax:012254777Romanian Franchise AssociationContact Person: Dolea,PresdentAddress:86,Bucharest Telephone:401 210 4881Fax:401 210 4832Email:mbasFranchise GuidesInternational Infodata39。Humanite 116/21070 BrusselsTelephone:003225239707Fax:0033225233510Federatopn of French Franchises Contact Person:Mme Chantal Zimmer,Executive DirectorAddress:60,rue La Boetie 75008 paris,FRANCETelephone:(33)153752225Fax :(33)153752220Federation of Norwegian Commrecial and Service EnterprisesContact Person:Per Reidarson,DirectorAddress: Solli 0202 Oslo,NorwayTelephone:4722558220Fax:4700228225Franchise Association of Australiaamp。連鎖特許經(jīng)營知識培訓(68)第6章 世界主要國家特許經(jīng)營協(xié)會各國加盟協(xié)會介紹Associacao Portuguesa Da FranchiseContact Person:Pedro Villa Franca,General DirectorAddress:Rua do Verbrato,253,1050 Lisbon,PortugalTelephone:3511315 28 14Fax:3511315 28 13Asociacion Argintina De FranchisingContact Person: Rivera,PrisidentAddress:Santa Fe 995,Piso 4 Buenos Aires 1059,ArgentinaTelephone:5413935263Fax:541393260Asociacion de Franchising de Chile Contact Person:Marcel Pormann,Director International AffairsAddress:Hernando de Aguirre 162, porvidencia,Santiago/chileTelephone:5622344189Fax:5623375719Email:Brazil Franchise Association Jeger,President Address: Reis 1548 CEP:04027000Sao Paulosp,BrazilTelephone:55115739496Fax:55115755590British Franchise AssociationContact Person:Lubka Kolarova,PresidentAddress:25 A Ochrid Street BG9000 Varna BulgariaTelephone:35952235 424Fax:5952600724Email:0644Colombian Franchise AssociationContact Person: ,PrisidentAddress: Cali,Colombia,South AmericaTelephone:572331 1086Fax:5723317138Czech Franchise AssociationContact Person: Fidler,President Scheeova,Member,Address:Board of directors Rytirska 18, 706, CZ11000 Praha 1Telephone:0042224215099Fax:0042 2 24215099 Danish Franchisors39。AssociationContact Person: Arendorff,President/AdvocateAddress:Amaliegade 37DK1256,Copenhagen K,DenmarkTelephone:4533156011Fax:4533910346Fecuadorian Franchise AssociationContact Person: Villagran,Executive DirectorAddress:9 de Octubrey,Los Rios,Edificio Finamsur,Piso 16GuayquilEcuadorTelephone :(5934)450097Fax:(5934)450150Email:LeonidasAmas Group Inc.Contact Person: Anas Address:62 Abassia ,EgyptTelephone: 2024843420Fax: 2022955456Email:oanasFederation Belge de la Franchise Contact Person:Reinhilde Hendrickx,Managing SecretaryAddress: L39。new ZealandContact Person:Berridge HumePhillips,Executive DirctorAddress:Suite 9,6Hunter Street Parramatta ,Sydney 2150 AustraliaTelephone:6128914933Fax:6128914474Franchise Association of Southern Africa Con