特許經(jīng)營(yíng)技術(shù)和品牌擴(kuò)張外文翻譯

1、<p>　　特許經(jīng)營(yíng)技術(shù)和品牌擴(kuò)張</p><p>　　市場(chǎng)的任何一個(gè)波動(dòng)都直接影響著中介企業(yè)的命運(yùn)。從4月份開(kāi)始，受政策影響，各大中介公司成交量均大幅萎縮。根據(jù)有關(guān)統(tǒng)計(jì)，5月到8月，各中介公司的交易量與年初相比，下滑了近50％，部分公司甚至達(dá)到了70％。而6、7月份，盡管依靠較為雄厚的實(shí)力，一些知名品牌依然能夠沉著應(yīng)對(duì)，其中部分公司已經(jīng)或準(zhǔn)備戰(zhàn)略收縮了。截至9月份，根據(jù)有關(guān)部門統(tǒng)計(jì)數(shù)據(jù)，已經(jīng)有幾千家中

2、介門店關(guān)門。 </p><p>　　作為全球最大的房地產(chǎn)綜合服務(wù)提供商，21世紀(jì)不動(dòng)產(chǎn)的上海區(qū)域分部也無(wú)可避免地遭遇沖擊。舉例說(shuō)，一般一個(gè)中小型的中介公司，月運(yùn)營(yíng)成本在1到3萬(wàn)元之間，而21世紀(jì)旗下的絕大多數(shù)門店運(yùn)營(yíng)成本都在6到10萬(wàn)元。這就意味著，在同樣的市場(chǎng)下，大品牌中介承擔(dān)著更大的運(yùn)營(yíng)壓力。 </p><p>　　雖處低潮“金字招牌”不倒 </p><p>　

3、　應(yīng)對(duì)宏觀調(diào)控，21世紀(jì)不動(dòng)產(chǎn)上海區(qū)域迅速推出了一系列措施，加大了對(duì)加盟店的支持力度。從4月開(kāi)始，首先調(diào)整了分部的運(yùn)營(yíng)結(jié)構(gòu)，將上海市劃分為兩個(gè)大區(qū)。同時(shí)，在三個(gè)方面加大了投入力度。一，在很多中介公司普遍裁員的情況下，21世紀(jì)不動(dòng)產(chǎn)上海區(qū)域的運(yùn)營(yíng)支持團(tuán)隊(duì)人數(shù)不降反升。同時(shí)加大了下店巡查及召開(kāi)商務(wù)會(huì)議的頻率，對(duì)加盟店進(jìn)行業(yè)務(wù)指導(dǎo)。二，加大市場(chǎng)推廣力度。根據(jù)21世紀(jì)上海區(qū)域市場(chǎng)部的數(shù)據(jù)，在4月到9月中間，上海區(qū)域投入的市場(chǎng)宣傳費(fèi)用比去年同期增

4、長(zhǎng)了60％。三，加大運(yùn)營(yíng)支持力度。據(jù)區(qū)域培訓(xùn)部統(tǒng)計(jì)，僅在新政開(kāi)始的前三個(gè)月，區(qū)域就推出了30多次免費(fèi)培訓(xùn)，除了傳統(tǒng)的IMA、21 PLUS 、新經(jīng)紀(jì)人培訓(xùn)等課程外，又推出了政策分析、金融知識(shí)分析、門店商務(wù)計(jì)劃、商業(yè)不動(dòng)產(chǎn)中介知識(shí)等一系列幫助加盟店應(yīng)對(duì)市場(chǎng)變化、擴(kuò)展經(jīng)營(yíng)思路的新課程。21世紀(jì)中國(guó)不動(dòng)產(chǎn)表示，雖然因?yàn)檎吲c市場(chǎng)的原因，在目前暫時(shí)遇到了一定的困難，但無(wú)論是中國(guó)總部，還是上海區(qū)域，都有信心也有能力帶領(lǐng)各門店走過(guò)市場(chǎng)低潮期。 &l

5、t;/p><p>　　為了鼓勵(lì)各加盟店在非常時(shí)期樹(shù)立信心，苦練內(nèi)功，上海區(qū)域在經(jīng)濟(jì)收入降低的情況下，依然投入了很大一塊資金，對(duì)運(yùn)營(yíng)規(guī)范的門店進(jìn)行定期嘉獎(jiǎng)。21世紀(jì)不動(dòng)產(chǎn)上海區(qū)域負(fù)責(zé)人特別強(qiáng)調(diào)，區(qū)域與加盟店的關(guān)系是一損俱損、一榮俱榮的關(guān)系，所以，最大限度地促進(jìn)加盟店的業(yè)績(jī)提升也是區(qū)域分部的利益所在。位于虹口區(qū)的21世紀(jì)不動(dòng)產(chǎn)精一加盟店負(fù)責(zé)人在接受采訪時(shí)說(shuō)，自4月份以來(lái)，店內(nèi)的成交受到了巨大的影響。作為一家經(jīng)營(yíng)時(shí)間較長(zhǎng)的

6、老店，雖然依靠過(guò)去的客戶積累，在部分月份還能保持盈利，但整體看來(lái)，只能維持保本經(jīng)營(yíng)。作為一家知名品牌的加盟者，在這次市場(chǎng)波動(dòng)中，無(wú)論是在市場(chǎng)推廣、相關(guān)培訓(xùn)及硬件支持上，都比其他中小中介獲得了更大優(yōu)勢(shì)。21世紀(jì)不動(dòng)產(chǎn)上海貴國(guó)加盟店店?yáng)|周先生也提到，在較為惡劣的市場(chǎng)環(huán)境中單店生存極其不易，這也是在周邊大量門店關(guān)閉的情況下，他還能維持繼續(xù)運(yùn)營(yíng)的一個(gè)原因。21世紀(jì)不動(dòng)產(chǎn)德佑加盟店股東邵先生則認(rèn)為，品牌聲譽(yù)、體系支持等因素只是一家門店成功的部分先

7、決條件，而在經(jīng)營(yíng)中，特別是在非常時(shí)期，店?yáng)|個(gè)人的信心及經(jīng)營(yíng)能力，對(duì)一家門店的發(fā)展有著不可替代的作用。 </p><p>　　成長(zhǎng)在大品牌下的小品牌 </p><p>　　大樹(shù)底下好乘涼。在21世紀(jì)不動(dòng)產(chǎn)這棵大樹(shù)下，一批加盟商用最短的時(shí)間迅速成長(zhǎng)為業(yè)績(jī)翹楚。從4月份到10月份，雖然21世紀(jì)不動(dòng)產(chǎn)上海體系中陸續(xù)有部分門店選擇了歇業(yè)，甚至有的門店僅第二季度的虧損就接近20萬(wàn)元，但是大品牌的恢復(fù)能

8、力也要比小中介來(lái)得快、快得多。11月以來(lái)，部分店?yáng)|已經(jīng)申請(qǐng)復(fù)業(yè)，60％以上門店已經(jīng)開(kāi)始轉(zhuǎn)為贏利或持平。 </p><p>　　區(qū)域某高層介紹，作為全球最大的房地產(chǎn)綜合服務(wù)提供商，21世紀(jì)不動(dòng)產(chǎn)已經(jīng)形成了系統(tǒng)全面的運(yùn)營(yíng)管理模式，在進(jìn)入中國(guó)大陸地區(qū)后，中國(guó)總部及各區(qū)域分部又投入了巨大的資金，對(duì)這些先進(jìn)的模式進(jìn)行了消化與吸收，并進(jìn)行了本土化工作。目前，總部從美國(guó)繼續(xù)引進(jìn)了MCA（ Management Consulta

9、nt Acade??my）等最新課程，并進(jìn)行了翻譯與調(diào)整，計(jì)劃于2006 年在中國(guó)各區(qū)域全面推廣。同時(shí)，作為一個(gè)大型房地產(chǎn)綜合服務(wù)提供商，除了傳統(tǒng)的二手房中介業(yè)務(wù)，在其他相關(guān)領(lǐng)域，如金融、評(píng)估、異地安家等，也均處于全球領(lǐng)先的地位。隨著上海二手房市場(chǎng)的發(fā)展，上海區(qū)域正借助21世紀(jì)遍布中國(guó)乃至全球的龐大網(wǎng)絡(luò)，對(duì)衍生業(yè)務(wù)進(jìn)行全面開(kāi)拓?？梢灶A(yù)見(jiàn)，隨著一系列措施的開(kāi)展，在未來(lái)一段時(shí)期內(nèi)，21世紀(jì)不動(dòng)產(chǎn)各門店的運(yùn)營(yíng)能力將有進(jìn)一步的提升，也有信心在未

10、來(lái)的三年內(nèi)通過(guò)完善發(fā)展戰(zhàn)略，提升核心競(jìng)爭(zhēng)優(yōu)勢(shì)，充分整合資源，真正成為中國(guó)房地產(chǎn)中介行業(yè)的第一品牌。 </p><p>　　有了這棵大樹(shù)，自然吸引了為數(shù)不少小加盟商積極加入。21世紀(jì)不動(dòng)產(chǎn)德佑加盟店店?yáng)|邵先生對(duì)這一品牌所帶來(lái)的效益深有體會(huì)。他說(shuō)：“21世紀(jì)不動(dòng)產(chǎn)的品牌聲譽(yù)，對(duì)門店的運(yùn)營(yíng)起到了重大的作用。特別是在上海這樣一個(gè)國(guó)際化的都市里，高端客戶，特別是境外客戶對(duì)21世紀(jì)品牌的認(rèn)可，為門店帶來(lái)了大量的業(yè)務(wù)。”他表示

11、，盡管前一段時(shí)間市場(chǎng)低迷，但是門店的業(yè)績(jī)并沒(méi)有受到重大影響。目前，他已經(jīng)在選址準(zhǔn)備開(kāi)出第四家門店。虹口區(qū)21世紀(jì)不動(dòng)產(chǎn)精一加盟店負(fù)責(zé)人也表示，正是因?yàn)殚T店長(zhǎng)期使用21世紀(jì)不動(dòng)產(chǎn)全球領(lǐng)先的質(zhì)量服務(wù)理念及方法，使大量的老客戶得到了良好維護(hù)。在最困難的幾個(gè)月里，正是依靠過(guò)去的客戶積累及品牌聲譽(yù)，使門店始終保持了一定的成交量。 </p><p>　　特許經(jīng)營(yíng)：快速占領(lǐng)市場(chǎng)的經(jīng)營(yíng)方式 </p><p&g

12、t;　　中介行業(yè)下一步會(huì)怎么樣？應(yīng)該如何生存？這是目前中介商們集體思考的問(wèn)題。21世紀(jì)不動(dòng)產(chǎn)上海區(qū)域負(fù)責(zé)人堅(jiān)信，特許加盟一定會(huì)在上?！吧鸂I(yíng)”。 </p><p>　　通過(guò)特許加盟的形式，可以讓更多的創(chuàng)業(yè)者，以盡可能小的風(fēng)險(xiǎn)進(jìn)入到一個(gè)行業(yè)中間。21世紀(jì)不動(dòng)產(chǎn)上海區(qū)域某運(yùn)營(yíng)負(fù)責(zé)人介紹，特許加盟是特許人與受許人之間的一種契約關(guān)系。根據(jù)契約，特許人向受許人提供一種獨(dú)特的商業(yè)經(jīng)營(yíng)特許權(quán)，并給予人員訓(xùn)練、組織結(jié)構(gòu)、經(jīng)營(yíng)管

13、理、商品采購(gòu)等方面的指導(dǎo)和幫助，受許人向特許人支付相應(yīng)的費(fèi)用。 </p><p>　　與直營(yíng)體系相比，特許經(jīng)營(yíng)人能夠最充分地組合、利用自身的優(yōu)勢(shì)，并最大限度地吸納廣泛的社會(huì)資源。同時(shí)，無(wú)論是對(duì)特許方還是受許方，在合作中都是技術(shù)和品牌價(jià)值的擴(kuò)張，經(jīng)營(yíng)模式的克隆，而不是簡(jiǎn)單的資本擴(kuò)張。這些特性決定了特許品牌可以以一個(gè)較低的風(fēng)險(xiǎn)與投入實(shí)現(xiàn)規(guī)模化經(jīng)營(yíng)，并迅速擴(kuò)大市場(chǎng)占有率。更重要的是，由于通過(guò)特許授權(quán)的方式，使經(jīng)營(yíng)者在進(jìn)

14、入一個(gè)行業(yè)初期，就能獲得良好的品牌效益，完善的管理支持，系統(tǒng)的產(chǎn)品研發(fā)等已有資源，大大提高加盟者的成功率。在美國(guó)，據(jù)有關(guān)統(tǒng)計(jì)，采用特許方式進(jìn)行經(jīng)營(yíng)的受許人有超過(guò)75％獲得了成功，而同期自主經(jīng)營(yíng)的成功率只有5％。目前，在美國(guó)特許經(jīng)營(yíng)的年銷售量達(dá)到10000 萬(wàn)億美元，占有40％商業(yè)零售總額。 </p><p>　　特許經(jīng)營(yíng)的低成本擴(kuò)張、分享品牌與支持的經(jīng)營(yíng)模式在房地產(chǎn)中介市場(chǎng)得到認(rèn)可。21世紀(jì)作為全球最大的房地產(chǎn)中

15、介服務(wù)提供商，在2000 年進(jìn)入中國(guó)大陸市場(chǎng)后，短短4年多時(shí)間，已經(jīng)發(fā)展了20個(gè)區(qū)域600家加盟店，在全球36個(gè)國(guó)家與地區(qū)，加盟店數(shù)達(dá)到7200 家。21世紀(jì)不動(dòng)產(chǎn)中國(guó)區(qū)先后被中國(guó)連鎖經(jīng)營(yíng)協(xié)會(huì)評(píng)為“中國(guó)優(yōu)秀特許品牌”；被國(guó)務(wù)院發(fā)展中心研究所、清華大學(xué)房地產(chǎn)研究所等機(jī)構(gòu)評(píng)為“中國(guó)10大最具價(jià)值房地產(chǎn)經(jīng)紀(jì)公司品牌”、“最佳特許經(jīng)營(yíng)品牌”；被《世界經(jīng)理人》雜志評(píng)為：“中國(guó)100最佳特許經(jīng)營(yíng)品牌，房地產(chǎn)行業(yè)首選品牌”；被國(guó)際S UPER BRA

16、NDS 機(jī)構(gòu)評(píng)為“中國(guó)超級(jí)品牌”。作為中國(guó)最大也是最具潛力的地區(qū)，上海區(qū)域也先后獲得了2005 年度上海市“房地產(chǎn)中介英雄榜”誠(chéng)信中介獎(jiǎng)，2004 年度房地產(chǎn)經(jīng)紀(jì)行業(yè)“金橋獎(jiǎng)”等一系列榮譽(yù)。</p><p>　　franchising technology and brand expansion</p><p>　　Any market fluctuations have a direct

17、 impact on the fate of intermediary firms. From April onwards, the policy implications, a major intermediary companies are shrinking turnover. According to the statistics, in May to August, the intermediary companies tra

18、ding volume compared with the beginning, a decline of nearly 50% of companies even reached 70%. And 6, July, although on a more solid strength, and some are still able to calmly deal with the well-known brands, which hav

19、e been or will be part </p><p>　　As one of the largest integrated real estate service providers, 21 of the Shanghai regional branch of real estate also inevitably suffered shocks. For example, a medium-sized

20、 general intermediary companies from 1 to 30,000 yuan in operating costs between 21 and the vast majority of shops operating costs are registered in the six-hundred thousand yuan. This means that in the same market, the

21、big brands have a greater intermediary operating pressure. Although the Department </p><p>　　Low "gold" does not do </p><p>　　for macro-control, 21 regional rapid real estate Shanghai

22、launched a series of measures, and increased support for the club. From April onwards, the first structural adjustment of the Business Division, Shanghai is divided into two major areas. At the same time, increased input

23、 in three areas. 1, in many intermediary companies generally layoffs of 21 regional real estate Shanghai Business support team number not risen. At the same time increased inspections of shops and business conferences he

24、ld</p><p>　　To encourage confidence in the club in an extraordinary period, devote great efforts, the Shanghai region in the lower economic income of a large piece of funding is still spent on the operation

25、norms shop regular awards. 21 regional heads of the Shanghai real estate in particular : the relationship between the region and launching a loss, a relationship with all countries prospering or declining, and maximize t

26、he performance of their club is in the interests of regional branches. 21 properties </p><p>　　Growth in the small-brand brand </p><p>　　Better enjoy the cool under a tree. This tree of real est

27、ate in the 21st century, a group allied to the rapid growth in the shortest possible time business performance leaders. From April to October, although the system has 21 real estate Shanghai chosen ceased some shops, and

28、 even some of the losses experienced in the second quarter to nearly 20 million, but also the capacity to restore the big brands intermediary rapidly than small, much faster. Since November, some shop owners have applied

29、 fo</p><p>　　A regional senior said that as the world's largest integrated real estate service providers, real estate has created 21 full operation management system in the Chinese mainland area, headqua

30、rters and the regional branch of China also devoted considerable resources These advanced models with the digestion and absorption, and the localization work. Currently, the MCA headquarters from the United States to con

31、tinue importing (Management Consultant Acade-my), the latest courses, and a translation an</p><p>　　With this tree, naturally attracted a large number of small companies active member to join. 21 real estate

32、 Deyou club owner Mr Shiu of the brand benefits intimate knowledge of the case. He said : “21 real estate brand reputation of the shop has played a significant role operate. Especially in such a cosmopolitan city of Shan

33、ghai, high-end customers, particularly offshore customer brand recognition in the 21st century, as experienced by a large number of operations.” He said that although some t</p><p>　　Franchising : the rapid

34、occupation of market operation </p><p>　　Intermediary trades happen next? Should survive? This is the intermediary companies have collective thought. 21 regional heads of the Shanghai real estate firm, will

35、join the concession in Shanghai "take root quartering." </p><p>　　Through concession in the form of licenses, allow more entrepreneurs to enter into a minimal risk of intermediate industries. 21 re

36、al estate Shanghai regional official responsible for the operation of a chartered member who is licensed and subject to a contractual relationship between Xu. According to the contract, the concession to the people affec

37、ted by Xu provide a unique business concession, and give staff training, organizational structure, management, commodity procurement guidance and ass</p><p>　　Compared with the retail system, franchising can

38、 fullest portfolio, the use of their advantages, and attract a wide range of social and maximize resources. At the same time, both parties or by Xu side of the concession, in cooperation are the expansion of technology a

39、nd brand value, the cloning business model, rather than simple capital expansion. These characteristics can be determined by a licensed brands inputs and achieve economies of scale and lower the risk of business and rapi

40、d expansion </p><p>　　Franchising expansion of low-cost, brand share and support business model to be recognized in the real estate market intermediary. 21, as the world's largest real estate intermediar

41、y service providers in entering the Chinese mainland market in 2000, four years time, has developed a regional 600 & 20, 36 countries and regions in the global, the number reached 7,200 home appliances. China has bee