Franchise 特许经营

　　PART ONE: INTERVIEW

　　(1) Do you know any franchise organization? Can you name one?

　　你知道一些特许企业吗?你能说出一个吗?

　　Yes, I know some. Madonald’s/Kentucky Fried Chicken/Holiday Inn is a well-know franchise organization.

　　(2) Why do you think people open a franchised business?

　　你知道人们为什么要经营特许企业吗?

　　Because franchising enables many people to both own a business and get help running it.

　　(3) Why do you think companies franchise?

　　你认为是什么原因使得有些公司要进行特许经营?

　　Because franchisors don’t have to spend money to open franchises. On the contrary, people pay them to open it. It’s immediately profitable.

　　(4) Are there any disadvantages of owning a franchised business?(Why?/Why not?)

　　拥有一个特许企业有什么弊端吗?(为什么?)

　　Yes. Franchisee have to pay franchise fees.

　　PART TWO: MINI-PRESENTATION

　　What is important when…?

　　Entering a franchising agreement 打算签订特许合同时，应注意什么要点?

　　l Brand name 品牌

　　l Training 培训

　　I think the first important thing is to make sure that the company with which a person wishes to enter a franchising agreement has a big brand name, because this is the biggest benefit of owning a franchised business for a francisee. Franchisees can use the well-recognized brand name to make profits. After all, the purpose of entering business is to earn money.

　　Second, I think the franchisor should provide necessary training programs which should include managerial skills to the franchise. And the franchisee must ensure that the training programs should be satisfactory. Without successful training programs, it will be very difficult for the franchisee to run the business, and of course, it will be less likely for the franchisee to make money.

　　Third, I think the person who wishes to enter a franchising agreement should have the minimum amount of money needed for opening a franchised business. Because there will be various costs including the franchisee fee and opening costs, equipment down payment, and signs etc.

　　我认为最重要的事情是确保有意要签订特许协议的公司是一个大品牌，因为与拥有特许业务的大品牌会为特许经营者带来最大的利益。特许经营者可以利用被广泛熟知的品牌来获取利润。毕竟，参与特许经营的目的就是赚钱。

　　其次，我认为特许经营商应该提供必要的培训计划包括特许经营的管理技巧。特许经营者也有必要确保培训计划是令人满意的。没有成功的培训计划，特许经营者经营业务将会十分困难，当然，这样的话特许经营者也不会赚钱。

　　最后，我认为希望参与特许经营的人应该具备开展特许经营业务的最低金额。因为将会包括特许经营费、开店费用、设备首府的费用，以及签约费等等。

　　PART THREE: DISCUSSION

　　Entering a Franchise Agreement

　　A prospective investor is planning to enter a franchise agreement. You have been asked by him to give some advice on this. Discuss the situation together, and decide:

　　● what kinds of information you should look into

　　● what forms of support a franchisor should provide

　　经营特许企业

　　一位预期的投资者打算经营特许企业。他请你们对此事提供一些建议。讨论并决定：

　　l 应详细了解哪些方面的内容

　　l 特许人应该提供哪些帮助

　　A: When you are deciding whether to enter a franchise agreement, I think it’s important that we should first evaluate the opportunity.

　　B: Yes, I’m with you on that. It won’t do to jump to any opportunity of a franchised business. In order to be discreet, we’d better look into some of the franchise firm’s information, like its financial statement, because it can show whether the franchise firm is making profits or not, in other words, whether the firm is doing well or poorly.

　　A: That’s true. and I think we should also look into the franchise fee: How much does the firm charge to the buyer? Is the fee too high compared to other franchise firms?

　　B: Besides, don’t forget to look into the firm’s history. We should learn how the franchise firm has developed, and whether the firm has a bright future.

　　A: Another thing which is very important is to see whether the franchise firm has a nationally or regionally well-known brand name. otherwise, it’s meaningless to enter a franchise agreement.

　　B: In addition, we should also look into investment requirements to see whether the prospective investor can meet these requirements.

　　A: Now, let’s look at what forms of support a franchise firm should provide.

　　B: The franchise firm should provide training programs because the prospective investor may lack managerial skills.

　　A: And the training should be delivered well and not too brief.

　　B: It’s quite true, the franchisor should provide guidance in running the business.

　　A: And the franchise firm should allow the prospective investor to use its product or service.

　　B: Apart from these, the franchise firm should help the prospective franchisee to seize financial assistance if he or she has limited funds.

　　A: 当你正决定是否签订经营特许协议，我认为最重要的是我们应该首先对机会进行评估。

　　B: 是的，我同意你的观点。我们不能错过任何一个特许经营的机会，为了谨慎行事，我们最好调查一些特许厂家的信息，例如财务报表，因为它可以显示特许经营公司是否盈利，换句话说，公司运作良好还是不好。

　　A: 确实是这样。而且我认为我们也应该调查特许经营的费用： 购买者需要花费多少钱?跟其他特许经营公司比较费用是不是太高了?

　　B: 此外，不要忘记调查公司的历史。我们应该了解特许公司怎样发展起来的，再就是是否公司具备光明的前景。

　　A: 另一个非常重要的一点是特许经营公司是否具备国家过区域知名度，如果不具备，没必要与其签订特许经营协议。

　　B: 此外，我们也应该调查投资的需求来看一下未来的投资者是否能够满足这些需求。

　　A: 现在，让我们看一下特许经营公司应该提供哪些帮助。

　　B: 特许经营公司应该提供培训计划因为未来的投资者可能缺少管理技能。

　　A: 而且详细而不是过于简单。

　　B:非常正确。特许经营者应该提供经营业务的指导。

　　A:而且特许经营公司应该允许未来的投资者使用它们的产品或者服务。

　　B:除了这些以外，如果未来的特许经营者资金有限的话特许经营公司应该帮助其得到财政援助。

　　(1) What kind of franchised business will you enter?(Why?)

　　你愿意经营哪一类的特许经营企业?(为什么?)

　　I think I will choose catering sector, because there are a lot of well-recognized fast food restaurants. I can use their brand names, which will make it easier to earn money.

　　(2) What do you like to be, a sole proprietor or a franchisee?(Why?)

　　你是愿意成为独立业主还是被特许人?(为什么?)

　　I prefer to be a franchisee, because as a franchisee, you don’t need to open a new company, create a new product, and test the market.

　　(3) What do you think is the most attractive thing for a franchisee?

　　你认为被特许人来说什么是最有吸引力的?

　　The training offered by the franchisor. This is the most valuable thing in opening a franchise. You learn the first-class managerial skills in the training program.

　　(4) Do you think franchise opportunities exist in every type of business?(Why?/Why not?)

　　你认为所有的商业类型中都存在特许机会吗?(为什么?)

　　Yes, franchise opportunities touch every type of business: fast food, variety stores, repairs shops, dry-cleaning services, pet shops etc,, just to name a few.

　　(5) In which type of business is franchising popular?(Why?/Why not?)

　　在哪一类的商业中特许经营很风行?(为什么?)

　　Fast food. Numerous fast-food outlets can be seen in shopping malls.

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