论文部分内容阅读
真正的连锁企业是以“打造百年品牌”为出发点和终点的。因为动机的不同,他们在做法上也有很大的不同。无论是外国的沃尔玛大型超市连锁、肯德基洋快餐连锁、耐克服装连锁,还是中国的东来顺涮羊肉连锁、北京全聚德烤鸭连锁、北京同仁堂药店连锁等,都是以打造百年连锁品牌为目的自营连锁和特许连锁企业。百年品牌的连锁企业的成功有六大共同特点。
The real chain is “to create a century brand ” as the starting point and the end. Because of their different motivations, they also make a big difference in their approach. Whether foreign Wal-Mart chain of supermarkets, KFC fast food chain, Nike clothing chain, or China Donglaishun Shuang mutton chain, Beijing Quanjude Roast Duck, Beijing Tong Ren Tang pharmacy chain, are to create a chain brand for the purpose of self-employed chain and Franchise chain. The success of a hundred-year brand chain has six common characteristics.