资源描述：
《Abstract国际贸易方向毕业论文模板摘要.doc》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、AbstractFranchise,asanewlyemergedmodeofmanagement,isundergoingrapiddevelopmentwhileChinaisopeningwidertotheoutsideworld.AndtotheChinesehouse-furnishingindustry,competitionhasbeenmoreintensifiedthaneverbeforewithmoreandmoreforeigncapitalsflowin.AsIKEA,theworld’slargestfurnitureretail
2、erfromSwedenenteredintoChinain1998andmanagedtoopenitsfifthoutletontheChinesemainlandin2006,franchisehasbecomethemajorexpansionwayforIKEAtowinChina’smarket.Thispaperhasfirstofallmadeatheoreticalexplanationofthedefinitionandcharacteristicsoffranchisemanagement.Ittakesananalyticstancet
3、opinpointstheadvantagesandrisksfortakingfranchiseasabusinessmodel.Toillustrate,thispaperhastakenIKEAasacasestudyandexploredtheessentialfactorsthatleadthefranchisingIKEAtosuccess.Itrevealedthataspectssuchasmarketingstrategies,pricessystem,promotionmethods,logisticschannels,togetherwi
4、thcompanyculturearethechiefsecretsthatcountforIKEA’ssweepingachievementglobally.Giventhedomestichouse-furnishingindustryaregravetobeinternationalized,thisstudyproposedthatChinesehouse-furnishingenterprisesshouldmanagetogetmoreenlightenmentsformIKEA’simplication.Keywords:franchise,ho
5、use-furnishingindustry,lowercost,IKEA’smarketingstrategies摘要特许经营作为一种新兴的经营方式，正随着中国日渐开放的国门迅速发展。而入世5年来，由于外资不断涌入，中国家装业市场竞争越发激烈。而自全球家居巨头--瑞典宜家家居1998年进入中国来，2006年已在中国开设第五家分店。特许经营已经成为宜家赢取中国市场最主要的发展方式。本文从理论上解释了特许经营的定义及特点，分析了特许经营的优势及同时存在的风险，并以宜家的成功作为研究案例，探讨了宜家家居通过特许经营通向成功的必备因素，并指出营销策略，价格体系，促销
6、手法，物流渠道，企业文化等是使得宜家的风靡全球的秘密。最后本文指出，本土家装业要想国际化，则应努力学习宜家的战略手法。关键词：特许经营，家装业，更低的成本，宜家的营销策略AcknowledgementsThanksgototheForeignLanguagesSchooloftheEastChinaJiaotongUniversityforacceptingmyproposalandthefurtherpaperinacourageousway.Iwouldliketoacknowledgemyindebtednesstomyacademicsuperviso
7、rProfessorJiRongqin,vicedeanofourschoolforherinvaluablehelp.Duringtheformulationofthispaper,Iconfrontedwithsomedifficulties,whereProfessorJiprovidedmewithsuggestionsaswellwecourage.Thankstoherconstanthelp,greatpatienceandcarefulscrutiny;Ihaveexperiencedaqualityleapinmypaperworkingan
8、dalsoamemorabletime
