摘要
加盟连锁的实质是对品牌及相关经营资源的授权使用。一方面有利于品牌的扩张,同时也带来了扩张后的维护问题。本文探讨了我国体育健身俱乐部采用加盟连锁经营模式中遇到的品牌维护问题、成因和对策。
The essence of franchise chain is sharing the brand and relative resources. So ,franchise chain is a way for headquarters to developing brand quickly. However, problem for protecting brand also appears at the same time. This paper discussed problem, reason and countermeasures for sports and fitness clubs to protect their brand when they developing franchise chain.
出处
《四川体育科学》
2008年第2期7-8,18,共3页
Sichuan Sports Science
