特别广播英语第 409 课：AN INTRODUCTION TO FRANCHISING 开间专卖店-2

The reasons for the spectacular growth of franchising are not hard to identify. 找出特许经营行业迅速发展的原因并不难。

To begin with, a franchise operation has already identified a potential market and created a product to fit a consumer need. 首先，专卖经营已经确定了潜在的市场，也创造出了符合顾客需求的商品。

This is especially true of fast-food stores, which have kept pace with the changing outlook of modern societies. 这一点对于与现代社会瞬息万变的境况共同前进的快餐店尤为适用。

In addition, buying a franchise from an established company, while not guaranteeing success, will at least diminish the risk of failure. 此外，买下一家已具规模的公司的特许经营权，虽然不保证一定成功，但至少降低了失败的风险。

While around 30 percent of independent small companies go bust within the first two years, the failure rate for first-time franchisees is only at around five percent. 独立经营的小公司约有30%在头两年内破产，而首次参与特许经营失败的比率仅为百分之五左右。

Another reason why so many inexperienced entrepreneurs turn to franchising is the support usually provided by the parent company. 许多缺乏经验的创业者选择特许经营的另一个原因，就是母公司通常都会给予支援。

Established accounting, management, supply, and control systems give franchisees the benefit of previously accumulated business experience while still allowing a limited amount of independence. 既定的会计、管理、供应和控制系统，让经销商从前人累积的商业经验中获益，同时仍然保持一定的独立性。

Franchising, then, is considered by many to be the ideal way to enter business for the first time. 因此，许多人都认为开专卖店是初入商场的理想的选择。

Prospective franchisees, however, are well advised to properly research the nature of the industry and the background of the franchise holder before committing themselves and their money. 然而，打算投身这一行业的企业家在将自身和金钱投入进去之前，建议先仔细彻底地研究这家企业的性质和授权人的背景。

Get it right, and the rewards can be considerable. In the words of Colonel Sanders of KFC fame, “buying a franchise is probably the quickest, easiest, and most successful way of becoming an entrepreneur.” And he should know. 做得好，报酬会很可观。如著名的肯德基的桑德斯上校所说：“也许买个专卖店是成为企业家最快、最简单也最容易成功的方法。”而且他应该知道得很清楚。