摘要:随着服装行业的发展，服装销售的渠道和模式也在不断地发生变革和创新，由“金字塔”式的销售渠道转变成为“特许经营”式的品牌销售模式。从国外和国内的特许经营实践看，可以说特许经营在中国的发展必将有一个无限广阔的空间！

随着服装产业时尚化程度的不断深入，人们对服饰的需求，已不再只限于“物美价廉”，更多的是要在品位、情趣、精神上获得满足，服饰品牌成为人们职业特点、生活品位、身份地位的象征，品牌消费已成为服装经济的重要特征。伴随着市场的悄然变化，原来的女装批发商逐渐转换经营思路，成为现在的品牌代理，服装连锁专卖模式已成为当今品牌服装销售的一种主流模式。

“安魅力”女装郑州市场特许经营模式的研究，则是针对具体目标市场进行特许专营的研究，通过对特许加盟的几个关键流程的深入分析，如寻找适合自己的特许商，确定进货价格，签订特许经营合同的注意事项等，可以让我国对于女装区域特许加盟有一个系统的认识。

关键词　特许经营，女装，品牌，渠道

Abstract:Along with the development of the clothing profession, the outlet and mode of the clothing sale also at constantly occurrence change and innovation is become the brand of “Franchise” type sale mode by the sale outlet change of “pyramid” type. See from the foreign and local charter management fulfillment, can say charter to conduct will have necessarily in the development of China an infinite vast of space!

Because the clothing industry vogue turn degree continuously thorough, people's need to the dress, already no longer be limited by “of good quality but expensive", want merely on the personal status, interesting aspect, spirit to acquire to satisfy, the dress brand becomes a people's occupation characteristics, life personal status, the identity position of symbol, the brand consumption has become the important characteristic of the clothing economy. Accompany with a market to change quietly, the original lady’s' wear wholesale dealer converts the management way of thinking gradually, becoming the brand agency of now, the clothing catena sells a kind of essential mode that the mode has become nowadays the brand clothing sale particularly.

“Emely” lady’s wear the Zhengzhou's market permit specially the research of the business model, then carrying on the research that permits specially particularly a camp to concrete target market, passing the thorough analysis of a few key processes that becomes number of to the charter, if look for to suit an own charter company, the assurance enters the price of goods space, signing to permit specially a management the regulation of the contract etc., can let the understanding that we permit specially to become number of to have a system to the lady’s' wear district.

Keywords　 FRANCHISE, LADYS WEAR, BRAND, CHANNE

　　　服装连锁专卖模式已成为当今品牌服装销售的一种主流模式。特许经营既有机遇,又有风险。首先，特许经营作为一种经营模式自然存在其优点及缺点，如何细分及量化在理论支持上比较薄弱。其次，特许经营有很强的地域特色，现在的理论研究大多没有认识到特许经营架构和商业运作模式的特性，大多数理论文献，都是国外的。再次，对于构成特许经营市场各方对特许经营的认识，需求很不相同，在发展特许经营的准备，能力，法律意识等方面都不均衡，造成了错综复杂的现象。而且，对于特许经营的风险控制研究，国内外的理论一般涉及不多。由于特许经营涉及到交易成本和当事人的切身利益，为使其具有效率，就必须规定一种制度框架，划分决策权，以及风险计量制度和所有权控制制度，本文以此为思路，进行女装特许经营的研究。

　　　本文从受许人角度,探讨特许经营的优势及其存在的风险,并提出防范风险的基本对策。本文通过“安魅力” 女装郑州市场特许经营的案例分析，对特许经营特别是关于女装特许经营提供更深、更全面的第一手资料。同时通过对“安魅力” 女装特许经营郑州市场的研究，提出改进意见，对初期创业者寻找适合自己经济实力的品牌有所帮助。