对外经济贸易大学硕士学位论文中国特许快餐业与西方快餐业的比较分析姓名：王耀宁申请学位级别：硕士专业：国际贸易学指导教师：朱明侠2010-09
햪튪 훐쪽뿬닍튵쳘탭뺭펪뗄랢햹퓚훐맺웰늽뷏췭ꎬ뷼킩쓪살ꎬ닍틻튵쳘탭뺭펪뗄랢햹쫆춷톸쏍ꎬ듓닍쳼늼뻖ꆢ닍틻욷훖떽맺볊횪쏻뛈뗈랽쏦뚼좡뗃쇋뎤ퟣ뷸늽ꆣ룹뻝2009쓪뿬닍튵50잿뗄춳볆쫽뻝살뾴ꎬ닍틻웳튵ퟟ쿲맺볊뗄늽랥튲퓚훰쓪볓뿬ꆣ 쫗쿈ꎬ놾컄뷩짜쇋쳘탭뺭펪뗄룅쓮뫍쳘헷ꎬ웤듎뻍컒맺닍틻튵쳘탭뺭펪쿖ힴꆢ듦퓚컊쳢벰웤쳘뗣뷸탐첽쳖ꎬ뷴뷓ퟅꎬ놾컄틔컷쪽뿬닍튵뻞춷뿏뗂믹ꆢ싳떱샍캪샽ꎬ뷩짜컷쪽닍틻튵뗄랢햹쿖ힴ뫍쳘뗣ꎬ춨맽뛔훐컷쪽뿬닍튵뗄뇈뷏럖컶ꎬ쳡돶훐쪽닍틻튵쳘탭뺭펪뗄랢햹뇘탫듓샭싛횪쪶ꆢ랢햹룱뻖ꆢ욷없뫍컄뮯햽싔ꆢ죋닅엠퇸뫍닍틻욷훖뗈컥룶랽쏦뷸탐룄짆뫍쳡짽ꆣ 훐쪽닍틻샺쪷폆뻃ꎬ뻍죧훐뮪컥잧쓪뗄컄쏷튻퇹ꎬ훐닍퓚맺볊짏튲쿭폐뫜룟뗄횪쏻뛈뫍죏뿉뛈ꎬ떫훐닍퓚폫퇳뿬닍뺺헹훐ꎬ웤퓚펪튵뛮ꆢ욷없횪쏻뛈틔벰닋욷뗄뇪ힼ뮯돌뛈짏쪼훕뒦폚쇓쫆ꆣ훐닍뮹쎻폐췪좫ퟟ돶맺쏅ꎬퟟ쿲쫀뷧ꆣ틲듋ꎬ듳솦랢햹닍틻튵쳘탭뺭펪붫쫇훐쪽닍틻튵솢ퟣ폚맺볊쫐뎡뗄뇘평횮슷ꆣ 맘볼듊ꎺ훐쪽뿬닍튵ꆢ컷쪽뿬닍튵ꆢ쳘탭뺭펪
Abstract The franchising development of Chinese Fast-food Industry has found a rapid progress in recent years in China though it just started in 1990s. Based on the 2009 statistical data on top 50 Fast-food industries, we could find that Chinese Fast-food Industry is stepping into the international market year by year. Firstly, this thesis introduced the concept and characteristics of franchising. Secondly, it focused on the franchising situation, existing problems and characteristics of Chinese Fast-food Industry. Taking Western Fast-food Industry, KFC and McDonalds for exam-ple, through comparative analysis with them, it pointed out that in order to develop and improve the franchising situation of Chinese Fast-food Industry, we should focus on the following five areas, which are knowledge on franchising, developing frame-work, brand strategy, personnel training and types of dishes. Like 5000-year-long Chinese civilization, Chinese Fast-food Industry also has a long sthistory and has got very high international recognition and popularity in the 21 century. But Chinese Fast-food Industry always lags behind its foreign counterpart in comparing annual turnover, brand popularity and extent of dishes standardization. Therefore, as one of the most suitable way leading to the rapid development of Chinese Fast-food Industry, we should take good advantage of franchising so as to enable Chinese Fast-food Industry establish its status as quick as possible in international market. Key Words: Chinese Fast-food Industry, Western Fast-food Industry, Franchising
톧캻싛컄풭뒴탔짹쏷 놾죋횣훘짹쏷ꎺ쯹돊붻뗄톧캻싛컄ꎬ쫇놾죋퓚떼쪦뗄횸떼쿂ꎬ뛀솢뷸탐퇐뺿릤ퟷ쯹좡뗃뗄돉맻ꆣ돽컄훐틑뺭힢쏷틽폃뗄쓚죝췢ꎬ놾싛컄늻몬죎뫎웤쯻룶죋믲벯쳥틑뺭랢뇭믲킴맽뗄ퟷ욷돉맻ꆣ뛔놾컄쯹짦벰뗄퇐뺿릤ퟷퟶ돶훘튪릱쿗뗄룶죋뫍벯쳥ꎬ뻹틑퓚컄훐틔쏷좷랽쪽뇪쏷ꆣ놾죋췪좫틢쪶떽놾짹쏷뗄램싉퓰죎평놾죋돐떣ꆣ 쳘듋짹쏷 톧캻싛컄ퟷ헟잩쏻ꎺ 2010쓪 9퓂5죕
톧캻싛컄냦좨쪹폃쫚좨쫩 놾죋췪좫쇋뷢뛔췢뺭볃쎳틗듳톧맘폚쫕벯ꆢ놣듦ꆢ쪹폃톧캻싛컄뗄맦뚨ꎬ춬틢죧쿂룷쿮쓚죝ꎺ내헕톧킣튪쟳쳡붻톧캻싛컄뗄펡쮢놾뫍뗧ퟓ냦놾ꎻ톧킣폐좨놣듦톧캻싛컄뗄펡쮢놾뫍뗧ퟓ냦ꎬ늢닉폃펰펡ꆢ쯵펡ꆢ즨쏨ꆢ쫽ퟖ뮯믲웤쯼쫖뛎놣듦싛컄ꎻ톧킣폐좨쳡릩쒿슼볬쯷틔벰쳡릩놾톧캻싛컄좫컄믲늿럖뗄퓄샀럾컱ꎻ톧킣폐좨내헕폐맘맦뚨쿲맺볒폐맘늿쏅믲헟믺릹쯍붻싛컄ꎻ퓚틔늻틔펮샻캪쒿뗄뗄잰쳡쿂ꎬ톧킣뿉틔쫊떱뢴훆싛컄뗄늿럖믲좫늿쓚죝폃폚톧쫵믮뚯ꆣ놣쏜뗄톧캻싛컄퓚뷢쏜뫳ퟱ쫘듋맦뚨ꆣ 톧캻싛컄ퟷ헟잩쏻ꎺ 2010쓪9 퓂5죕 떼쪦잩쏻ꎺ 2010쓪9 퓂5죕
뗚1헂 쳘탭뺭펪룅쫶 1쳘탭뺭펪튻듊뗄펢컄운킴캪Franchise, 룹뻝펢컄ퟖ뗤뗄뷢쫍ꎬ쳘탭뗄몬틥쫇돶싴닺쿺좨ꎬ내ퟖ쏦틢쮼ꎬ쳘탭뺭펪뿉틔샭뷢캪돶싴닺쿺좨뗄튻훖뺭2펪랽쪽ꆣ2007쓪5퓂1죕웰쪵쪩뗄ꆶ짌튵쳘탭뺭펪맜샭쳵샽ꆷ 붫쳘탭뺭펪뚨틥캪ꎺ짌튵쳘탭뺭펪횸펵폐힢닡짌뇪ꆢ웳튵뇪횾ꆢ샻ꆢ폐벼쫵뗈뺭펪풴뗄웳튵ꎬ틔뫏춬탎쪽붫웤펵폐뗄뺭펪풴탭뿉웤쯻뺭펪헟쪹폃ꆣ놻쳘탭죋내헕뫏춬풼뚨퓚춬튻뗄뺭펪쒣쪽쿂뾪햹뺭펪ꎬ늢쿲쳘탭죋횧뢶쳘탭뺭펪럑폃뗄뺭펪믮뚯ꆣ웳튵틔췢뗄웤쯻떥캻뫍룶죋늻뗃ퟷ캪쳘탭죋듓쫂쳘탭뺭펪믮뚯ꆣ 쳘탭뺭펪뗄룅쓮 3맺볊쳘탭뺭펪킭믡ꎨInternational Franchise Association, 벴IFAꎩ맘폚쳘탭뺭펪뗄뚨틥캪ꎺ쳘탭뺭펪쫇쳘탭죋뫍놻쳘탭죋횮볤뗄웵풼맘쾵ꎬ뛔놻쳘탭죋뺭펪훐뗄죧쿂쇬폲ꎨ뺭펪뻷쟏뫍엠통ꎩ평쳘탭죋쳡릩늢폐틥컱놣돖솪쾵ꆣ놻쳘탭죋뗄뺭펪쫇퓚쳘탭죋뗄뿘훆쿂내튻룶릲춬뇪볇ꆢ뺭펪쒣쪽뫍ꎨ믲ꎩ맽돌뷸탐뗄ꎬ늢쟒놻쳘탭죋듓ퟔ벺뗄풴훐뛔웤튵컱뷸탐춶ꆣ 1 쳘탭뺭펪풴ퟔ펢컄Franchiseꎬ쫇21쫀볍훷쇷뗄짌튵뺭펪쒣쪽ꎬퟷ캪튻훖뺭펪랽램ꎬ쯼뿉틔쿲죎뫎탐튵쇬폲삩헅ꆣ룹뻝훐맺짌컱늿뚨틥ꎬ쳘탭뺭펪쫇횸춨맽잩뚩뫏춬ꎬ쳘탭죋붫폐좨쫚폨쯻죋쪹폃뗄짌뇪ꆢ짌뫅ꆢ뺭펪쒣쪽뗈뺭펪풴ꎬ쫚폨놻쳘탭죋쪹폃ꎻ놻쳘탭죋내헕뫏춬풼뚨퓚춳튻뺭펪쳥쾵쿂듓쫂뺭펪믮뚯ꎬ늢쿲쳘탭죋횧뢶쳘탭뺭펪럑ꆣ 2 ꆶ짌튵쳘탭뺭펪맜샭쳵샽ꆷ쫇2007쓪1퓂31죕평맺컱풺릫늼뗄ꎬ늢폚2007쓪5퓂1죕쪵쪩뗄횼퓚맦랶훐뮪죋쏱릲뫍맺뺳쓚듓쫂뗄짌튵쳘탭뺭펪믮뚯ꎬ룃쳵샽폐잿훆뗄램싉킧솦ꎬ뛔폚듙뷸짌튵쳘탭뺭펪붡뾵ꆢ폐탲랢햹ꎬ캬뮤쫐뎡훈탲뻟폐훘튪틢틥ꆣ 3 맺볊쳘탭뺭펪킭믡ꎬ펢컄좫돆 International Franchise Association, 볲돆IFAꎬ놻폾캪“쳘탭뺭펪횮짹”ꎬ 쫇좫쟲랶캧쓚뫜폐펰쿬솦뗄쳘탭뺭펪ퟩ횯ꆣ쒿잰ꎬ킭믡돉풱쳘탭뺭펪랢햹뇩벰100룶맺볒ꎬ짦벰75훖늻춬탐튵ꆣ 1
춨쯗튻뗣샭뷢ꎬ벴쳘탭뺭펪좨펵폐헟틔뫏춬풼뚨뗄탎쪽ꎬ퓊탭놻쳘탭뺭펪헟폐뎥쪹폃웤쏻돆ꆢ뇪횾ꆢ폐벼쫵ꆢ닺욷벰퓋ퟷ맜샭뺭퇩뗈듓쫂뺭펪믮뚯뗄짌튵뺭펪쒣쪽ꆣ튲뿉틔뚨틥캪튻룶짌튵믺믡ꎬ벴튻훖럾컱믲튻훖쪹폃쳘뚨짌뇪뗄닺욷쯹폐헟ꎨ뎧짌믲럖쿺짌ꎩ붫떱뗘럖쿺뫍쿺쫛폐좨뢳폨쒳튻룶죋믲웳튵ꎬ룃룶죋믲웳튵쿲쯹폐헟횧뢶럑폃믲샻좨쪹폃럑늢듯떽튻뚨뗄훊솿뇪ힼퟷ캪믘놨ꆣ웤훐뢳폨쯻죋좨샻뗄룶죋믲웳튵돆캪쳘탭죋ꎨFranchisorꎩ,놻뢳폨뺭펪좨늢룹뻝톡퓱뗄랽램짺닺믲쿺쫛닺욷믲럾컱뗄룶죋믲웳튵돆캪쫜탭죋ꎨFranchiseeꎩꆣ 42004쓪12퓂30죕짌컱늿릫늼뗄ꆶ짌튵쳘탭뺭펪맜샭냬램ꆷ 뗚뛾쳵뛔쳘탭뺭펪ퟶ쇋룼볓쏷좷뗄맦뚨ꎺꆰ쳘탭뺭펪쫇횸춨맽잩뚩뫏춬ꎬ쳘탭죋붫폐좨쫚폨쯻죋쪹폃뗄짌뇪ꆢ짌뫅ꆢ뺭펪쒣쪽뗈뺭펪풴ꎬ쫚폨놻쳘탭죋쪹폃ꎻ놻쳘탭죋내헕뫏춬풼뚨퓚춳튻뺭펪쳥쾵쿂듓쫂뺭펪믮뚯ꎬ늢쿲쳘탭죋횧뢶쳘탭뺭펪럑ꆱꆣ ퟝ맛짏쏦맘폚쳘탭뺭펪뗄벸룶뚨틥ꎬ컒쏇뿉틔뾴돶쳘탭뺭펪ퟷ캪튻훖짌튵뺭펪쒣쪽ꎬ퓚뺭펪맽돌뫍뺭펪랽램훐뗄쳘뗣쫇ꎺ1ꎩ쳘탭죋뛔짌뇪ꆢ짌뫅ꆢ닺욷ꆢ샻ꆢ폐벼쫵뗈펵폐쯹폐좨ꆣ2ꎩ쳘탭죋붫웤펵폐뗄헢킩쯹폐좨뗄쪹폃좨춨맽뫏춬풼뚨뗄랽쪽ꎬ쫚좨쫜탭죋쪹폃ꆣ3ꎩ쫜탭죋쪹폃헢킩좨샻뇘탫횧뢶튻뚨뗄럑폃ꆣ4ꎩ쳘탭죋뫍쫜탭죋뗄뫏ퟷ믹뒡쫇쳘탭뺭펪뫏춬ꆣ 쳘탭뺭펪뗄쳘헷 쳘탭뺭펪훷튪쫇짺닺웳튵믲엺랢웳튵쿲볓쏋짌폐뎥쳡릩짌뇪ꆢ웳튵뇪횾ꆢ샻ꆢ폐벼쫵뗈뺭펪풴ꎬ쫴폚튻훖뛀쳘뗄횪쪶닺좨탎쪽뗄죃ꆣ쳘탭뺭펪튻냣탨튪튻훖쳘쫢뗄벼쓜ꎬ헢훖벼쓜쫇쳘탭죋춨맽뺭퇩믱뗃뗄ꎬ쯼뿉틔죃ꎬ늢쟒늻뿉놻릫훚솢벴헆컕ꎬ쫜샻좨놣뮤ꎬ쓜룄짆놻쳘탭죋뗄뗘캻ꎬ냯훺웤뷸죫튻룶탂뗄쫐뎡ꆣ쳘탭죋쿲놻쳘탭죋죃쳘쫢벼쫵뫳ꎬ펦춬쪱룸폨놻쳘탭죋뫳탸뗄벼쫵믲짌튵럾컱짏뗄냯훺뫍횧돖ꎬ냼삨죋풱엠통ꆢ뎧횷톡퓱ꆢ풭쇏릩펦뫍맣룦췆맣뗈ꆣ 4 ꆶ짌튵쳘탭뺭펪맜샭냬램ꆷ쫇2004쓪12퓂8죕짌컱늿뗚17듎늿컱믡틩짳틩춨맽늢릫늼뗄쳘탭뺭펪쳵샽ꎬ룃쳵샽ퟔ2005쓪2퓂1죕웰쪩탐ꆣ 2
쳘탭뺭펪뗄뫋탄쫇횪쪶닺좨뗄죃 볓쏋ퟜ늿ퟷ캪죃랽ꎬ춨맽돶쫛믲죃쳘탭좨ퟩ뫏룸쫜죃랽ꎬ살쪵쿖횪쪶닺좨뗄죃ꆣ횪쪶닺좨죃뗄쓚죝춨뎣냼삨짌뇪ꆢ웳튵뇪횾ꆢ샻ꆢ폐벼쫵뗈뺭펪풴ꆣ 볓쏋쮫랽뗄맘쾵쫇춨맽잩뚩쳘탭뫏춬살쪵쿖뗄 룃뫏춬뻟폐램싉킧솦ꎬ쯼붫볓쏋ퟜ늿폫볓쏋뗪뗄좨샻폫틥컱뷴쏜뗄솪쾵퓚튻웰ꎬ뫏춬쳵뿮맦뚨쇋쮫랽뗄좨샻뫍틥컱ꆣ룃뫏춬쳵뿮평ퟜ늿훆뚨ꎬ캪쇋놣돖춳튻ꎬ볓쏋뗪뛔뫏춬쎻폐죎뫎탞룄뗄좨샻ꎬ뇘탫췪좫럾듓ꆣ 쳘탭뺭펪쫇뺭펪좨뗄벯훐ꎬ쯹폐좨뗄럖즢 쳘탭죋뾪랢닺욷ꎬ놻쳘탭죋돶잮릺싲ꎬퟜ늿뫍럖뗪늻쫴폚춬튻놾ꆣ룷놻쳘탭죋뛔ퟔ벺뗄뗪워펵폐쯹폐좨ꎬퟜ늿춳튻훆뚨웳튵쪶뇰뇪횾ꎬ맜샭훆뛈벰듙쿺췆맣볆뮮ꎬ뗪워내헕ퟜ늿춳튻맜샭뷸탐뺭펪ꆣ ퟜ늿쳡릩탭뿉뫍뺭펪횸떼 ퟜ늿뿉뛔볓쏋뗪뷸탐뎤웚횸떼뫍냯훺ꎬ쒿뗄퓚폚쪹쯻쏇컼쫕뫍ꆰ뿋슡ꆱ쳘쫢벼쟉뫍뺭펪쒣쪽ꎬ늢퓚뾪튵뫳뺡뿬ퟟ짏헽맬ꎬ좡뗃쫕틦ꆣ춨뎣퓚뷓쫜짪쟫뫳ꎬퟜ늿튪짷훘뗘뛔뗪워뫍춶헟뷸탐쪵뗘뗷퇐ꎬ돤럖뾼싇짪쟫헟뗄훊뫍쓜솦ꎬ틔놣횤짪쟫헟뿉틔퓚뫳탸뗄뺭펪믮뚯훐뺡뿬늽죫헽맬ꆣ 짌뇪 닺욷짌뇪벰웤뇪횾쫇튻훖뿉틔폃춼탎뇭쪾틔쟸뇰ퟔ좻죋믲램죋뗄닺욷믲럾컱뗄뇪ힼꆣ컞싛쫇쓄훖샠탍뗄쳘탭뺭펪ꎬ짌뇪벰웤뇪횾뫍짌튵쏻돆뚼릹돉쳘탭뺭펪뗄믹놾틲쯘ꎬ쫇쳘탭뺭펪쳥쾵뗄믹뒡ꆣ 샻폫폐벼쫵 샻폫폐벼쫵튲돆캪쳘쫢벼쫵ꎬ쫇쳘탭죋춨맽뺭퇩믱뗃뗄ꎬ쯼쏇3
뿉틔놻죃ꎬ늢늻뿉놻릫훚솢벴헆컕ꎬ웤훐뗄샻쫜샻좨놣뮤ꎬ늢캪웤헆컕헟듸살뺺헹랽쏦뗄샻틦ꆣ 벼쫵횧돖폫튵컱엠통 쳘탭죋쿲놻쳘탭죋죃쳘쫢벼쫵쪱펦춬쪱룸폨벼쫵횧돖폫튵컱엠통ꆣ헢퇹ퟶ뗄쒿뗄퓚폚냯훺놻쳘탭죋쇋뷢ꆢ컼쫕뫍퓋폃쳘쫢벼쫵ꎬ쳘탭죋뿉퓚놻쳘탭죋뗄웳튵펪튵횮잰믲횮뫳펦쿲웤쳡릩헢훖냯훺ꆣ 펪튵잰뫳뗄냯훺 펪튵잰뗄냯훺횸뛔릤ퟷ죋풱뗄엠통ꆢ뎧횷뗄톡퓱ꆢ톰헒춶뗄냯훺틔벰뛔쿖뎡뗄뗷퇐뗈ꆣ펪튵뫳뗄냯훺횸벼쫵믲짌튵짏뗄냯훺ꎻ램싉ꆢ쮰컱ꆢ닆믡뗈랽쏦뗄틢볻뫍붨틩ꎻ쿺쫛랽램짏뗄붨틩ꎻ맣랺탻뒫냯훺ꎻ쓚늿릵춨ꆢퟩ횯쇬떼뫍릩펦풭닄쇏뗈ꆣ 뺭펪짭럝뗄뛀솢탔 놻쳘탭죋ꎨ쫜탭죋ꎩ틔뛀솢뗄짭럝뷸탐춶ꎬ뛔볓쏋뗪펵폐쯹폐좨ꎬ볓쏋뗪폫ퟜ늿뗄맘쾵쿠뮥뛀솢ꆣ 뺭펪믮뚯뗄ퟔ훷탔 놻쳘탭죋ꎨ쫜탭죋ꎩ뛔볓쏋뗪뗄죕뎣뺭펪믮뚯펵폐ퟔ훷좨ꆣ죧ꎺ캪쇋쿺쫛쳘탭닺욷ꎬ놻쳘탭죋뿉틔룹뻝쫐뎡탐쟩짨볆췆맣믮뚯뗈ꆣ 뺭펪쒣쪽뗄춳튻탔 놻쳘탭죋ꎨ쫜탭죋ꎩ내헕쳘탭뺭펪뫏춬맦뚨뗄뺭펪쒣쪽뷸탐뺭펪ꎬ벴ퟜ뗪폫볓쏋뗪뗄뺭펪쒣쪽뚼쫇춳튻뗄ꆣ 벼쫵횧돖뗄돖탸탔 퓚뫏춬폐킧웚쓚ꎬ쳘탭죋뇘탫쿲놻쳘탭죋쳡릩돖탸뗄ꆢ늻볤뛏뗄벼쫵횧돖폫횸떼ꎬ틔좷놣놻쳘탭죋쓜ퟔ쪼훁훕내ퟜ늿뗄뺭펪쒣쪽뷸탐뺭펪ꆣ 4
췢퓚탎쿳뗄튻훂탔 쯤좻볓쏋뗪폫ퟜ늿퓚쯹폐좨짏쿠뮥뛀솢ꎬ떫뛔췢튪탎돉춳튻놾뺭펪뗄튻훂탎쿳ꎬ냼삨췢맛ꆢ뗪쳃짨볆ꆢ닺욷냼ힰꆢ럾컱맦랶쓋훁펪튵죋풱뗄럾ힰ뗈ꆣ ퟛ짏쯹쫶ꎬ뿉틔뾴돶ꎬ쳘탭죋뫍놻쳘탭죋뗄맘쾵볈쿠뮥뛀솢ꎬ폖뮥쿠잣훆ꎬ쳘탭죋뗄뺭펪랢햹믡듸뚯놻쳘탭죋ꎨ볓쏋뗪ꎩ뗄랢햹쫆춷ꎬ뛸놻쳘탭죋뗄뺭펪탐캪튲믡쿠펦뗄펰쿬떽쳘탭죋뗄짹폾뫍탎쿳ꆣ본폚듋ꎬ캪놣헏쳘탭뺭펪믮뚯뗄맦랶탔뫍춳튻탔ꎬ쳘탭죋뇘탫뛔놻쳘탭죋뗄뺭펪믮뚯뷸탐돖탸폐킧뗄볠뚽뫍맜샭ꆣ 맘폚훐컷닍쳘탭뺭펪 닍틻튵쫇쳘탭뺭펪듳볒춥훐ퟮ돉릦뗄탐튵횮튻ꎬ죋쏇튻쳡떽쳘탭뺭펪뇘좻믡쿫떽싳떱샍ꆢ뿏뗂믹ꎬ쯻쏇뗄쏻ퟖ벸뫵돉쇋쳘탭뺭펪뗄듺쏻듊ꎬ늻뗃늻돐죏ꎬ싳떱샍ꆢ뿏뗂믹틑뺭퓚늿럖훐맺죋ꎬ폈웤쫇뚼쫐쟠짙쓪탄쒿훐돉캪튻훖컄뮯쪱짐ꎬꆰ돔몺놤ꆱ늻뷶뷶쫇쪳폻싺ퟣꎬ룼쫇튻훖짺믮랽쪽뫍뺫짱탨쟳ꎬ5헢튲헽쫇닍틻쳘탭욷없뗄컄뮯뺫짱솦쯹퓚ꆣ 6룹뻝톧헟췵쳬폓 뗄맛뗣ꎬ훐닍튵쳘탭뺭펪뻟폐뗃쳬뛀뫱뗄폅쫆ꎬ쯦ퟅ컒맺훐닍벯풼뮯뺭펪뗄랢햹ꎬ쳘탭뺭펪틑돉캪훐닍웳튵삩헅뫍룶죋뒴튵뗄훘튪춾뺶ꎬ훐닍튵쳘탭뺭펪쫊펦쇋짧믡뮯듳짺닺뫍쿖듺닍틻쿻럑뗄뿍맛탨쟳ꎬ춨맽뷏뗍돉놾쪵쿖웳튵맦쒣ꎬ춨맽닺욷뫍럾컱뇪ힼ뮯쪵쿖웳튵맦랶뮯맜샭ꎬ춨맽횪쏻닺욷ꆢ럾컱뫍폐벼쫵쪹웳튵뿬쯙랢햹ꆣ훐맺랹뗪킭믡믡뎤몫쏷죏캪ꆰ솬쯸뺭펪쫇훐닍튵뗄랢햹랽쿲ꆱꆣ ꆰ쳘탭뺭펪틀좻쫇짌뷧튻막잿듳뗄췆뚯솦ꎬ쯼틑늻뷶뷶놻쫓캪쫇웳튵뿬쯙훂뢻뗄ퟮ병뒴튵랽쪽ꎬ룼놻쫓캪웳튵뗄튻쿮햽싔믲쫖뛎ꎬ살듯떽웳튵뿬쯙째춸쫐뎡ꎬ믱뗃뿉맛쫐뎡럝뛮뗄쒿뗄ꆣ퓚좫쟲뾪햹쳘탭뺭펪튵컱뗄탐튵훐ꎬ폈틔닍틻튵뻓뛠ꎬ쟒돉릦싊벫룟ꆣ닍틻튵돉릦쳘탭뺭펪룅쓮뗄튪쯘쫇ꎺ붨솢튻룶췪짆뗄쳘탭뺭펪쾵춳ꎬ늢캪볓쏋짌쳡릩돖탸뺭펪쯹뇘탫뗄통솷ꆢ 5 햪ퟔ2005쓪-2006쓪훐맺쳘탭뺭펪탐튵럖컶벰춶톯놨룦ꆣ 6 췵쳬폓ꎨ1946- ꎩ쓐ꎬ쳬뷲죋ꎬ쳬뷲닆뺭듳톧싃폎쾵훷죎ꎬ뷌쫚ꆣ 5
7횧돖뫍횸떼럾컱ꎬ릹붨튻훖벫뻟틀삵탔늢쓜헦헽듯돉“쮫펮”뗄쳥쾵ꆱ 놾컄붫틔싳떱샍ꆢ뿏뗂믹컷쪽뿬닍뗪캪샽ꎬ뻍훐컷랽닍틻튵쳘탭뺭펪ힴ뿶ꆢ쳘뗣틔벰랢햹뛔닟뷸탐럖컶ꎬ늢쾣췻쓜캪훐쪽닍틻튵퓚ퟟ쿲맺볊뮯뗄뗀슷훐ꎬ쳡릩튻킩폐틦뗄붨틩ꆣ 뗚2헂 훐컷쪽뿬닍튵쳘탭뺭펪ힴ뿶뇈뷏럖컶 8컒맺쫇쫀뷧죽듳훸쏻쏀쪳 맺볒횮튻ꎬ훐뮪쏀쪳쿭폾훐췢ꎬ컅쏻ꆣ쎿쓪ꎬ탭뛠쒽쏻살훐맺뗄췢맺폎뿍ꎬ뚼믡퓚폎샀횮폠ꎬ돩돶쪱볤욷뎢뗘뗀뗄훐맺닋ꎬ쯻쏇뛔훐뮪쏀쪳벰웤엫랽램퓞늻뻶뿚ꆣ 쒿잰ꎬ훐맺뿬닍튵쫐뎡뺺헹죕쟷벤쇒ꎬ쓚폐늻뛏벤퓶쟷폚놥뫍뗄맺쓚쫐뎡ꎬ췢폐뮢쫓듽믺듳뻙뷸죫뗄맺볊닍틻뻞춷ꆣ뿉틔쮵ꎬ훐맺뗄닍틻튵틑뺭늽죫쇋캢샻쪱듺ꎬ닍틻튵틑늻퓙쫇춶짙ꆢ볻킧뿬ꆢ룟샻죳뗄탐튵ꎬ뛸뇤돉쇋튻룶춶룟ꆢ럧쿕듳ꆢ샻죳짙뗄탐튵ꆣ 듓컒맺쒿잰뗄닍틻튵뺭펪ힴ뿶뾴ꎬ뿬닍튵뗪쏦룷뻟쳘즫ꎬ뺭펪욷훖랱뛠ꎬ볈폐훐떵쳘즫닍망ꆢ뻆뗪뇶망닍쳼ꆢ택쿐닍틻ꎬ폖폐킡돔ꆢ듳업떵ꆢ뿬닍ꆢ룷쪽컷뗣뫍닍틻쪳욷뗈ꎬ훖샠랱뛠ꎬ럧룱룷틬ꆣ쳘탭뺭펪뻍쫇퓚닍틻튵뺭펪맽돌훐펿쿖돶살뗄탂탍뺭펪랽쪽ꆣ컞싛쫇훐쪽뿬닍튵뮹쫇컷쪽뿬닍ꎬ튪쿫퓚닍틻튵쫐뎡좡뗃량풾쪽랢햹ꎬ뚼컞튻샽췢뗄닉폃쳘탭뺭펪헢훖솬쯸뺭펪랽쪽ꎬ톸쯙뗄삩헅ퟔ벺뗄뗪쏦쫽솿ꎬ늢퓚뛌웚쓚좡뗃쏷쿔뗄뺭볃킧틦ꆣ 쿂쏦붫헫뛔훐컷쪽뿬닍튵랢햹쿖ힴ벰웤쳘뗣ꎬ춨맽뇈뷏럖컶뗄랽램ꎬ뷸튻늽싛횤훐쪽닍틻튵튪쿫퓚맺볊쫐뎡햾컈뷅룺ꎬ뇘탫뷨본뫍컼좡컷쪽닍틻튵랢햹뺭퇩ꎬ돤럖랢믓쳘탭뺭펪뗄쳘뗣ꆣ 훐쪽뿬닍튵쳘탭뺭펪뗄쿖ힴ럖컶 맺볊닍틻솬쯸뗪뗄랢햹뛔훐쪽닍틻탐튵웰떽쇋훘튪뗄웴쪾뫍쪾랶ퟷ폃ꆣ뷼쓪살컒맺닍틻쫐뎡쳘탭뺭펪뗃떽쇋뿬쯙랢햹ꎬ웳튵랢햹뛠풪뮯쟷쫆죕붥퓶 7 햪ퟔ탬훘뻅훸ꆶ닍틻쳘탭뺭펪쪵컱ꆷꎬ2005쓪9퓂ꆣ 8 쫀뷧죽듳훸쏻쏀쪳맺볒벴췁뛺웤ꆢ램맺뫍훐맺ꆣ 6
잿ꎬ욷없컄뮯뺺헹뫍훊솿탍뺭펪뗄뻖쏦돵늽탎돉ꆣ닍틻튵뾪쪼힢훘ꆰ쟩룐뺭펪ꆱ뫍ꆰ죋탔뮯ꆢ룶탔뮯ꆱ뗄럾컱ꎬ퓚뺭펪훐늻뛏뒴탂ꎬ듓뺭펪뮷뺳짏믽벫뷨본컷랽뺭펪횮뎤ꎬힷ쟳쿖듺샭쓮뫍죋컄웸쾢ꎬ힢훘욷없펪쿺뫍웳튵컄뮯뗄엠퇸뫍붨짨ꎬ컒맺닍틻튵틑뷸죫쇋튻룶햸탂뗄랢햹뷗뛎ꆣ 훐맺뗄뿬닍튵웰늽뷏췭ꎬ틔1987쓪4퓂뿏뗂믹뿬닍솬쯸뗪뷸죫놱뺩쫐뎡캪웵믺ꎬ뷒뾪쇋훐맺쿖듺뿬닍뿬쯙랢햹뗄탲쒻ꆣ뺭맽뛠쓪뗄랢햹ꎬ훐맺뿬닍튵뿬쯙퓶뎤ꎬ쫐뎡럝뛮늻뛏삩듳ꆣ퓚20쫀볍90쓪듺맺쏱짺닺ퟜ횵춬뇈퓶뎤78%뗄놳뺰쿂ꎬ훐맺뿬닍튵틔20%뗄쓪뗝퓶싊톸쯙퓶뎤ꎬ탐튵샻죳싊퓚15%-25%횮볤ꎬ뿬닍튵돉캪횧돖닍틻튵돖탸랢햹뗄훘튪솦솿뫍탂뗄뺭볃퓶뎤뗣ꆣ2008쓪훐맺닍틻쫐뎡퓋탐믹놾욽컈ꎬ닍틻튵볌탸돉뎤ힳ듳ꎬ솬탸18쓪놣돖솽캻쫽뗄룟쯙퓶뎤ꆣ좫쓪닍틻튵쇣쫛뛮듯떽15404틚풪ꎬ춬뇈퓶뎤%ꎬ뇈짏쓪퓶럹룟돶룶냙럖뗣ꎬ햼짧믡쿻럑욷쇣쫛ퟜ뛮뗄%ꎬ닍틻쿻럑삭뚯짧믡쿻럑욷쇣쫛ퟜ뛮퓶뎤룶냙럖뗣ꎬ뛔짧믡쿻럑욷쇣쫛ퟜ뛮뗄퓶뎤9릱쿗싊캪%ꎬ볌탸돉캪삭뚯뺭볃퓶뎤뗄훘튪솦솿ꆣ 퓚맜샭랽쏦ꎬ훐맺닍틻웳튵뮹뒦폚뷨본ꆢ쒣럂뫍믽샛뺭퇩뗄뷗뛎ꎬퟜ쳥짏뮹쎻폐붨솢뫍탎돉튻헻쳗돉쫬뗄펪쿺맜샭ꆢ욷없맜샭뫍ퟩ횯붨짨뗈컯쇷엤쯍쒣쪽ꆣ 10룹뻝훐맺엫킭믡ꆢ훐맺짌튵솪뫏믡뫍훐뮪좫맺짌튵탅쾢훐탄뗄뗷닩쿔쪾ꎬ2009쓪뛈컒맺닍틻냙잿웳튵펪튵뛮캪틚풪ꎬ뇈2008쓪뛈닍틻냙잿펪튵뛮퓶뎤%ꎬ뇈좫짧믡닍틻튵쇣쫛뛮퓶뎤럹뛈룟룶냙럖뗣ꆣ2009쓪뛈컒맺닍틻냙잿웳튵닺ퟜ뛮틚풪ꎬ샻죳ퟜ뛮뎬맽100틚풪ꎬ11듓튵죋풱풼100췲죋 ꆣ쯤좻쫜뷰죚캣믺뗄펰쿬ꎬ2009쓪닍틻튵뗄펪튵뛮퓶쯙럅뮺ꎬ떫닍틻냙잿펪튵뛮맦쒣좴쏷쿔볓뿬ꆣ죫캧닍틻냙잿쏅볷듳럹쳡룟ꎬ평2008뗄틚풪쳡룟떽틚풪ꎬ퓶뎤25%ꆣ 뷼웚ꎬ훐맺엫킭믡퓚뺩릫늼쇋2009쓪뿬닍튵50잿쏻떥ꎬ잰죽볗놻냙쪤ꆢ싳떱샍폫뗂뿋쪿햪뗃ꆣ2009쓪ꆣ잰50잿쿺쫛쫕죫듯600틚ꎬ2008쓪웤 9 햪ퟔꆰ2010-2015쓪훐맺뿬닍튵춶럖컶벰잰뺰풤닢놨룦ꆱ 10 훐맺엫킭믡ꎨ펢컄China Cuisine Associationꎬ쯵킴CCAꎬ볲돆훐엫킭ꎩꎬ쫇뺭맺볒폐맘늿쏅엺ힼ돉솢ꎬ늢퓚쏱헾늿뗇볇뗄좫맺닍틻튵탐튵킭믡ꆣ쫇평듓쫂닍틻튵뺭펪ꆢ맜샭폫엫벼틕ꆢ닍쳼럾컱ꆢ틻쪳컄뮯ꆢ닍틻뷌폽ꆢ엫샭싛ꆢ쪳욷펪퇸퇐뺿뗄웳쫂튵떥캻ꆢ룷벶탐튵ퟩ횯ꆢ짧믡췅쳥뫍닍틻뺭펪맜샭헟ꆢ볒ꆢ톧헟ꆢ돸쪦ꆢ럾컱죋풱뗈ퟔ풸ퟩ돉뗄닍틻튵좫맺탔뗄뿧늿쏅ꆢ뿧쯹폐훆뗄탐튵ퟩ횯ꆣ 11 쟫닎볻컠훝쇣뻠샫 7
ퟜ펪튵쫕죫캪틚풪ꎬ햼좫맺힡쯞닍틻튵쇣쫛뛮%ꆣ뗷닩쿔쪾ꎬ50잿훐잰쪮쏻펪튵쫕죫틚풪ꎬ햼50잿펪튵ퟜ뛮%ꆣ퓚뷰죚캣믺놳뺰쿂ꎬ뿬닍웳튵벫잿뗄뾹럧쿕쓜솦ꎬ펪튵쫕죫룟폚2008쓪ꆣ50볒쓪펪튵쫕죫뻹듯떽틚풪틔짏ꎬ웤훐23볒퓶뎤쯙뛈뎬맽좫맺힡쯞닍틻튵욽뻹퓶쯙%ꎬ11볒퓶쯙뎬맽30%ꆣ냙쪤닍틻벯췅훐맺쫂튵늿릫릲맘쾵쫗쾯듺뇭탬뾡죏캪ꎬ맺쓚뿬닍탐튵벯훐뛈죔좻뷏뗍ꆣ쯻쮵ꎺꆰ쏀맺잰쪮쏻뿬닍웳튵햼헻룶탐튵뗄30%ꎬ쿠뇈쿂컒쏇뗄벯훐뛈럇뎣뗍ꆣꆱ춬쪱쯻횸돶ꎬ훐맺쫐뎡쯍닍튵컱잱솦뻞듳ꆣ좥쓪냙쪤훐맺쿺쫛뛮듯떽288틚ꎬ좫쓪탂뾪닍쳼쫽솿뎬맽500볒ꎬ랢햹쯙뛈놣돖뿬쯙퓶뎤쟷쫆ꆣ 훐맺뿬닍50잿웳튵잰쪮캻럖뇰쫇냙쪤ꆢ싳떱샍ꆢ뗂뿋쪿ꆢ캶잧ꆢ헦릦럲ꆢ뫏탋ꆢ릷늻샭ꆢ뻛뗂뮪쳬ꆢ듳쓯쮮뷈ꆢ잧쾲뫗ꆣ컷쪽뿬닍튵벨볌탸쇬엜ꎬ12떫훐쪽뿬닍튵벨퓶럹뎬맽컷쪽뿬닍ꎬ솬쯸삩헅잿뺢ꆣ 횵뗃힢틢뗄쫇ꎬ돉솢뷼16쓪뗄헦릦럲뿬닍뗪랢햹톸쯙ꎬ쒿잰퓚좫맺틑폐350볒쏅뗪ꆣ 13뢽ꎺ2009쓪훐맺뿬닍튵50잿쏻떥 업업떥캻쏻돆 떥캻쏻돆 쏻 쏻1 냙쪤닍틻벯췅훐맺쫂튵늿 26 짮?쏦뗣췵틻쪳솬쯸폐쿞릫쮾 2 싳떱샍ꎨ훐맺ꎩ폐쿞릫쮾 27 뎣훝샶뮪뿬닍폐쿞릫쮾 쳬뷲뚥쟉닍틻럾컱톯폐쿞릫쮾ꎨ뗂뿋3 28 놱뺩샏볒뿬닍폐쿞퓰죎릫쮾 쪿ꎩ 4 캶잧ꎨ훐맺ꎩ뿘막폐쿞릫쮾 29 짏몣웫뚦닍틻랢햹폐쿞릫쮾 5 헦릦럲닍틻맜샭폐쿞릫쮾 30 즽뚫뷰뗂샻벯췅뿬닍솬쯸폐쿞퓰죎릫쮾6 뫏탋닍틻벯췅 31 쓾늨뫃캶떱닍틻폐쿞릫쮾 7 쳬뷲릷늻샭뿬닍폐쿞릫쮾 32 놦룖랢햹폐쿞릫쮾닍틻맜샭럖릫쮾 8 뻛뗂뮪쳬뿘막폐쿞릫쮾 33 쟠떺쏾듭쏅틻쪳컄뮯폐쿞릫쮾 9 붭쯕듳쓯쮮뷈닍틻폐쿞릫쮾 34 맰쇖죋벯췅랢햹릫쮾 12 쟫닎볻췸틗닆뺭 13 쟫닎볻쫀뷧짌튵놨뗀췸 8
맾뛻뇵뚫랽뷈ퟓ췵솬쯸뺭펪폐쿞퓰죎릫10 뫓놱잧쾲뫗틻쪳막럝폐쿞릫쮾 35 쮾 11 헣붭컥랼햫쪵튵막럝폐쿞릫쮾 36 컚슳쒾웫쫐쯕쫏웳튵랢햹폐쿞릫쮾 12 쯷뗏쮹훐맺 37 짏몣훐틻닍틻맜샭폐쿞릫쮾 13 폀뫍듳췵벯췅 38 짏몣탂퇇듳볒샖닍틻폐쿞릫쮾 14 붭컷훐뿬닍틻ꎨ벯췅ꎩ랢햹폐쿞릫쮾 39 커몺룖쳺벯췅뿬닍쪳욷틻쇏릫쮾 15 냶늺냼쳬쿂닍틻맜샭폐쿞릫쮾 40 퇌첨삶냗뿬닍폐쿞릫쮾 16 쿧듥믹맺볊닍틻솬쯸벯췅폐쿞릫쮾 41 놱뺩뫍뫏마닍틻맜샭폐쿞릫쮾 17 쓾늨쫐살뇘놤닍틻폐쿞릫쮾 42 헣붭샏쓯뻋닍틻폐쿞릫쮾 18 듳솬퇇믝뿬닍폐쿞릫쮾 43 놱뺩볎뫍튻욷웳튵맜샭폐쿞릫쮾 19 놱뺩쫗뚼믺뎡닍틻랢햹폐쿞릫쮾 44 짮?쫐뷰마풰쪵튵랢햹폐쿞릫쮾 20 짏몣쫀뫃닍틻맜샭폐쿞릫쮾 45 놱뺩뷰럡닍틻폐쿞릫쮾 쓾늨쫐몣쫯쮳췺믹닍틻뺭펪맜샭폐쿞릫21 46 놱뺩뺩죕닍틻폐쿞릫쮾 쮾 22 십삼삭쏦뿬닍솬쯸폐쿞릫쮾 47 삼훝뷰뚦얣죢쏦폐쿞릫쮾 23 쓾늨몣쫯탂쯄랽쏀쪳폐쿞릫쮾 48 붭쓏킡돸닍틻맜샭폐쿞릫쮾 24 놱뺩?늸?늸닍틻맜샭폐쿞릫쮾 49 뫏럊럊컷샏쒸벦닍틻폐쿞퓰죎릫쮾 25 짮?쫐볎췺닍틻솬쯸폐쿞릫쮾 50 즽뚫맽쟅풵닍틻솬쯸뺭펪폐쿞릫쮾 춨맽움뇈ꎬ뿬닍튵욷없킧펦늻뛏쿔쿖ꎬ펰쿬솦폫죕뻣퓶ꎬ퓚틽쇬탐튵뿬쯙랢햹훐웰떽쇋쪾랶탔ퟷ폃ꎻ퓚듙뷸닍틻닺튵짽벶ꆢ췆뚯뗘랽뺭볃랢햹훐ꎬ랢믓쇋벫웤훘튪뗄ퟷ폃ꆣ 훐쪽뿬닍튵쳘탭뺭펪뗄쳘뗣 뺡맜뿬닍튵쪵솦듳럹쳡짽ꎬ떫펯샻쓜솦틀좻늻룟ꎬ퓚뺺헹톹솦틔벰ퟔ짭닺튵쓜솦뗈틲쯘쿞훆쿂ꎬ탐튵틑훰늽뷸죫캢샻쪱듺ꆣ훐맺엫킭믡쿠맘뢺퓰죋십퇥뮪뇭쪾ꎬꆰ웳튵돉놾럑폃뗄퓶럹튪룟폚펪튵뛮뗄퓶럹ꆣꆱ2009쓪닍틻튵냙잿웳튵뗄욽뻹샻죳싊뷶캪%ꎬ뗍폚2008쓪뗄쮮욽ꆣ룹뻝뛔컒맺닍틻튵랢햹ힴ뿶뗄럖컶ꎬ뿉틔뾴돶ꎬ닍틻튵쳘탭뺭펪랢햹뻟폐죧쿂벸룶쳘뗣ꎺ 9
훐쪽닍틻튵쯤웰늽뷏췭ꎬ떫랢햹쫆춷톸쏍 훐쪽닍틻튵횱훁1996쓪닅뾪쪼랢햹쳘탭뺭펪솬쯸뗪ꆣ쯤좻뾪햹쳘탭뺭펪뗄쪱볤뷏췭ꎬ떫퓚쯦뫳뗄벸쓪훐랢햹톸쏍ꆣ2003쓪좫맺닍튵냙잿웳튵훐폐79볒닉폃쳘탭뺭펪랽쪽ꆣ듳뛠쫽웳튵튲듓쳘탭뺭펪헢훖탂탍뺭펪랽쪽훐쫕떽쇋뫜뫃뗄킧틦ꆣ놱뺩좫뻛뗂벯췅샻폃웤훐뮪샏ퟖ뫅퓚맺쓚췢랢햹횱펪뗪뫍볓쏋뗪ꎬ삩헅뺭볃맦쒣뫍쫐뎡펪쿺쓜솦ꎬ2001쓪뗄펪튵뛮캪틚풪ꎬ캻뻓좫맺닍틻냙잿뗚냋캻ꎻ틔뺭펪죢캪훷뗄뚫살쮳솬쯸뺭펪릫쮾ꎬ쓪쿺쫛쫕죫듯떽틚풪,캻쇐좫맺닍틻냙잿훐뗄뗚11캻ꆣ2009쓪ꎬ훐맺좫뻛뗂ꎨ벯췅ꎩ막럝폐쿞릫쮾틑짏짽훁맺쓚냙잿닍틻웳튵뗄뗚7캻ꆣ 믰맸탐튵뾪햹쳘탭뺭펪쪱볤뷏퓧,평폚믰맸뗄훆ퟷ릤틕뷏틗뷸탐뇪ힼ뮯짺닺ꎬ쯹틔웤쳘탭뺭펪랢햹뷏뿬ꎬ죧쓚쏉맅킡럊퇲뫍킡캲퇲2006쓪펪튵뛮퓚닍틻튵냙잿훐업퓚뎬벶욷없냙쪤뫍싳떱샍횮뫳ꎬ캻쇐뗚죽ꆢ쯄캻ꎬ돉캪놾췁닍틻욷없랢햹쯙뛈뗄ힴ풪뫍냱퇛ꆣ킡럊퇲2006쓪ퟜ펪튵뛮뎬맽61틚풪ꎬ퓶14뎤싊듯%ꎻ 킡캲퇲뗄ퟜ펪튵뛮틚풪ꎬ퓶뎤싊룼룟듯%ꆣ 쯤뾪햹쳘탭뺭펪뗄훐쪽닍틻웳튵쫽쒿훚뛠ꎬ떫맦쒣뷏킡 뺡맜퓚솬쯸뗪뗄쫽솿짏ꎬ훐쪽뿬닍ퟜ쳥짏폫퇳뿬닍틑폐럖춥뾹샱횮쫆ꎬ떫뻍떥룶웳튵뗄쟩뿶살뾴ꎬ훐쪽닍망뗄맦쒣웕뇩뷏킡ꆣ2003쓪뿏뗂믹퓚훐맺뗄뗪워ퟜ쫽틑듯떽튻잧볒ꎬ훐쪽닍틻튵훐뗪워ퟮ뛠뗄십삼삭쏦뮹늻떽500볒ꆣ퓚펪튵뛮랽쏦ꎬ훐쪽닍틻튲뒦폚쏷쿔쇓쫆ꎬ쟒닮뻠헽퓚훰쓪삭듳ꆣ뻍욷없횪쏻뛈뛸퇔ꎬ튻쿮춳볆쇏뇭쏷ꎬ죧뷱ꎬ맺죋뛔뿬닍뗪뗄죏횪돌뛈ꎬ뿏뗂믹캪100%ꎬ싳떱샍캪97%ꎬ뇘쪤뿍캪42%ꎬ탂퇇듳냼캪12%ꎬ폀뫍뚹붬뷶캪1%ꎬ뿉볻ꎬ훐컷쪽뿬닍욷없퓚횪쏻뛈랽쏦폫퇳뿬닍튲듦퓚뷏듳닮뻠ꆣ 닍틻욷훖뗘쟸닮틬뷏듳ꎬ퓚좫맺뾪햹쳘탭뺭펪쓑뛈뷏듳 훐맺럹풱쇉삫ꎬ죋뿚훚뛠ꎬ닍틻튵쫐뎡맣삫ꎬ떫뿚캶뗘쟸탔닮틬뷏듳ꆣ훐쪽뿬닍뗪뗄맜샭헟펦뛔늻춬뗘쟸뗄쿻럑쾰맟ꆢ럧췁죋쟩뷸탐돤럖뗄쪵뗘뗷퇐ꎬ폈웤퓚웳튵뿬쯙랢햹쪱웚ꎬ룼튪좡뗃헢랽쏦뗄뗚튻쫖쇏ꎬ캪ퟔ벺뗄뿬닍뗪뺡뿬죚죫떱뗘죋쏱짺믮ퟶힼ놸ꎬ럱퓲믡틲캪쮮췁늻럾뛸떹뇕ꆣ용죧퓚맺 14 쟫닎볻훐맺뺭볃탅쾢췸 10
쓚웤쯼뗘쟸랢햹쫆춷솼뫃뗄쓚쏉맅킡럊퇲믰맸뷸죫훘쟬튻쓪뫳평폚늻쫊펦떱뗘죋뗄뿚캶ꎬ뺭펪ힴ뿶늻병ꎬ늻뗃늻췋돶훘쟬ꆣ뫜뛠뗘랽탔뗄킡돔뫍뿬닍욷훖퓚떱뗘뺭펪뫬믰떫좴뫜쓑퓚좫맺랶캧쓚탎돉웸뫲ꆣ맺췢훸쏻뗄쳘탭솬쯸뺭펪웳튵뗄돉릦뺭퇩룦쯟컒쏇ꎺ퓚훐맺놾췁믲몣췢뮪죋좦샯닍틻튵쳘탭뺭펪뗄돉냜맘볼틲쯘벴쫇럱쓜죫쿧쯦쯗ꎬ뛸늻퓚폚만쫘뛠짙룶ꆰ춳튻ꆱꆣ떱맋뿍폫춳튻랢짺쎬뛜쪱ꎬ캨튻늻뇤뗄ힼ퓲쫇ꎺꆰ폫뿍뻣뷸ꆱꎬ벴튻쟐뺭펪쫖뛎뚼펦룹뻝쿻럑헟탨쟳뗄뇤뮯뛸뇤뮯ꆣ 뛸듋쪱ꎬ컒쏇헦뗄룃톧쾰튻쿂컷쪽뿬닍뗪뗄뺭펪샭쓮ꎬ죧뿬닍튵뻞춷뿏뗂믹ꎬ웤퓚뷸죫튻룶좫탂쫐뎡뗄쪱뫲ꎬ뚼믡룹뻝떱뗘죋뗄틻쪳쾰맟ꎬ럧췁죋쟩뗈틻쪳컄뮯짨볆좫탂뗄뿏뗂믹닺욷ꎬ뇈죧ꎬ쓣뿉틔퓚펡뛈돔떽쯘몺놤ꎬ퓚뿆췾쳘돔떽벦죢뇽ꎬ뛸룹뻝훐맺죋뗄틻쪳쾰맟ꎬ뿏뗂믹ퟔ2001쓪7퓂웰ꎬ룼쫇쿈뫳췆돶쇋ꆰ퇎쯖냫돡ꆱꆢꆰ쫭쳵튡튡샖ꆱꆢꆰ랬쟑떰뮨쳀ꆱꆢꆰ향닋죢쮿쳀ꆱꆢꆰ뷰헫벦쮿쳀ꆱꆢꆰ몮떾쿣쒥랹ꆱꆢꆰ쿣립벦죢훠ꆱ뗈쪮벸룶훐쪽욷훖ꎬ틔쫊펦훐맺쿻럑헟뗄뿚캶ꆣ 훐쪽닍틻튵뗄뛀쳘훆ퟷ릤틕쪹뗃닺욷뇪ힼ쓑틔춳튻 컷쪽뿬닍폫훐쪽뿬닍쫇쿖듺닍틻튵솽훖늻춬뗄닍틻탎쪽ꆣ웤쫐뎡뚨캻ꆢ쿻럑좺쳥ꆢ닺욷욷훖ꆢ짺닺볓릤맽돌틔벰컄뮯쓚몭뚼폐늻춬뗄쳘뗣ꆣ퇳뿬닍뻟폐퇏룱뗄닺욷뫍럾컱뇪ힼꎬ죧싳떱샍뫍뿏뗂믹쫛싴뗄쎿튻룶몺놤ꆢ햨벦ꆢ틻쇏뗈닺욷뻹ퟱ톭춳튻엤쇏뫍릤틕훆ퟷ췪돉ꎬ맘볼튻뗣ꎬ벴퇳뿬닍붫뺭퇩탍닙ퟷ맦랶뮯캪헻쳗뇪ힼ뮯짺닺돌탲ꎬ떭뮯죋릤닙ퟷ벼쟉ꎬ놣횤뿬닍닺욷헢샯뗄춳튻ꆣ뛸뒫춳뗄훐쪽뿬닍닺욷믹놾평쫖릤닙ퟷ췪돉ꎬ닺욷훊솿뫜늻컈뚨ꎬ훆ퟷ릤탲뢴퓓뛸쟒뫄쪱ꆣ용죧퓚ퟶ춬퇹튻뗀닋쪱ꎬ벴쪹뚼쫇쳘벶돸쪦ꎬퟶ돶살뗄닋욷튲믡틲캪쯹폃풭쇏뗄닺뗘ꆢퟶ닋쪱볤닮틬뗈틲쯘ꎬ떼훂닋뿚캶늻춬ꆣ틔좫뻛뗂캪샽ꎬ헢볒훐췢컅쏻뗄샏ퟖ뫅폐ퟅ짮뫱뗄컄뮯뗗퓌ꎬ뷶룷샠닋뻍듯떽400뛠훖ꎬ쟒엫뗷랽램랱뛠ꎬ뫜쓑폃튻룶솿뮯뫃뗄만뚨쒣쪽뷸탐뇪ힼ뮯짺닺ꆣ퓚헢훖닍틻뗪뷸탐쳘탭뺭펪ꎬ뻍튪뷡뫏ퟔ벺뗄쳘뗣ꎬ뷨본퇳뿬닍뗄뇪ힼ뮯짺닺랽램ꎬ돤럖뾼싇떱뗘뗄짧믡컄뮯뫍쿻럑쾰맟ꎬퟟ돶튻쳵ꆰ볈럻뫏떱뗘죋뿚캶ꎬ폖늻쪧훐맺쳘즫ꆱ뗄뗀슷ꆣ 11
훐쪽닍틻튵쳘탭뺭펪쳥쾵늻췪놸ꎬ돶쿖뫜뛠뛌쏼웳튵 뫜뛠닍틻웳튵쳘탭뺭펪쳥쾵늻췪놸ꎬ퓚뺭펪샭쓮짏쪮럖쒣뫽ꎬ떫좴쎤쒿쟳뿬ꎬ늻힢훘ퟔ짭욷없탎쿳뗄캬뮤ꎬ좱랦컈뚨탔ꆣ쿱떱쓪뗄ꆰ뫬룟솻”뿬닍뗪ꎬ쯤좻믰맽튻헳ꎬ떫늻뻃뻍쿺짹쓤벣쇋ꆣ폐킩죋냑룣쳘탭뺭펪쫓캪닍틻웳튵쪵쿖뗍돉놾삩헅뗄뷝뺶ꎬ쿫춨맽삩헅탎돉맦쒣폅쫆ꎬ붵뗍퓋펪돉놾ꎬ쳡룟욷없볛횵뫍쫐뎡뺺헹솦ꆣ뚯틲쯤뫃ꎬ떫퓋ퟷ웰살늢늻죝틗ꆣ뻝뗷닩ꎬ쒳킩닍틻뗪뺹늻맋떱뗘쪵볊쳵볾ꎬ쎤쒿ꆢ뿬쯙췆탐쳘탭뺭펪랽쪽ꎬ짵훁냑쫽솿듯뇪폫럱ꎬퟷ캪뗪쏦룄룯돉릦폫럱뗄뇪횾ꆣ폚쫇돶쿖쇋튻킩듲ퟅꆰ쳘탭ꆱꆢꆰ솬쯸ꆱ없뫅뗄뿕뿇쏅뗪ꎬ쪵볊짏ꎬ웤뺭펪믺훆좴캴볻쪵훊탔뗄룄뷸ꆣ 훐쪽뿬닍뗪퓚닍쳼늼뻖ꆢ톡횷뗈랽쏦펦룼쟷뫏샭뮯 퓚훐쪽닍쳼뻍닍쪱ꎬ뿉틔랢쿖닍쳼닍ퟀ맽폚쏜벯ꎬퟟ뗀늻춨ꆢ럾컱풱닉좡ퟮ풭쪼뗄?뫈쫖뛎캪뿍죋뗣닋ꆢ쯍닋뗈ꆣ퓚톡횷튲짏듦퓚훮뛠컊쳢ꎬ뿬닍뗪췹췹맽럖힢훘뿍쇷솿ꎬힷ쟳짌튵랱죙뛈ꎬ헢폫쿖듺뿬닍춶뻶닟쿠놳샫ꆣ짌믺쫇평펪튵헟ꆢ쿻럑헟릲춬뒴퓬뗄ꎬ맽룟뗄뿍쇷솿뫍짌튵랱죙뛈늢늻듺뇭룟짌믺ꆣ훐쪽뿬닍뗪퓚톡횷짏튪췑샫헢킩뒫춳뗄쮼캬뚨쪽ꎬ톰헒룼볓뫏샭뮯뗄뗪횷ꆣ 듋췢ꎬ컒쏇뮹믡퓚닍쳼뾴떽튻킩늻컀짺뗄쿖쿳ꎨ죧닍뻟늻룉뺻ꆢ퓚쪳욷샯랢쿖컃펬뗈ꎩꎬ쟒럾컱죋풱뗄럾컱첬뛈튲뫜듖슳ꆣ죧뇩늼뺩돇룷뗘뗄돉뚼킡돔뗪ꎬ쯤좻볛룱뇈뷏뇣틋ꎬ떫닍쳼뗄컀짺쳵볾ꆢ럾컱훊솿ꆢ닍쳼늼뻖뗈뚼듦퓚늻뫏샭뗄뗘랽ꆣ죃훃짭웤훐뗄뻍닍헟룐뻵늻떽ퟔ벺쫇놻럾컱뛔쿳ꎬ뻍닍헟뎣뎣뇘탫쟗ퟔ튻뇩뇩듟듙럾컱풱뗣닋ꆢ쯍닋ꎬ헢훖쿖쿳퓚뻍닍룟럥웚폈캪쏷쿔ꆣ쯦ퟅ죋쏇짺믮훊솿뗄쳡룟ꎬ쿻럑헟붫믡룼볓힢훘닍쳼뗄틻쪳컀짺ꆢ럾컱훊솿뫍닍쳼뮷뺳뗈틲쯘ꆣ뛸훐쪽뿬닍뗪튪쿫돖탸랢햹ꎬ뇘탫훘뗣룄짆헢킩랽쏦뗄컊쳢ꎬ럱퓲ꎬ쓑틔퓚닍틻튵뎤뻃뗄랢햹쿂좥ꆣ 뛸듳훚쫬쾤뗄뿏뗂믹ꆢ싳떱샍ꆢ뇘쪤뿍뗈퇳뿬닍뗪ꎬ퓚닍쳼늼뻖ꆢ틻쪳뮷뺳뫍럾컱훊솿짏뗄맜샭룼볓쳥쿖죋컄맘뮳ꎬ쎿듎ퟟ뷸컷쪽뿬닍뗪ꎬ닍쳼폀풶뚼쫇룉뺻헻뷠ꎬ럾컱죋풱춳튻ퟅힰꆢ쏦듸캢킦ꆢ듽뿍죧뇶ꎬ닍쳼늼뻖뫏샭쟒늻샋럑ꎬ죃쿻럑헟룐뻵떽튻훖쳹탄ꆢ쫦탄뗄럾컱ꎬ헢튻뗣럇뎣횵뗃훐쪽뿬닍뗪톧쾰뫍뷨본ꆣ 12
훐쪽닍틻튵뗄컯쇷훐탄폐듽췪짆 쒿잰ꎬ맺쓚튻킩닍틻튵뛔컯쇷쾵춳죏쪶뮹듦퓚튻뚨뻖쿞ꎬ컯쇷뗄랢햹쮮욽ꆢ맜샭쮮욽뗈뮹뇈뷏뗍ꎬ듳늿럖닍틻솬쯸웳튵짐캴탎돉춳튻폐탲뗄컯쇷췸싧맜샭쳥쾵ꎬ틲듋ꎬ닍틻웳튵뺭뎣믡돶쿖좱믵ꆢ뛏믵ꆢ쪳욷훍쿺뗈쿖쿳ꎬ퇏훘훆풼쇋닍틻튵뗄랢햹ꆣ틲뛸ꎬ폐뇘튪뛔컯쇷쳥쾵뷸탐춳튻폐탲뗄맜샭ꎬ쪹웤쓜릻벰쪱뗄늹돤믵풴ꎬ럡뢻믵풴욷훖ꆣ 15뛸듳뛠쫽컷쪽뿬닍웳튵뚼쫇닉폃춳튻닉릺ꆢ춳튻엤쯍뗄릩펦솴맜샭ꎬ16쪹춶죫풴쿠뛔좡뗃뷏뇣틋뗄닉릺볛룱ꎬ퓚헻룶볛횵솴 뗄쎿룶뮷뷚뚼붫돉놾뿘훆떽ퟮ뗍ꎬ틀뾿잿듳뗄컯쇷엤쯍믺훆ꎬ컷쪽뿬닍뗪믹놾뫜짙돶쿖좱믵믲뛏믵쟩뿶ꎬ쪳욷훍쿺룼쫇짙볻ꆣ 훐쪽뿬닍튵쳘탭뺭펪랢햹훐듦퓚뗄컊쳢 훐맺럹풱쇉삫ꎬ뚫쓏컷놱뻹폐늻춬뗄틻쪳쾰맟ꎬ닍틻튵폐ퟅ쏷좷뗄쫐뎡뮮럖ꆣ쯹틔훐쪽뿬닍뗄욷훖뇘탫럻뫏헢훖쳘뗣ꎬ떫죧맻내헕헢훖쮼슷훐쪽뿬닍뫜쓑뷸탐뇪ힼ뮯짺닺ꎬ룼컞램퓚좫쟲랶캧쓚햹뾪쳘탭뺭펪ꆣ훐쪽뿬닍뗄욷훖랱뛠ꎬ닋쪽뇤뮯뛠퇹ꎬ짮쫜훐맺쿻럑헟뗄쾲낮ꆣ맋뿍뿉틔룹뻝ퟔ벺뗄쾲뫃ퟔ평톡퓱듮엤ꎬ웤닺욷뗄뫋탄폅쫆풶풶듳폚컷쪽뿬닍ꆣ맣훝쇣뗣쫐뎡뗷닩릫쮾뗄뗷닩뷡맻쿔쪾ꎺ21%뗄쫐쏱ퟮ뎣돔뗄뮹쫇쏗랹쳗닍헢훖훐쪽뗄뿬닍ꎬ떫횵뗃힢틢뗄쫇몺놤냼헢훖컷쪽뗄뿬닍뷴쯦웤뫳ꎬ쫐뎡럝뛮뷶뇈훐쪽뿬닍뗍쇋늻떽1%ꎬ뷈ퟓꆢꆢ쏦쳵뗈쏦쪳튲웄쫜뮶펭ꎬ%뗄죋뺭뎣돔컷쪽뿬닍ꎬ%뗄죋ퟮ훓쟩뗄죔좻쫇훐쪽뿬닍ꆣ뿉볻훐맺죋뗄틻쪳쾰맟쫇늻뿉쓜퓚뛌쪱볤쓚룄뇤뗄ꎬ헢튲뻍쫇훐쪽뿬닍듦퓚쿂살뗄샭평ꆣ 훐쪽뿬닍퓚쳘탭뺭펪뗄랢햹뗀슷훐ꎬ듓쳘탭뺭펪랢햹랽쏦살뾴ꎬ듦퓚죧쿂벸룶컊쳢ꎺ 15 릩펦솴맜샭ꎬ벴뛔헻룶릩펦솴쾵춳뷸탐볆뮮ꆢ킭뗷ꆢ닙ퟷꆢ뿘훆뫍폅뮯뗄룷훖믮뚯뫍맽돌ꎬ웤쒿뇪쫇튪붫맋뿍쯹탨뗄헽좷뗄닺욷ꎨRight Productꎩ쓜릻퓚헽좷뗄쪱볤ꎨRight Timeꎩꆢ내헕헽좷뗄쫽솿ꎨRight Quantityꎩꆢ헽좷뗄훊솿ꎨRight Qualityꎩ뫍헽좷뗄ힴ첬ꎨRight Statusꎩ쯍떽헽좷뗄뗘뗣ꎨRight Placeꎩꎬ늢쪹ퟜ돉놾듯떽ퟮ병뮯ꆣ 16 붫웳튵뒴퓬볛횵뗄맽돌럖뷢캪튻쾵쇐뮥늻쿠춬떫폖쿠뮥맘솪뗄뺭볃믮뚯ꎬ믲헟돆횮캪“퓶횵믮뚯”ꎬ웤ퟜ뫍벴캪웳튵뗄“볛횵솴”ꆣ 17 쟫닎볻쯑뫼췸, 13
좱랦뛔닍틻튵쳘탭뺭펪뗄쇋뷢뫍죏쪶 뾪햹쳘탭뺭펪뗄ퟜ늿퓚뮹쎻폐붨솢웰쳘탭뺭펪쳥쾵뗄쪱뫲,뻍벱폚뾪쪼틔쳘탭뺭펪뗄랽쪽랢햹볓쏋뗪ꎬ쪵볊짏횻쓜춳튻뺭펪짌욷ꆢ늿럖춳튻릩믵ꎬ뛸ퟜ늿뛔볓쏋뗪뗄뫳탸럾컱ꆢ뺭펪횸떼ꆢ틔벰뛔짌욷ꆢ럾컱훊솿뗈뚼컞램뷸탐폐킧뗄볠뚽뫍맜샭ꆣ 쳘탭뺭펪ퟜ늿좱짙돉쫬뗄뿉릩죃뗄짌튵욷없벰뺭펪벼쫵 훷떼닍틻웳튵랢햹뗄럾컱짌욷뫍뛀쳘뗄퇹냥뺭펪쳥쾵, 쫇볓쏋쾵춳삵틔랢햹뗄믹뒡ꆣퟜ늿뇘탫퓚탎돉헢쳗맜샭쳥쾵쪱, 춨맽랴뢴쪵퇩, 쪹쳥쾵훐뗄룷룶룚캻, 룷룶뮷뷚뚼듯떽볲떥뮯ꆢ튵뮯뫍뇪ힼ뮯ꆣ횻폐헢퇹뗄쳥쾵퓚랢햹볓쏋뗪쪱닅ퟮ폐쮵럾솦ꆣ떫뫜뛠ퟜ늿퓚쎻폐붨솢믲탎돉헢퇹돉쫬뗄맜샭쳥쾵ꆢ짌튵욷없뫍뺭펪벼쫵쪱ꎬ뻍벱폚햹뾪볓쏋뗪뗄릤ퟷꆣ틲뛸떼훂탭뛠볓쏋뗪퓚돉캪쫜탭죋뫳ꎬ늢쎻폐뗃떽돖탸뗄맜샭횧돖뫍럾컱횸떼ꎬ뛸뺭펪벼쫵튲좱랦쫐뎡뺺헹솦ꎬퟮ훕떼훂볓쏋뗪평폚컞램쫊펦쫐뎡뺺헹뛸췋돶쫐뎡ꆣ 쒿잰뮹좱짙쿠맘뗄램싉ꆢ램맦틽떼뫍맦랶쳘탭뺭펪쫐뎡 쳘탭뺭펪헢튻룅쓮뒫죫컒맺쪱볤늻뎤ꎬ쒿잰ꎬ컒맺뮹쎻폐맘폚헢랽쏦뗄쏅램싉램맦ꎬ뿉틔쫊폃뗄램싉횻폐:ꆶ짌뇪램ꆷꆢꆶ샻램ꆷꆢꆶ벼쫵뫏춬램ꆷꆢ18ꆶ랴늻헽떱뺺헹램ꆷꆢꆶ쏱램춨퓲ꆷꆢꆶ릤짌웳튵뗇볇쳵샽ꆷ 뗈폐맘횪쪶닺좨놣뮤뗄램싉ꆣ떫헢킩램싉훐뗄폐킩쳵뿮폫쳘탭뺭펪뗄맺볊맟샽늻쿠쫊펦ꎬ컒맺탨튪뺡뿬붨솢쿠맘램싉램맦ꎬ뛔쳘탭뺭펪탐캪뷸탐램싉풼쫸ꆣ쯤좻컒맺쫇튻룶뫜폐잱솦뗄닍틻쫐뎡ꎬ떫평폚컒맺쳘탭뺭펪헾닟뮷뺳뗄늻좷뚨탔ꎬ쳘뇰19쫇횪쪶닺좨놣뮤쳥쾵뗄늻췪짆뗈ꎬ쪹뗃쳘탭뺭펪죋죔좻쏦쇙뫜뛠럧쿕ꆣ 춬쪱ꎬ헾뢮늿쏅튲펦돶첨쿠펦뗄맄샸ꆢ럶돖헾닟ꎬ틽떼쳘탭뺭펪웳튵뗄붡뾵랢햹ꆣ 18 ꆶ짌뇪램ꆷꆢꆶ샻램ꆷꆢꆶ벼쫵뫏춬램ꆷꆢꆶ랴늻헽떱뺺헹램ꆷꆢꆶ쏱램춨퓲ꆷꆢꆶ릤짌웳튵뗇볇쳵샽ꆷ뗈램싉뫍쳵샽ꎬ뻹쫴폚쏱램ꆢ짌램샠램싉ꎬ헢킩램싉뫍쳵샽뻹뿉뛔쳘탭뺭펪뗄램싉맘쾵뷸탐뗷헻뫍맦랶ꆣ 19 Ordish, Rebecca, ꆰ Testing the Franchising Waters in China, ꆱChina Business, November-December , 2006 14
쳘탭뺭펪웳튵좱랦쿈뷸뗄뺭펪맜샭쮼슷ꎬ뒴탂탔늻릻 쒿잰ꎬ듳뛠쫽쳘탭웳튵믹놾쒣럂췢뿬닍뗪뗄뺭펪맜샭쮼슷ꎬ믲퇘폃퓧웚닍틻튵쳘탭뺭펪웳튵쏾쯷돶살뗄쇣탇뺭퇩ꎬ좱랦믮톧믮폃ꎬ룼좱랦퓚맜샭뒴탂뫍퇐뺿짏뗄뇘튪춶죫ꆣ헢킩맜샭뺭퇩쯤좻뿉틔퓚쒳룶랽쏦뛔쳘탭뺭펪웳튵웰떽횸떼ퟷ폃ꎬ떫늢늻쓜췪좫쫊뫏훐맺닍틻튵쳘탭뺭펪웳튵뗄쳘뗣ꆣ쯹틔ꎬ훐쪽닍틻튵튪쿫듳솦랢햹쳘탭뺭펪ꎬ뇘탫첽쯷돶럻뫏ퟔ짭쳘탔뗄랢햹뗀슷ꆣ 훐쪽닍틻튵튪쿫붡뾵컈뚨뗄랢햹쿂좥ꎬ늢퓚춬퇳뿬닍뺺헹훐랢믓ퟔ짭폅쫆ꎬ뇘탫얬솦뿋럾짏쫶뇗뛋ꎬ죧ꎺ럡뢻닍틻욷훖ꆢ룄짆럾컱훊솿ꆢ룄짆닍쳼늼뻖ꆢ쇋뷢틻쪳컄뮯ꆢ쳡룟컯쇷엤쯍킧싊ꆢ폅뮯맜샭샭쓮ꎬ얬솦첽쯷돶튻쳵쫊뫏웤쳘뗣뗄쳘탭뺭펪랢햹횮슷ꆣ 컷쪽뿬닍튵쳘탭뺭펪랢햹ힴ뿶럖컶벰웤쳘뗣 틔뿏뗂믹ꆢ싳떱샍ꆢ뗂뿋쪿뗈뿬닍욷없캪듺뇭뗄컷쪽뿬닍튵뷼킩쓪퓚훐맺쫐뎡짏랢햹톸쯙ꆣ퇳뿬닍틔웤뇪ힼ뮯ꆢ맦랶뮯뗄훆ퟷ릤틕틔벰쿖듺뮯뗄맜샭랽쪽쫜떽맣듳쿻럑헟뗄쟠뫍죏뿉ꆣ틔뿏뗂믹캪샽ꎬ웤뗚2600볒럖뗪폚2009쓪6퓂퓚뫓쓏횣훝뾪튵ꎬ뇪횾ퟅ컷랽뿬닍튵욷없헽틔잿뺢뗄뚯솦듳뻙뷸죫훐맺훐풭뗘쟸쫐뎡ꎬ늢폫훐쪽닍틻튵릲춬럖쿭훐맺닍틻쫐뎡헢뿩엓듳뗄떰룢ꆣ캪쪲쎴컷쪽닍틻튵랢햹죧듋톸쏍ꎿ뛔훐쪽닍틻튵뗄랢햹폐뫎뷨본틢틥ꎿ 컷쪽뿬닍튵쳘탭뺭펪랢햹ힴ뿶 컷쪽뿬닍랢햹톸쏍돽쇋웤훆ퟷ릤틕틗폚뇪ힼ뮯췢ꎬ쇭튻룶훷튪풭틲뻍쫇맣랺닉폃쳘탭뺭펪헢훖탂탍뗄뺭펪랽쪽ꎬ헢킩닍틻튵뻞춷ퟔ20쫀볍80쓪듺쒩90쓪듺돵뷸훐맺뫳ꎬ뚼좡뗃쇋솼뫃뗄쫐뎡튵벨ꎬ쳘탭뺭펪퓚퇳뿬닍랢햹샺돌훐웰떽릦늻뿉쎻뗄ퟷ폃ꆣ뿏뗂믹퓧퓚1999쓪뻍틑뺭뾪쪼퓚훐맺쓚뗘틔돖탸볓쏋폫횱펪늢듦뗄랽쪽뺭펪ꎬ쒿잰퓚훐맺뗄800뛠볒뗪워훐폐뎬맽40볒캪쳘탭뺭펪랽쪽ꎬ럖뇰솥쫴폚15룶볓쏋짌ꆣ뷘횹떽2009쓪횹ꎬ뿏뗂믹틑퓚훐맺쓚뗘450룶돇쫐뾪짨쇋2600뛠볒럖뗪ꎬ돉캪훐맺쓚뗘랢햹ퟮ뿬ꆢ맦쒣ퟮ듳15
뗄솬쯸웳튵ꆣ싳떱샍쫇쫀뷧ퟮ듳뗄닍틻솬쯸웳튵ꎬ퓧퓚2003쓪8퓂횮잰ꎬ싳떱샍퓚훐맺뮹횻폐횱펪뗪ꎬ쿖퓚ꎬ싳떱샍튲뾪쪼ퟟ짏쳘탭볓쏋횮슷ꎬ떽쒿잰캪횹ꎬ웤럖뗪쫽솿튲폺잧볒ꆣ 횵뗃훐쪽뿬닍뗪붾냁뗄쫇ꎬ1999쓪횮잰ꎬ떱ꆰ뿏뗂믹ꆱꆢꆰ싳떱샍ꆱ뗈퇳뿬닍뗇슽훐맺늢톸쯙틔뎬맽잧볒뗪쏦뗄맦쒣펮뗃훐맺쫐뎡쪱ꎬ살ퟔ첨췥뗘쟸뗄폀뫍뚹붬뾪쪼쿖짭ퟦ맺듳슽쫐뎡ꎬ쿲ꆰ퇳뿬닍ꆱ랢웰쳴햽ꎬ늢훂솦폚듲퓬좫쟲훐쪽닍틻솬쯸뗚튻욷없ꆣ 쒿잰폀뫍뚹붬퓚ퟦ맺듳슽뗄뗪쏦ퟜ쫽틑뺭듯떽150폠볒ꆣ웤훐냼삨15볒횱펪뗪뫍130폠볒볓쏋솬쯸뗪ꆣ2005쓪ꎬ헢킩뗪뗄ퟜ펪튵뛮틑뺭듯떽4틚풪ꆣ폀뫍뚹붬뗄돉릦ꎬ캪훐쪽뿬닍뗄솬쯸뺭펪쳡릩쇋뺭퇩ꆣ 컷쪽뿬닍튵랢햹쳘뗣 컷쪽뿬닍튵쪵쿖쇋뇪ힼ뮯ꆢ맦랶뮯뗄닍틻훆ퟷ쇷돌ꎬ뛸훐쪽뿬닍평폚웤ퟔ짭뛔훆ퟷ릤틕튪쟳뗄뛀쳘탔ꎬ떼훂훐닍뮹컞램듳맦쒣뷸탐쇷돌뮯짺닺ꆣ컷쪽뿬닍튵헽쫇돤럖샻폃헢튻쳘뗣ꎬ랢햹쳘탭뺭펪ꎬ삩듳ퟔ벺퓚닍틻튵쫐뎡짏뗄랢햹맦쒣ꆣ 컷쪽뿬닍튵닺욷놾췁뮯햽싔ꆣ뎤웚틔살ꎬ뿏뗂믹늻뛏퇐뺿룷룶맺볒뗄틻쪳컄뮯벰쾰맟,퓚늻춬뗄맺볒췆돶쫊뫏떱뗘맋뿍뿚캶뗄닺욷ꆣ죧뿏뗂믹뗪쓚췆돶뗄훐맺뒫춳뗄욤떰쫝죢훠ꎬ쯄벾쿊쫟ꆢ쓏맏훠뗈훐쪽퓧닍ꎬ짵훁뮹폐샏놱뺩벦죢뻭뗈뻟폐훐맺뗘랽쳘즫뗄쪳욷ꆣ헢훖퇳뿬닍뗄 ꆰ훐뮯ꆱ쿖쿳ꎬ쫜떽쿻럑헟뗄뮶펭ꆣ평듋뿉볻ꎬ퇳뿬닍튪쿫힡훐맺맋뿍ꎬ뻍튪뾼싇훐맺맺쟩ꎬ듓싺ퟣ쿻럑헟탨튪짏쿂릦럲ꎬ퓚솽훖컄뮯죚뫏훐펪퓬돶튻훖죋컄뮷뺳쿠뷼뗄뺭펪럕캧ꎬ컼틽룼뛠뗄놾뗘쿻럑헟ꆣ 컷쪽뿬닍튵뗄닮틬뮯뺺헹ꎬ벴퓚탻뒫샭쓮뫍욷없뚨캻짏폐늻춬뗄솢ퟣ뗣ꆣ죧싳떱샍뚨캻폚쓪쟡쿻럑헟뫍컻맾튻ퟥꎬ뛸뿏뗂믹좴ퟅ훘듲돶볒춥컂쟩없ꎬ춨맽튻볒벸뿚웤샖죚죚뻍닍뗄쟩뺰,탻뒫ퟔ벺훐맺럧캶뗄탂닺욷,늢쳡돶쇋ꆰ솢ퟣ훐맺,죚죫짺믮ꆱ뗄욷없훷헅ꆣ퓚닺욷훆ퟷ랽쏦ꎬ쯻쏇뗄뚨캻튲룷늻16
쿠춬ꎬ늢돤럖놣횤훆ퟷ릤틕뗄춳튻탔ꆣ 퓚펪쿺햽싔랽쏦ꎬ퇳뿬닍튲룷늻쪾죵ꎬ쎿쓪뗄맣룦춶죫뚼뫜듳ꎬ쟒늻럅맽죎뫎튻룶탻뒫뗄믺믡ꎬ죧퓚쎿튻럝췐엌샯ꎬ뚼폐ퟮ탂뗄닍틻쳗닍뷩짜ꎬ죃뻍닍헟룐떽컞뒦늻ꆰ탂ꆱꆣ 뿉볻ꎬ컷쪽뿬닍튵헽쫇퓚돤럖랢믓ퟔ짭쳘뗣뗄춬쪱ꎬ샻폃ퟔ벺놾췁뮯ꆢ닮틬뮯뗄뺺헹햽싔ꎬ짮죫떽훐맺쿻럑쫐뎡ꎬ삩듳웤펰쿬솦ꆣ뛸쳘탭뺭펪뗄뺭펪랽쪽폖캪웤퓚닍틻쫐뎡뗄삩헅뗬뚨쇋믹뒡ꎬ컒쏇탨튪짮죫럖컶퇳뿬닍쳘탭뺭펪뗄닟싔ꎬ틔췆뷸훐쪽닍틻튵룼뿬ꎬ룼뫃뗄랢햹ꆣ 뗚3헂 훐맺뿬닍튵쳘탭뺭펪뗄랢햹뛔닟 룹뻝뛔컒맺닍틻튵쿖듦컊쳢뗄첽쳖틔벰뛔컷쪽닍틻튵랢햹뗄럖컶ꎬ캪쇋췆뷸컒맺뿬닍뗄쳘탭뺭펪랢햹늽랥ꎬ쪹훐쪽뿬닍ퟟ짏붡뾵컈뚨뗄랢햹횮슷ꎬ퓧죕ퟟ쿲맺볊ꎬ붨틩뇘탫듓죧쿂벸룶랽쏦뛔컒맺닍틻튵뗄쳘탭뺭펪뷸탐맦랶맜샭ꎬ뫏샭뷨본컷쪽닍틻튵랢햹뗄돉릦뺭퇩ꆣ 샭싛횪쪶랽쏦 펦볓잿뛔닍틻웳튵뗄샭싛횸떼ꎬ쳡룟뛔닍틻튵쳘탭뺭펪뗄죏쪶 쒿잰뾴살ꎬ닍틻튵쳘탭뺭펪퓚컒맺뮹쫇튻룶탂쿊쫂컯ꎬ탭뛠죋뛔쯼늻짵쇋뷢믲듦퓚쒳킩틉싇ꆣ틲듋ꎬ맺볒폐맘늿쏅탨볓잿폟싛탻뒫ꎬ뷩짜닍틻튵쳘탭뺭펪랽쏦뗄쿠맘샭싛뫍횪쪶ꎬ죃룼뛠뗄웳튵뫍뺭펪헟쇋뷢닍틻튵쳘탭뺭펪뗄쪵훊ꆢ쳘헷벰웤폅풽탔ꎻ퇐뺿뫍뷨본컷랽닍틻튵쳘탭뺭펪웳튵뗄돉릦뺭퇩뫍낸샽ꎬ뷸튻늽죏쪶닍틻튵쳘탭뺭펪뗄뇘놸쳵볾뫍맦랶뮯맜샭뗄튪쟳ꎬ헽좷죏쪶뫍쇋뷢쳘탭뺭펪헢훖떱뷱짧믡뫍21 쫀볍웳튵뗄탂탍뺭펪탎쪽ꆣ 훆뚨뫍췪짆쿠맘램싉램맦ꎬ놣횤닍틻튵쳘탭뺭펪뗄붡뾵랢햹 듓컷쪽닍틻튵쳘탭뺭펪쪵볹살뾴ꎬ닍틻튵쳘탭뺭펪쫂튵뗄붡뾵랢햹ꎬ튻17
뚨튪폐폫횮쿠쫊펦뗄램싉램맦ꎬ볓잿탐튵ퟔ싉ꆣ훆뚨뫍췪짆쳘탭뺭펪뗄폐맘램싉훆뛈ꎬ캬뮤쳘탭쮫랽뫏램좨틦ꎬ쫇쳘탭뺭펪붡뾵랢햹뗄폐솦놣횤ꆣ 맺볒펦틔램맦뗄랽쪽뛔탅쾢엻슶뷸탐맦랶ꎬ헢튲쫇쳘탭뺭펪쫐뎡붡뾵랢햹뗄놣헏ꆣ맦뚨탅쾢엻슶뗄쓚죝뫍랽쪽ꎬ쫇뫜뛠맺볒맦랶쳘탭뺭펪뗄믹놾ퟷ램ꆣ짌컱늿랢늼뗄ꆶ짌튵쳘탭뺭펪맜샭냬램ꆷ맦뚨쳘탭뺭펪웳튵뇘탫떽떱뗘뺭쎳맜샭늿쏅냬샭놸낸뗇볇ꎬ춬쪱쿲릫훚엻슶웤뺭펪뷰ힴ뿶ꆣ춬쪱뮹튪랢20믓훐맺쳘탭솬쯸뺭펪킭믡 뗄ퟷ폃ꎬ놣횤쳘탭솬쯸뺭펪뻟폐뷏룟뗄ퟩ횯뮯돌21뛈ꆣ춨맽킭믡뎫떼돏탅뺭짌뗄샭쓮ꎬ훰늽붨솢쳘탭웳튵뗄탅폃움맀쳥쾵ꎬ틽떼쳘탭웳튵쪵쿖맦랶뮯ꆢ뿆톧뮯맜샭ꎬ쳡룟웳튵뗄뫋탄뺺헹솦ꆣ퓚믱뗃맣랺듺뇭탔뗄믹뒡짏훆뚩돶뿆톧뗄탐튵뇪ힼꆢ탐튵맦랶ꎬ틔벰폐킧뗄쎬뛜킭뗷믺훆뫍뒦샭랽램ꆣ캪쪵볊뗄닍틻튵뻀럗믲쎬뛜뗄킭뗷뗬뚨램싉틀뻝ꆣ 랢햹룱뻖랽쏦 캪쇋죃닍틻튵쳘탭뺭펪퓚컒맺헽뎣ꆢ붡뾵뗄랢햹ꎬ맺볒펦듓뫪맛햽싔뗄뷇뛈뾼싇컒맺닍틻튵쳘탭뺭펪랢햹뗄쮼슷ꎬ퇐뺿좷뚨랢햹쒿뇪ꆢ랢햹풭퓲ꆢ랢햹훘뗣뫍랢햹랽쿲ꎬ폐ퟩ횯ꆢ폐늽훨뗘볓틔췆뷸닍틻웳튵룄룯ꎬ훰늽탎돉뻟폐컒맺쳘즫뗄쳘탭뺭펪쳥쾵ꎬ좷솢뛠풪뮯ꆢ뛠닣듎ꆢ붥뷸쪽뗄랢햹룱뻖ꆣ ퟛ뫏뾼싇컒맺늻춬뗘쟸뗄뺭볃랢햹쳘뗣 훐맺뗘듳컯늩ꎬ뚫컷쓏놱쿻럑쳘뗣룷뻟쳘즫ꎬ틲뛸ꎬ펦룹뻝떱뗘쳘즫랢햹쫊뫏놾뗘쟸뗄쳘탭뺭펪웳튵ꆣ 맄샸뛠훖쯹폐훆탎쪽ꆢ뛠쟾뗀릲춬랢햹 쳘뇰튪힢훘뛔럇맺폐웳튵ꆢ훐킡웳튵냼삨룶쳥뺭펪헟뗄틽떼ꎬ컼틽쯼뷸죫쳘탭뺭펪볓쏋쾵춳ꎬ탎돉튻횧폐쿠떱쫽솿뗄닍틻튵쳘탭뺭펪뛓컩ꎬ쳡룟웳튵뗄ퟩ횯뮯뫍뺭펪뗄맦랶뮯ꎬ쳡룟맜샭쮮욽ꆣ 20 훐맺쳘탭솬쯸뺭펪킭믡쫇솬쯸뺭펪쇬폲캨튻뗄좫맺탔탐튵ퟩ횯ꎬ믡풱평좫맺룷뗘폅탣뗄쇣쫛ꆢ닍틻ꆢ럾컱웳튵뫍룷샠릩펦짌ퟩ돉ꎬ킭믡틔췆뚯솬쯸뺭펪퓚훐맺뗄랢햹캪벺죎ꎬ믡풱떱훐늻뷶냼삨좫맺탔뫍뗘랽탔뗄횪쏻솬쯸웳튵ꎬ뮹냼삨좫쟲탔뗄횪쏻욷없ꆣ 21 쳘탭웳튵뗄탅폃움맀쳥쾵붨솢횸내헕ꆶ훐맺쳘탭뺭펪웳튵탅폃뗷닩움맀쳥쾵ꆷ훐뗄폐맘뇪ힼ뫍돌탲ꎬ뛔닎움웳튵뷸탐탅폃뷸탐뗷닩움맀ꎬ룃움맀붫웰떽퇯쟥뗓ꆢ틽떼춶뗄ퟷ폃ꆣ 18
쟸폲톡퓱짏ꎬ펦폐쯹닠훘 펦쿈듓듳돇쫐ꆢ뺭볃랢듯뗘쟸뗈폐쫐뎡탨쟳뗄뗘랽웰늽첽쯷뺭퇩ꎬ엠폽폅쫆욷없뫍쇺춷웳튵ꎬ퓙훰늽쿲쟸폲탔뫍좫맺탔뗄쳘탭뺭펪췸싧훰늽랢햹ꆣ 돤럖뾼싇뻓쏱뗄쿻럑탨쟳 펦룹뻝룷뗘뻓쏱뗄쿻럑쾰맟ꆢ쿻럑탄샭뫍컄뮯쳘뗣ꎬ탎돉폐컒맺쳘즫뗄쳘탭뺭펪쒣쪽ꆣ맄샸쏻없짺닺웳튵ꆢ샏ퟖ뫅짌튵웳튵뫍폐뺺헹쪵솦뗄웳튵랢햹ퟔ벺뗄훷떼닺욷ꎬ뾪랢늢탎돉돉쫬뗄짌튵믹뗘ꎬ붨솢ퟔ벺뗄볓쏋쳥쾵ꎬ뷨본훐쪽닍틻웳튵뗄돉릦뺭퇩ꎬ죧폀뫍뚹붬뗄랢햹쒣쪽ꆣ 욷없뫍컄뮯붨짨랽쏦 컄뮯ꎬ쫇웳튵랢햹훐튻뚨쪱웚쓚탎돉뗄뺭펪쮼슷ꆢ뺭펪샭쓮뫍탻뒫뿚뫅ꎬ랴펳돶웳튵헻쳥틢쪶뗄뺭펪믮뚯ꆣ뿏뗂믹뎫떼뗄탂뿬닍뻍쫇틲캪훐맺22퓚룄뇤ꎬ헢뻍쳥쿖쇋쯼뗄샭쓮ꆣ싳떱샍컒뻍쾲뮶ꆰI’m loving it.” 쫇헫뛔쯼뗄쿻럑헟붲뗄튻훖샭쓮ꎬ풭살뗄뚨캻쫇룸볒춥ꎬ쿖퓚뚨캻쫇룸쪱짐죋좺ꎬ헢킩죋좺럇뎣쪱짐ꎬ쯻쏇뗄샭쓮쫇쪲쎴쓘ꎿ컒뻍쾲뮶ꎬ컒쿫튪퓵쎴ퟶ뻍퓵쎴ퟶꎬ쿫튪쳥퇩쪲쎴컒뻍퓵쎴좥쳥퇩ꆣ맺쓚닍틻솬쯸믺릹놱뺩뫍뫏마릫쮾ꎬ쯻쏇뗄컄뮯럇뎣폐뗤탍탔ꎬ뇈죧쮵뫍쓀컄뮯ꎬ뫍킳ꎬ뻝쮵헢쫇짱쿉뻓힡뗄뗘랽ꎬ냑닍쳼펪퓬돶튻훖폐훐맺컄뮯웸쾢뗄럕캧ꎬ헢퇹냑컕닺욷욷없ꎬ뫍쯼뗄닍쳼럇뎣뫃뗄ퟶ쇋튻룶뷡뫏ꆣ 훐맺닍틻웳튵튪ퟶ돶ퟔ벺뗄쳘뗣ꎬ뇘탫릹붨ퟔ벺뛀쳘뗄닍틻컄뮯ꆣ쒿잰ꎬ뻍닍헟틑늻뷶뷶싺ퟣ폚쳮놥뛇ퟓ헢퇹뗄볲떥탨쟳ꎬ뛸쫇쾣췻쓜폐룼뛠뗄믺믡쳥퇩틻쪳컄뮯ꆣퟝ맛컷쪽뿬닍튵뛔컄뮯탻뒫뗄랽쪽랽램ꎬ뿉틔뾴돶컄뮯붨짨틑죚죫떽쿻럑헟뗄뻍닍뮷뺳훐ꎬ늢펭뫏쇋쿻럑헟뗄쿻럑좡쿲ꎬ캪컷쪽뿬닍뗄랢햹웰떽뷵짏쳭뮨뗄ퟷ폃ꆣ뛸훐뮪틻쪳컄뮯늩듳쟩짮ꆢ풴풶쇷뎤ꎬ퓚쫀뷧짏쿭폐뫜룟뗄짹폾ꎬ훐쪽닍틻웳튵폐퓰죎뫍틥컱붫훐뮪틻쪳컄뮯죚죫웳튵컄뮯릹붨훐ꆣ 22 ꆰI’m loving itꆱꎬ틢벴ꆰ컒뻍쾲뮶ꆱꎬ쫇좫쟲ퟮ듳뗄솬쯸뿬닍웳튵횮튻싳떱샍뗄릫쮾뿚뫅ꎬ룃뿚뫅럻뫏싳떱샍닍쳼뗄쿺쫛닟싔ꎬ늢펭뫏쇋떱뷱뗄쓪쟡쿻럑헟뫍컻맾튻ퟥ뗄쾲뫃ꆣ 19
욷없뫍컄뮯탨튪췚뻲ꎬ룼탨튪웳튵돤럖샻폃웤솦캪뺭펪럾컱ꆣ뛸컒맺쒿잰뗄뿬닍솬쯸웳튵ꎬ쯆뫵뚼늻첫훘쫓욷없뫍컄뮯랽쏦뗄붨짨ꎬ죧쒳킩짌뇪힢닡컊쳢듦퓚헹틩ꎬ욷없뫍컄뮯췑뷚ꎬ펪퓋뫍욷없쎻폐횱뷓맒릳ꎬ욷없샭쓮쎻폐췪좫죚죫떽닍틻닺욷훐ꆣ튻룶돉릦뗄욷없믡춨맽죃맋뿍닺짺뛀쳘뗄욷없솪쿫좥쫷솢ퟔ벺뗄탎쿳ꆣ컷쪽뿬닍놾짭튲듺뇭ퟅ튻훖컷랽컄뮯, 놻죋쏇뾴돉쫇컷랽뿬뷚ퟠ짺믮뗄킴헕ꆣ붡뾵돉뎤뗄욷없펦놣돖쿖듺웸쾢, 죃쿻럑헟폫쯻쏇쾢쾢쿠맘ꆣ쿻럑헟뛔폚욷없쯹탎돉뗄탎쿳훷튪냼삨쯄룶랽쏦ꎺ1ꎩ뛔욷없닺욷뫍럾컱뗄뾴램2ꎩ뛔웳튵ퟩ횯뗄뾴램3ꎩ뛔욷없룶탔뗄뾴램4ꎩ뛔욷없뇪쪶믲뿚뫅뗄뾴램ꆣ뿬닍뗄욷없엠퇸튪듓틔짏벸룶랽쏦죫쫖ꆣ 죋닅엠퇸랽쏦 닍틻웳튵펦볓듳죋닅춶죫솦뛈ꎬ뺡뿬엠퇸돶닍틻튵쳘탭뺭펪랽쏦뗄튵죋닅ꆣ 쒿잰ꎬ닍틻웳튵튵죋닅퇏훘늻ퟣꎬ훐룟닣맜샭죋풱뫜짙뷓쫜맽닍틻맜샭뗄엠통ꆣ쿠뇈횮쿂ꎬ맺췢닍틻웳튵퓚헢랽쏦ퟶ뗃좴쿠떱떽캻ꎬ죧ꎺퟷ캪튻쏻싳떱샍탂풱릤ꎬ듓뷸뗪틁쪼ꎬ뻍퓚죕뎣뗄뗣뗎릤ퟷ훐뇟릤ퟷ뇟엠통ꎬ늻쿱엠통냠쓇냣샋럑풴ꎬ킧맻좴튪쏷쿔탭뛠ꆣ뇟톧뇟폃뇈톧뫳퓙폃뗄톧쾰쯙뛈뿬뫜뛠ꎬ퓚릤ퟷꆢ엠통튻쳥뮯훐붫웳튵컄뮯훰붥돁뗭떽싳떱샍쎿튻캻풱릤뗄죕뎣탐캪훐ꆣ퓚엠통웚볤ꎬ쯻쏇틔웕춨풱릤뗄짭럝춶죫떽닍쳼뗄룷룶믹닣릤ퟷ룚캻ꎬ죧햨쫭쳵ꆢퟶ몺놤냼뗈ꆣ춬쪱ꎬ쯻쏇붫닎볓엠통훐탄2324뾪짨뗄BOC뿎돌ꎨ믹놾펪퓋뿎돌ꎩꎬ몺놤듳톧쫇뛔닍쳼뺭샭뫍훘튪횰풱뷸탐엠통뗄믹뗘ꎬ싳떱샍닍쳼뺭샭벰훘튪횰풱뻹폐믺믡뷸죫믹뗘뷸탐엠통ꎬ돉뎤캪튵닍틻맜샭죋닅ꆣ 퓚뷨본싳떱샍엠통뺭퇩뗄춬쪱ꎬ컒쏇뿉틔닉폃뛠훖탎쪽폫쟾뗀엠퇸뫍붨솢튻횧닍틻튵횰튵뺭샭죋뛓컩ꆣ늻뛏퓶잿닍틻듓튵죋풱뗄튵벼쫵ꆢ틔 23 BOC뿎돌쫇튻훖믹놾닙ퟷ붲ퟹ뿎돌ꎬ쒿뗄쫇뷌폽톧풱훆ퟷ닺욷뗄랽램ꆢ짺닺벰훊솿맜샭ꆢ펪쿺맜샭ꆢퟷ튵폫쇏맜샭뫍샻죳맜샭뗈ꆣ 24 몺놤듳톧ꎨHamburger Universityꎩꎬ럖뇰짨퓚쿣룛뫍횥볓룧솽뗘ꎬ쫇뛔싳떱샍닍쳼뺭샭뫍훘튪횰풱뷸탐엠통뗄믹뗘ꎬ듳톧엤폐쿈뷸뗄뷌톧짨놸벰짮뗄뻟폐싳떱샍맜샭횪쪶뗄뷌쫚ꎬ늢쳡릩솽훖뿎돌뗄엠통ꎬ튻훖쫇믹놾닙ퟷ붲ퟹ뿎돌ꎻ쇭튻훖쫇룟벶닙ퟷ붲쾰뿎돌ꎨAOCꎩꆣ 20
벰뺭펪맜샭ꆢ럾컱맦랶뗈랽쏦뗄믹놾횪쪶ꎬ쳡룟맜샭죋풱ꆢ튵죋풱탐튵뛓컩뗄헻쳥쯘훊ꆣ 웳튵튪삩듳맦쒣ꎬ뷸탐맦랶뮯뗄솬쯸뺭펪ꎬ뇘탫엠퇸룟쯘훊뗄뒴탂맜샭죋닅ꆣ닍틻튵횰튵뺭샭죋뛓컩캪맦랶닍틻쫐뎡훈탲쳡릩쇋죋풱뒢놸ꆣ닍틻웳튵뺭펪헟탐캪뗄맦랶듙뷸쇋닍틻튵뗄좫쏦킭뗷뫍뿉돖탸랢햹ꎬ쳡룟쇋닍틻탐튵퓶뎤뗄훊솿ꆣ엠퇸뒴탂탍뢴뫏탍뗄닍틻횰튵뺭샭뛓컩쫇닍틻튵죋닅엠퇸뗄랽쿲ꆣ 닍틻욷훖랽쏦 쳡짽닋욷뗄훊솿뫍뇪ힼ뮯돌뛈ꎬ쪹훐맺닍틻튵퓧죕ퟟ쿲맺볊쫐뎡ꆣ퇳뿬닍돉릦뗄쏘뻷퓚폚짺닺맽돌훐잿뗷뺫쏜럖릤ꆢ붵뗍짺닺돉놾ꆢ뷚쪡쪱볤ꆣ틔벰닉폃ퟔ뚯뮯짨놸듺쳦쫖릤닙ퟷꆣ퇳뿬닍퓚훆ퟷ쪱뛠닉폃ퟱ톭쇷쮮쿟뗄ퟷ튵랽램ꆣ붫뢴퓓뗄엫뗷릤ퟷ럖뷢돉볲떥뗄벸룶늽훨ꎬ붫짺닺쇷돌쾸뮯ꆢ뚨탍뮯ꆢ퇏룱내돌탲닙ퟷꎬ죧싳떱샍ꆢ뿏뗂믹뗄뿬닍훆ퟷ랽램ꆣ 훐쪽닍틻튵튪쿫ퟟ쿲쫀뷧ꎬ쫗쿈펦뛔훐닍욷훖ꆢ훊솿뷸탐퇐뺿ꆣ붫뒫춳엫벼틕폫쿖듺쪳욷릤튵뮯닙ퟷ쫖뛎쿠뷡뫏ꎬ췪돉평뒫춳뺭퇩탍쿲뿆톧뮯ꆢ쫽뻝뮯ꆢ뇪ힼ뮯뗄뇤ꎬ쳡룟짺닺쓜솦뫍쮮욽ꆣ훰늽냚췑쫖릤닙ퟷ뗄쯦틢탔ꆣ춬쪱뮹튪돤럖뾼싇컒맺뒫춳엫뗄쳘뗣폫폅쫆ꎬ뷡뫏쿖듺뮯릤틕뛔웤뷸탐쫊떱룄룯ꆣ틔쫊펦맦쒣뮯짺닺뗄튪쟳ꎬ놣돖뫍랢햹훐닍뗄뒫춳쳘즫ꆣ 21
뷡쫸폯 쳘탭뺭펪ퟷ캪쿖듺탂탍웳튵뺭펪랽쪽ꎬ놻죏캪쫇ퟮ쫊뫏닍틻튵랢햹뗄뺭펪랽쪽횮튻ꎬ튲쫇훐쪽닍틻튵ퟟ쿲맺볊쫐뎡뗄뇘평횮슷ꆣ 춨맽뛔훐컷쪽뿬닍튵퓚맜샭쮼슷ꆢ뺭펪샭쓮ꆢ욷없뫍컄뮯붨짨ꆢ죋닅엠퇸뗈랽쏦뗄뇈뷏럖컶ꎬ뿉틔뾴돶훐쪽닍틻튵뮹탨튪뺭맽싾뎤뗄랢햹샺돌ꎬ닍틻듓튵죋풱뇘탫튪럡뢻ퟔ벺뗄컄뮯뒢놸ꎬ뷢럅쮼슷ꎬ퓶잿뒴탂쓜솦ꎬ릹붨럻뫏닍쳼쳘즫뗄닍틻컄뮯뫍욷없ꆣ 쒿잰ꎬ훐쪽닍틻튵랢햹뮹듦퓚탭뛠뇗늡ꎬ헢킩뇗늡폫닍틻튵뎤웚ퟷ랻쪽맜샭뫍퓋ퟷ랽쪽폐ퟅ잧쮿췲싆뗄솪쾵ꎬ닍틻튵튪쿫ퟟ돶맺쏅ꎬ퓚폫퇳뿬닍뺺헹훐랢믓ퟔ짭폅쫆ꎬ뇘탫뿋럾ퟔ짭컊쳢ꎬ퓚램싉맦뚨쿂맦랶뮯랢햹ꎬ얬솦뾪췘뒴탂쮼슷ꎬ붨솢욷없뺭펪틢쪶ꎬ엠퇸튵뮯뗄닍틻튵횰튵뺭샭죋뛓컩ꎬ쳡짽닋욷훊솿뫍뇪ힼ뮯돌뛈ꎬ룄짆럾컱훊솿뫍뻍닍뮷뺳ꎬ캪훐쪽닍틻튵뗄뎤ퟣ랢햹첽쯷돶튻쳵폐ퟔ벺쳘즫뗄랢햹뗀슷ꆣ 22
닎뾼컄쿗 [1] 컒맺쳘탭뺭펪닍틻튵쿖ힴ럖컶벰컊쳢퇐뺿뛔닟ꎬ훐맺춶톯췸ꎬ2009쓪8퓂17죕 [2] 샮캬뮪ꎬꆶ쳘탭뺭펪톧ꆷꎬ훐맺랢햹돶냦짧ꎬ2009쓪6퓂 [3] 탬훘뻅ꎬꆶ닍틻쳘탭뺭펪쪵컱ꆷꎬ믺킵릤튵돶냦짧ꎬ2005쓪9퓂 [4] 훬쏷쿀ꆢ캺쳺쎷ꎬꆶ쳘탭뺭펪ꆷꎬ뛔췢뺭볃쎳틗듳톧돶냦짧ꎬ2007쓪 [5] 훬쏷쿀ꆢ샮캬뮪ꎬꆶ쳘탭뺭펪퓚훐맺ꆷꎬ믺킵릤튵돶냦짧ꎬ2005쓪 [6] 훬쏷쿀ꆢ췵ꎬꆶ쳘탭뺭펪낸샽벯ꆷꎬ뺭볃뿆톧돶냦짧ꎬ2003쓪 [7] 쇵쳎ꎬꆰ훐맺닍틻튵쳘탭뺭펪퇐뺿ꆱꎬ 2001쓪4퓂 [8] 샮럧ꎬꆰ훐컷뿬닍튵뗄뇈뷏ꆱꎬꆶ뺭볃싛첳ꆷꎬ2000쓪1퓂뾯 [9] 싞솦죎ꎬꆰ컒맺쳘탭뺭펪닍틻튵뗄쿖ힴ벰컊쳢퇐뺿ꆱꆶ짌뎡쿖듺뮯ꆷꎬ2008쓪1퓂뗚527웚 [10] ?쪢뮢ꆢ몼붨욽ꎬꆰ잳컶훐쪽뿬닍솬쯸쏦쇙뗄컊쳢벰웤뛔닟ꆱꎬꆶ놱뺩믺킵릤튵톧풺톧놨ꆷꎬ2002쓪12퓂 [11] 잮뷠ꎬꆰ싛훐쪽닍틻웳튵쳘탭뺭펪뗄랢햹ꆱꎬ뛔췢뺭볃쎳틗듳톧퓚횰죋풱짪쟫쮶쪿톧캻싛컄ꎬ2007쓪3퓂 [12] 헅떤ꎬꆰ컒맺닍틻튵쳘탭뺭펪랢햹뗄컊쳢폫뛔닟ꆱꎬꆶ짌튵쿖듺뮯ꆷꎬ2006쓪2퓂뗚457웚ꎬ [13] 샮쏷커ꎬꆰ듓컷쪽뿬닍뗄랢햹뾴컒맺ꆮ샏ퟖ뫅ꆯ닍틻튵뗄돶슷ꆱꎬꆶ웳튵뺭볃ꆷ,2001 쓪뗚6 웚 [14] 훓컀뚫ꎬꆰ폀뫍뚹붬뗄솬쯸뺭펪ꆱꎬꆶ웳튵룄룯폫맜샭ꆷꎬ2007쓪뗚7웚 [15] 맹ꎬꆰ훐컷쪽뿬닍튵뇈뷏벰웤웴쪾ꆱꎬꆶ쫐뎡펪쿺ꆷꎬ2008쓪뗚3웚 [16] 훓횾욽ꎬꆰ컒맺닍틻웳튵짺닺뇪ힼ뮯뗄쓑뗣뫍뛔닟ꆱꎬ뺭볃뿆톧돶냦짧ꎬ2003쓪 [17] 닜캰뚫ꎬꆰ뿏뗂믹뗄닮틬뮯뺺헹햽싔벰웴쪾ꆰꎬ웳튵뺭볃ꎬ2004쓪뗚7웚 [18] 믆타ꎬ컒맺닍틻탐튵쳘탭뺭펪쿖ힴ벰웤듦퓚뗄컊쳢ꆱꎬ뫚쇺붭뛔췢뺭쎳ꎬ2004쓪뗚11웚 23
[19] 붯맺훞,헅볌뻼, ꆰ컒맺닍틻튵쳘탭뺭펪맺볊뮯첽ꆱ,짌튵퇐뺿ꎬ2002 쓪뗚9웚 [20] 럫뾡, ꆰ훐맺닍틻튵뗄쿖듺뮯ꆱ, 놱뺩릤짌듳톧톧놨ꎬ2001뗚9웚 [21] 췵쳬폓ꎬꆰ컒맺훐닍튵쳘탭뺭펪뗄컊쳢폫맜샭뛔닟ꆱꎬꆶ짌튵뺭볃폫맜샭ꆷꎬ2005쓪뗚3웚 [22] 췵병ꆢ놦럥ꎬꆰ훐컷쪽닍틻쳘탭솬쯸뺭펪뇈뷏럖컶ꆱꎬꆶ벼쫵뺭볃폫맜샭퇐뺿ꆷ2005쓪뗚6웚 [23] Maitland, Latin,ꆰFranchising: A Practical Guide for Franchisors and Franchisees,ꆱManagement Books, 2000 [24] Ordish, Rebecca, ꆰ Testing the Franchising Waters in China, ꆱChina Business, November-December 2006, [25] Neal Stender, Yan Zeng, “China’s Franchising Procedures Clarify and Disappoint”, China Law& Practice, March, 2005 [26] 싞ꎬꆰ뛔훐쪽뿬닍튵랢햹뗄첽쳖ꆱꎬꆶ뺭볃잰퇔ꆷꎬ2001쓪뗚2웚 [27] 돂쪵ꎬꆰ훐췢닍틻솬쯸랢햹뗄뇈뷏럖컶ꆱꎬꆶ짌튵컄뮯ꆷꎬ2006쓪뗚21웚 [28] 쟘뇾헪ꎬꆰ닍틻튵뗄뺭펪쳘뗣폫죋닅엠퇸닟싔ꆱꎬꆶ즽뚫쪡얩튵맜샭룉늿톧풺톧놨ꆷꎬ2008쓪뗚2웚 [29] ꆰ싳떱샍몺놤듳톧ꆱꎬꆶ떱듺뺭샭죋ꆷꎬ2008쓪뗚3웚 [30] 탬타쇺ꎬꆰ믹폚맋뿍뗄싳떱샍뫍뿏뗂믹뗄욷없볛횵뗄뇈뷏퇐뺿ꆱꎬ쟥뮪듳톧쮶쪿톧캻싛컄ꎬ2004쓪6퓂 [31] 헅컀뚫ꎬꆰ컄뮯좫쟲뮯뫍놾췁뮯뗄뮥뚯ꆱꎬ뫓놱쪦랶듳톧톧놨ꎬ2006쓪1퓂 [32] 췵뻪ꎬꆰ훐쪽뿬닍튵랢햹닟싔럖컶ꆱꎬ즽컷얩튵듳톧톧놨ꎨ짧믡뿆톧냦ꎩꎬ2006쓪2퓂 [33] 쟘맺뮪ꆢ췵컄뺲ꎬꆰ뛔컒맺닍틻튵쳘탭뺭펪훐뇪ힼ뮯컊쳢뗄쮼뾼ꆱꎬꆶ짌튵쿖듺뮯ꆷꎬ2006쓪뗚2웚 [34] ꆰ2010-2015쓪훐맺뿬닍튵춶럖컶벰잰뺰풤닢놨룦ꆱꎬ 훐춶맋컊ꎬ2010쓪7퓂 24
뮥솪췸췸횷ꎺ [1] 훐맺짌튵IT췸 [2] 훐맺쳘탭뺭펪췸 [3] 훐맺솬쯸뺭펪킭믡췸 [4] 훐맺뺭볃탅쾢췸 [5] 잧쇺췸 [6] 쯑뫼췸 [7] 싲릺췸 [8] 냙뛈췸 [9] 훐맺냙쪤맙랽췸 [10] 컠훝쇣뻠샫췸 [11] 쫀뷧짌튵놨뗀췸 [12] 췸틗닆뺭 25
훂킻 놾죋퓚킴싛컄뗄맽돌훐ꎬ뗃떽쇋떼쪦훬쏷쿀뷌쫚쾤탄뗄횸떼뫍냯훺ꎬ폈웤퓚싛컄뗄톡쳢ꆢ컄헂뷡릹뫍쓚죝뗈랽쏦룸쇋컒탭뛠틢볻뫍횸떼ꆣ훬샏쪦풨늩뗄톧쪶ꆢ죏헦퇏뷷뗄퇐뺿ퟷ럧뫍캪죋쪦뇭뗄뒦쫀럧룱ꎬ쇮컒럇뎣쟕엥ꎬ쫜틦훕짺ꎬ퓚듋뛔떼쪦룸폨컒뗄듳솦횧돖뇭쪾훒탄뗄룐킻! 춬쪱ꎬ놾컄뮹뷨본쇋탭뛠훸쏻볒톧헟뗄훸ퟷꎬ퓚듋튻늢뇭쪾룐킻ꎡ 2010쓪9퓂 26
룶죋볲샺 퓚뛁웚볤랢뇭뗄톧쫵싛컄폫퇐뺿돉맻 룶죋볲샺ꎺ 췵튫쓾ꎬ얮ꎬ1974쓪12퓂26죕짺ꆣ 1998쓪7퓂뇏튵폚쓚쏉맅듳톧ꎬ믱컄톧톧쪿톧캻ꆣ 2007쓪1퓂뷸죫뛔췢뺭볃쎳틗듳톧릥뛁맺볊쎳틗톧ꎨ헾닟폫쪵컱랽쿲ꎩ쮶쪿퇐뺿짺ꆣ 틑랢뇭뗄톧쫵싛컄폫퇐뺿돉맻ꎺ [1] 췵튫쓾ꎬ헅잿ꎬꆰ맺볊쎳틗럧쿕맦뇜닟싔첽쳖ꆱꎬꆶ훐맺룟탂벼쫵웳튵ꆷꎬ2009쓪1퓂ꎬퟜ뗚112웚 27
