20 世纪初，特许经营传入中国，开启了中国商业新模式。教育培训欧亿·体育（中国）有限公司借特许经 营的东风，在全国迅猛发展并取得卓越成绩。2015 年国家开放二胎政策，借助人口红 利，教育培训欧亿·体育（中国）有限公司进入了发展的新高峰。 本文所研究的SD英语教育培训，经过20年的发展，将品牌在华南区域扩展至150 家直营门店。在如今IPO加快、股权融资大势所趋下，SD英语教育将企业上市作为切 实可行的战略目标正式开始实施。为了实现上市目标，资产规模与利润体量是需解决的 核心点，公司于2018年1月正式启动校区特许经营战略计划（以释放单店股权的方式 进行“类直营”管理, 即投资人对心仪校区进行投资）。业务范围由华南区域拓展至华东、 华中、西南区域。 然而，在特许经营运作的过程中，许多问题已日益显现。例如，特许经营店安全监 管不力、加盟支撑不足、人才梯队断档等问题。因此，优化特许经营是关系到SD公司 战略发展的重要问题。本文主要聚焦于分析SD公司特许经营模式存在的问题及成因， 并在此基础上提出解决问题的优化对策。 本文以SD英语教育为例，对其特许经营模式中存在的问题进行深入研究分析，并 提出解决措施。从实践上寻找当前教育培训欧亿·体育（中国）有限公司特许经营模式中存在的问题，通过对比、 借鉴其他教育集团特许经营模式的发展特点和趋势，探索更有效的发展措施。本文主要 采用文献研究，案例分析，调查访谈等方法进行研究。从特许经营模式理论出发，深入 分析特许经营模式在教育产业中的应用，并借鉴同欧亿·体育（中国）有限公司特许经营模式的研究，为SD英 语教育特许经营模式提出改进措施，如加强利益相关性、健全师资管理机制、丰富产业 链、引入营销新模式和打造核心竞争力等保障措施，为SD英语教育特许经营提出有实 操性的、更为完善的运营管理措施。 关键词：SD英语教育；特许经营；优化策略研究 II ABSTRACT At the beginning of the 20th century, franchising was introduced to China, opening up a new model for Chinese business. The education and training industry has developed rapidly in the country through the franchise. The opening of the two-child policy in 2015 has brought the education and training industry to another peak of development. The SD English studied in this paper has expanded its brand in South China for more than 150 course centers. With the acceleration of IPO and the trend of equity financing, SD English education has officially begun to implement the listing of enterprises as a feasible strategic goal. In order to achieve the goal of listing, the scale of assets and the mass of profit are the core points to be solved, and the company formally launched the franchise strategy plan of the campus in January 2018. The business scope extends from South China to East China, Central China and Southwest China. However, in the process of franchise operation, many drawbacks have become increasingly apparent. For example, the franchise store security supervision is unfavorable, the franchise support is insufficient, and the talent team is broken. Therefore, optimizing franchising is an important issue related to the strategic development of SD ENGLISH. Based on SD English as an example, this paper makes an in-depth study and analysis of the problems existing in its franchise mode, and puts forward some solutions. Finding out the existing problems in the current franchise mode of education and training industry in practice, it explores more effective development measures by comparing and drawing lessons from the development characteristics and trends of the franchise mode of other educational groups. This paper mainly uses the literature research, the case analysis, the investigation interview methods carried on the research. Starting from the theory of franchise mode, this paper deeply analyzes the application of franchise mode in education industry, and draws lessons from the research of franchise mode in the same industry, and puts forward some improvement measures for SD English education franchise mode, such as strengthening interest correlation, perfecting teacher management mechanism, enriching industry chain, introducing new marketing model and building core competitiveness, etc. Keywords: SD ENGLISH; Franchising; Optimization Strategy Research  III 目 录 摘要 ........................................................................................................................................... I ABSTRACT .............................................................................................................................. II 目 录 ........................................................................................................................................ III 图表目录 ................................................................................................................................... V 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景 ......................................................................................................................... 1 1.2 研究目的与意义 ............................................................................................................. 3 1.3 国内外相关理论与研究现状 ......................................................................................... 3 1.3.1 国外特许经营研究现状 .......................................................................................... 3 1.3.2 国内特许经营研究现状 .......................................................................................... 5 1.3.3 国内外研究评述 ...................................................................................................... 8 1.4 研究方法和研究内容 ..................................................................................................... 9 1.4.1 研究方法 .................................................................................................................. 9 1.4.2 研究内容和技术路线 .............................................................................................. 9 1.4.3 研究框架 ................................................................................................................ 10 第二章 SD英语教育特许经营现状的分析 .......................................................................... 11 2.1 SD英语教育公司概况 .................................................................................................. 11 2.1.1 公司简介 ................................................................................................................ 11 2.1.2 品牌特色 ................................................................................................................ 11 2.2 SD英语教育特许经营模式发展现状分析 .................................................................. 13 2.2.1 管理模式 ................................................................................................................ 13 2.2.2 发展路线 ................................................................................................................ 15 2.3.3 特许经营关键因素分析 ........................................................................................ 16 2.3 SD英语教育特许经营存在的问题 .............................................................................. 19 2.3.1 股权及回购 ............................................................................................................ 19 2.3.2 加盟校师资薄弱 .................................................................................................... 20 2.3.3 学生人数减少 ........................................................................................................ 20 2.3.4 负面事件影响 ........................................................................................................ 21  IV 2.4 SD英语教育特许经营问题产生的原因 ...................................................................... 22 2.4.1 特许经营管理不成熟 ............................................................................................ 22 2.4.2 教师工作满意度低 ................................................................................................ 23 2.4.3 业务缺乏核心竞争力 ............................................................................................ 24 2.4.4 国家政策限制所导致的办学困境 ...............