Qazir isti nólden bastamay-aq, búghan deyin ayaghyna túrghan biznesti ary qaray tabysty órbitip naryqtyng bazarynan óz ornynyzdy tabugha mýmkindik beretin tәsil bar. Elimizding ekonomikasy ýshin әli de jana bolyp sanalatyn búl qúbylys franchayzing dep atalady. Býgin biz osy zaman talabyna say biznesti jýrgizu ýderisterining bir formasy bolyp tabylatyn franchayzing turaly sóz etpekpiz.
Franchayzing - biznesti jýrgizu jýiesi. Ol eki negizgi qúramdas bólikten túrady. Alghashqysy - ózining sauda belgisin, biznes jýiesin nemese oilap tapqan nou-hauyn liysenziyalaytyn nemese satatyn franchayzer. Ekinshisi - franchayzerge bastapqy franshizalyq tólemdi, keyin biznesti jýrgizu qúqyghy ýshin alynatyn aghymdyq royaltiydi (sauda belgisin paydalanghany ýshin beriletin tólem) tóleytin franchayziy.

Qazir isti nólden bastamay-aq, búghan deyin ayaghyna túrghan biznesti ary qaray tabysty órbitip naryqtyng bazarynan óz ornynyzdy tabugha mýmkindik beretin tәsil bar. Elimizding ekonomikasy ýshin әli de jana bolyp sanalatyn búl qúbylys franchayzing dep atalady. Býgin biz osy zaman talabyna say biznesti jýrgizu ýderisterining bir formasy bolyp tabylatyn franchayzing turaly sóz etpekpiz.
Franchayzing - biznesti jýrgizu jýiesi. Ol eki negizgi qúramdas bólikten túrady. Alghashqysy - ózining sauda belgisin, biznes jýiesin nemese oilap tapqan nou-hauyn liysenziyalaytyn nemese satatyn franchayzer. Ekinshisi - franchayzerge bastapqy franshizalyq tólemdi, keyin biznesti jýrgizu qúqyghy ýshin alynatyn aghymdyq royaltiydi (sauda belgisin paydalanghany ýshin beriletin tólem) tóleytin franchayziy.
Jalpy aitqanda, bir adam kelesi adamgha ózi damytyp, barshagha tanymal etken sauda belgisi ayasyndaghy biznesti jýrgizuge qúqyqty satady. Osy jerde franchayzing paydasynyng eki jaqtylyghyn atap ketken jón. Franchayzy (sauda belgisin nemese dayyn biznesti satyp alushy) uaqyt pen qatang bәsekelestik synaghynan ótken әlemdik dengeyde tanymal jәne qyruar tabys әkeletin da-yyn bizneske ie bolady. Sonday-aq, oghan franchayzer (satushy) biznesti tiyimdi jýrgizuge qajetti tehnologiyalardyng qyr-syry men kommersiyalyq qúpiyalaryn da ýiretedi. Al franchayzer-kompaniya óz franshizasyn satu arqyly birneshe mәseleni ong sheshe alady. Mәselen, tauar nemese qyzmet kórsetu naryghy, yaghny taraluynyng geografiyalyq shekarasy keneyip, sauda belgisining tanymaldylyghy artady. Sonymen qatar, franshiza, yaghny biznes jýrgizuge qúqyq ta tauar bolyp esepteletindikten, franchayzer ony satqany ýshin qyruar qarjy men keyin ózine ýnemi týsip túratyn royaltiyge ie bolady. Franchayzer ózi-aq әrtýrli elderde biznesining filialdaryn kóptep ashsa da bolar edi. Biraq, ol múny az uaqyt kóleminde jasay almaydy. Óitkeni ol kóp qarajat pen qosymsha júmys kýshin qajet etedi. Sondyqtan kompaniyagha búl isti aimaqtyq kәsipkerge jýktegen tiyimdirek. Yaghni, biznesin ózgening qolymen dóngelete beredi. Mine, franchayzer men franchayzy arasyndaghy is-әreket osylay órbiydi. Olardyng ózara qarym-qatynasy eki jaqty kelisimshart arqyly retteledi. Eger franchayzy bankke jýginetin bolsa, búl jýiede ýshinshi qatysushy payda bolady. Búl jaghdayda ýsh jaqty kelisimshart jýzege asady.
Coca-Cola, Baskin Robbins, MacDonald’s, World Class - búlar әlemge eng tanymal franchayzerler. Osy kompaniyalar dýniyejýzine osy franchayzing arqyly taraluda. Álemdik baspasózdegi derekterge sýiensek, dýniyejýzinde franchayzingting jyldyq ainalymy 2 trln. AQSh dollaryn qúraydy eken. Al franchayzingtik ókilettilikter sany 2 mln-gha jetken.
Franchayzing Batys elderinde keng taraghan. Óitkeni iskerler ony әrbir kәsipkerlik bastamanyng sәtti boluynyng kepili dep týsinedi. Al, atalmysh biznes ýrdisi Qazaqstanda qanday dengeyde damyp keledi?
Alghashqy ret «franchayzing kelisimi» úghymy 1999 jyly Azamattyq kodeks qabyldanghan kezde endi. 2002 jyly franchayzing turaly arnayy zang qabyldanghan bolatyn. Qazirgi tanda franchayzing salasynda Qazaqstan Ortalyq Aziyada kósh bastap keledi. Oghan elimizdegi jyl sanap kóbeyip kele jatqan franchayzingtik jýieler dәlel.
Statistika agenttigining mәlemetterine jýginsek, býginde Qazaqstandaghy sheteldik franshiza jýielerin biznesining baghytyna qaray birneshe salalargha jikteuge bolady. Olar: bólshek sauda jýieleri - 60%, qyzmet kórsetu salasy - 30%, qoghamdyq tamaqtanu - 3% , óndiristik sala 7% jәne halyq tútynu tauarlarynyng arasynda sheteldik tanymal sauda belgilerining kiyim men ayaq kiyimderin satu da qarqyndy jýrude.
Elimizde Coca-Cola, Baskin Robbins, World Class, British Airways, «Perekres-tok» siyaqty franchayzingtik jýieler tabysty damyp keledi. Qonaq ýiler biznesinde 1994 jyly ashylyp, keyin Hayat Ridjensy franchayzingtik brendining halyqaralyq otelider jelisining bóligi bolghan «Rahat Palas» jәne «Ankara»-ny aitugha bolady. Qazir olar tanymal Intercontinental qonaq ýiler jelisining qúramyna kiredi. Meymanhana biznesinde reseylik Rosinter kompaniyasyn qazaqstandyq naryqtan óz ornyn alyp ýlgerdi deuge bolady. Búl kompaniya elimizde «Eli Patio», «Planeta sushiy», «Amerikanskiy bar y grili», «Moka-Loka» jәne t.b. brendterimen tanymal. Al ózimizding otandyq franchayzerler turaly әzirge auyz toltyryp eshtene aita almaymyz. Shet elge shygharyp jatqan brendtik sauda belgilerimiz ben biznesimiz joqtyng qasy. Ózgeler bylay túrsyn, óz elimizding aumaghynda taralatyndary da sausaqpen sanarlyq.
Álemdik statistikagha kóz jýgirtsek, óz betinshe ashylghan 100 kәsiporynnyng bes jyldan keyin tek 10-y ghana júmysyn jalghastyratynyn bayqaymyz. Al franchayzing kelisimi boyynsha bes jyldan keyin naryqta kәsiporyndardyng 90 payyzy qalady.

Malika NAQYPBEKQYZY, marketolog
«Núr Astana» gazeti (21.05.2009)