房地产销售代理承诺合约研究

发布时间：2018-03-13 19:29

本文选题：房地产　切入点：销售代理　出处：《管理工程学报》2013年03期 　论文类型：期刊论文

【摘要】：以普通佣金模式下房地产销售代理商的积极性不能得到有效发挥为切入点,对房地产销售代理承诺合约进行研究。作为研究基点,首先分析了普通佣金模式下销售代理商的工作努力程度以及整个销售供应链和委托代理双方各自的收益。随后,对销售数量承诺销售代理合约进行研究,在承诺合约模型中,引入单价奖惩加固定金额奖惩的综合奖惩措施,通过模型构建和优化分析,得出销售代理商的决策策略和收益。并对两种模式下销售代理商的努力程度和各方收益进行了对比分析,结果表明,承诺合约模式下,销售代理商的努力程度更高,项目产品的销售量更大,各方收益也更大。同时,研究表明单价奖惩加固定金额奖罚的综合奖惩措施比以往单纯的单价奖惩措施对系统更优,可以迫使销售代理商选择较高的努力程度,保证其承诺的实现,从而保证房地产开发商预定目标的实现。最后,通过数值算例对研究结论进行了验证和说明。
[Abstract]:Based on the fact that the enthusiasm of real estate sales agents can not be effectively brought into play under the general commission mode, this paper studies the contract of real estate sales agency commitment. Firstly, the paper analyzes the working degree of the sales agent under the general commission mode and the profit of the whole sales supply chain and the principal-agent. Then, the sales quantity commitment sales agency contract is studied, and in the commitment contract model, Introducing the unit price reward and punishment plus fixed amount of reward and punishment comprehensive reward and punishment measures, through the model construction and optimization analysis, The decision strategy and profit of the sales agent are obtained, and the comparative analysis of the effort degree of the sales agent and the income of all parties under the two modes is carried out. The result shows that under the commitment contract mode, the sales agent's effort degree is higher. At the same time, research shows that the combination of unit price reward and punishment plus fixed amount reward and punishment measures is better than the simple unit price reward and punishment measure. It can force sales agents to choose a higher degree of effort to ensure the realization of their commitments, thus ensuring the realization of the target of real estate developers. Finally, the research conclusions are verified and explained by numerical examples.
【作者单位】：西南交通大学经济管理学院;电子科技大学经济管理学院;
【基金】：中国博士后科学基金特别资助项目(201003691) 教育部人文社科青年基金资助项目(09YJC630020)
【分类号】：F293.3

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