秦皇岛兴龙置家房地产经纪有限公司发展战略研究

发布时间：2018-04-25 05:12

本文选题：兴龙置家 + 房地产中介　；参考：《燕山大学》2013年硕士论文

【摘要】：伴随我国改革开放进程，计划经济时代的城镇住房制度逐步被社会主义市场机制取代。随着社会主义市场经济的不断发展，，货币化分房体制施行和福利住房体制终结，房地产业逐步成为国民经济的基础和先期导向性产业，获得前所未有的发展。此时，中国房地产中介作为房地产行业发展的顾问服务机构，与房地产市场的发展同步，逐渐显现它们在整个房地产行业中不可或缺的地位，得到快速的发展。但与欧美及亚洲部分国家和地区的同行业相比，中国的房地产中介行业相对起步较晚，行业规律和行业特点是在不断地摸索发展过程中不断的总结，为中国房地产中介行业结合自身特点、充分发挥提供了条件。同时，有很多发达国家和地区的成熟经验可以借鉴，这些条件不同程度上为中国房地产中介行业的高速发展奠定了基础。本文以战略管理的相关理论及研究方法为基础，通过运用PEST模型、波特五力模型、SWOT分析模型等方法，对秦皇岛兴龙置家房地产经纪有限公司所处的外部环境、内部环境、行业环境进行分析。得出兴龙置家公司优势、劣势、机会和威胁。制定了在各种不同内外部环境条件下，适用于该公司的不同营销战略组合。通过分析，制定了适合该公司的总体发展战略、战略使命及具体实施的战略阶段和步骤，运用市场营销的4P营销策略理论，制定了确保该公司发展战略得以实施营销策略组合。最后，本文从兴龙置家公司营销系统建设、人力资源体系建设、电子商务平台建设、品牌建设、财务建设等五个方面，提出了确保公司发展战略得以实施的保障措施。
[Abstract]:With the process of reform and opening up in China, the urban housing system in the planned economy era is gradually replaced by the socialist market mechanism. With the continuous development of the socialist market economy, the implementation of the monetized housing division system and the end of the welfare housing system, the real estate industry has gradually become the foundation and leading industry of the national economy, and has achieved unprecedented development. At this time, Chinese real estate agents, as advisory services for the development of the real estate industry, synchronize with the development of the real estate market, gradually show their indispensable position in the whole real estate industry, and get rapid development. However, compared with some countries and regions in Europe, America and Asia, the real estate intermediary industry in China started relatively late, and the rules and characteristics of the industry are summed up in the process of continuous exploration and development. For China's real estate intermediary industry combined with its own characteristics, to give full play to the conditions. At the same time, there are many developed countries and regions of mature experience can be used for reference, these conditions to varying degrees for the rapid development of China's real estate intermediary industry laid the foundation. Based on the relevant theories and research methods of strategic management, this paper, by using PEST model, Porter five forces model and SWOT analysis model, analyzes the external environment and internal environment of Qinhuangdao Xinglong Jijia Real Estate Agency Co., Ltd. Industry environment analysis. Get Xinglong home company strengths, weaknesses, opportunities and threats. In various internal and external environment conditions, applicable to the company's different marketing strategies. Based on the analysis, the author formulates the overall development strategy, strategic mission and the strategic stages and steps for the implementation of the company. By using the 4p marketing strategy theory of marketing, it formulates the combination of marketing strategies to ensure the implementation of the development strategy of the company. Finally, this paper puts forward the guarantee measures to ensure the implementation of the company's development strategy from the following five aspects: marketing system construction, human resource system construction, e-commerce platform construction, brand building and financial construction.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.233.4

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