本文選題：發(fā)展戰(zhàn)略 + 房地產代理��； 參考：《石家莊經濟學院》2013年碩士論文

【摘要】：城鎮(zhèn)化建設是中國發(fā)展現(xiàn)代化的必由之路。推進城鎮(zhèn)化是推動區(qū)域協(xié)調發(fā)展的有力支撐，是擴大內需和促進產業(yè)升級的重要抓手，對全面建成小康社會、加快推進社會主義現(xiàn)代化具有重大現(xiàn)實意義和深遠歷史意義。房地產行業(yè)的良性發(fā)展在城鎮(zhèn)化建設過程扮演著重要的角色。房地產業(yè)是國民經濟的支柱性產業(yè)，地產投資是經濟增長的重要動力。 房地產開發(fā)受環(huán)境政策、產業(yè)政策、城市發(fā)展規(guī)劃、土地利用規(guī)劃等政策的調整變動等諸多的不確定的因素影響。伴隨著房地產市場的發(fā)展，房地產代理業(yè)日益壯大，其在房地產業(yè)中的作用和地位也日顯重要。房地產代理業(yè)不僅促進了房地產業(yè)的發(fā)展，而且活躍了市場、節(jié)省了流通費用，降低房地產市場風險的同時，提高了勞動生產率。一個完善的房地產市場發(fā)展體系，可以積極應對房地產商品的特殊性所導致的市場低效率，是房地產行業(yè)存在和發(fā)展的理由。 發(fā)展和完善與房地產市場需求相適應的房地產代理行業(yè)，對于房地產業(yè)發(fā)展有著十分重要的作用，不僅可以積極促進房地產市場的繁榮與穩(wěn)定，而且有利于加速房地產信息的傳播和房地產商品的流通，并促進房地產資源的合理配置。 本文從中國的房地產的發(fā)展歷程的不同特點開始分析中國式房地產市場的發(fā)展特色，并明確本文研究的思路、主要問題和研究辦法；根據(jù)國內外關于房地產營銷代理行業(yè)的研究現(xiàn)狀，結合全國房地產大環(huán)境、大格局和廣州地區(qū)的特點進行影響一線城市的房地產市場的內外部因素分析，并選取了廣州知名企業(yè)Ｘ公司，對Ｘ公司所面臨的宏觀政策、經濟、社會、技術環(huán)境和競爭現(xiàn)狀、態(tài)勢進行分析，多角度剖析Ｘ公司的經營現(xiàn)狀、資源優(yōu)勢和存在問題，總結出Ｘ公司的內部優(yōu)勢和劣勢。在這個基礎上對企業(yè)綜合分析確定Ｘ公司的發(fā)展戰(zhàn)略目標，完成戰(zhàn)略總體設計和升級路徑，提出鏈接集團服務的新功能和新定位，將Ｘ公司打造成房地產服務領域的多元化投資商、整合運營商和專業(yè)經營商的愿景。希望能為房地產代理行業(yè)的發(fā)展方向帶來一點點的啟示，為房地產開發(fā)產業(yè)鏈優(yōu)化提升提供一點點幫助。 本文在研究中，，運用了比較分析法、PEST分析法和SWOT工具等進行了分析，采用了定性和定量結合的方法。
[Abstract]:Urbanization is the only way to develop China's modernization.To promote urbanization is a strong support to promote regional coordinated development, is an important grasp of expanding domestic demand and promoting industrial upgrading. It is of great practical and far-reaching historical significance to build a well-off society in an all-round way and to speed up the promotion of socialist modernization.The benign development of the real estate industry plays an important role in the process of urbanization construction.Real estate industry is the pillar industry of national economy, real estate investment is the important power of economic growth.Real estate development is influenced by many uncertain factors, such as environmental policy, industrial policy, urban development planning, land use planning and so on.With the development of the real estate market, the real estate agency industry is becoming stronger and stronger, and its role and position in the real estate industry is becoming more and more important.The real estate agency not only promotes the development of the real estate industry, but also enlivens the market, saves the circulation expenses, reduces the risk of the real estate market, and raises the labor productivity at the same time.A perfect real estate market development system can actively deal with the market inefficiency caused by the particularity of real estate commodities, which is the reason for the existence and development of real estate industry.The development and improvement of the real estate agency industry, which is in line with the demand of the real estate market, plays a very important role in the development of the real estate industry, and can not only actively promote the prosperity and stability of the real estate market,It also helps to speed up the dissemination of real estate information and the circulation of real estate commodities, and promote the rational allocation of real estate resources.This paper analyzes the characteristics of the development of Chinese real estate market from the different characteristics of the development process of China's real estate, and clarifies the ideas, main problems and research methods of this paper.According to the research status of real estate marketing agent industry at home and abroad, combined with the national real estate environment, large pattern and the characteristics of Guangzhou area, the internal and external factors affecting the real estate market in first-tier cities are analyzed.And select X Company, a famous enterprise in Guangzhou, to analyze the macro policy, economy, society, technology environment and competition situation of X Company, and analyze X Company's management status, resource advantage and existing problems from many angles.Summed up X Company's internal strengths and weaknesses.On this basis, the comprehensive analysis of the enterprise to determine X company's development strategy objectives, complete the overall strategy design and upgrade path, proposed a link group service new functions and new positioning,X will become a diversified investment in real estate services, integrating the vision of operators and professional operators.Hope to bring a little enlightenment to the development direction of the real estate agent industry, and provide a little help for the optimization and upgrading of the real estate development industry chain.In this paper, we use the method of comparative analysis, pest analysis and SWOT tool to analyze, and adopt the method of qualitative and quantitative combination.
【學位授予單位】：石家莊經濟學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F299.27

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本文編號：1739348