房地產(chǎn)銷售代理合約研究
發(fā)布時(shí)間：2019-03-11 08:59
【摘要】：發(fā)達(dá)國家的房地產(chǎn)市場(chǎng)經(jīng)過幾百年的發(fā)展,經(jīng)歷工業(yè)化和城市化以后,早在20世紀(jì)50年代就已進(jìn)入成熟期。目前,在發(fā)達(dá)國家,房地產(chǎn)市場(chǎng)以二手房交易為主,一手房買賣只占總交易量的很小比例。但在我國卻不一樣,目前我國還處在快速工業(yè)化和城市化進(jìn)程中,每年新房交易超過二手房交易量。并且,隨著社會(huì)分工的發(fā)展,新房銷售時(shí)很多開發(fā)商選擇銷售代理的模式。因而,銷售代理在我國房地產(chǎn)市場(chǎng)中占有重要地位,協(xié)調(diào)好房地產(chǎn)銷售代理雙方的關(guān)系,對(duì)于房地產(chǎn)業(yè)及社會(huì)經(jīng)濟(jì)的發(fā)展具有重要意義。 但是,從我國目前的房地產(chǎn)銷售代理市場(chǎng)的運(yùn)作情況來看,銷售代理商未受到較好激勵(lì)、積極性未充分發(fā)揮,導(dǎo)致銷售代理活動(dòng)效率不高,開發(fā)商對(duì)銷售代理商的工作不滿意。 為協(xié)調(diào)好房地產(chǎn)銷售代理雙方的關(guān)系,論文從供應(yīng)鏈的角度對(duì)房地產(chǎn)銷售代理進(jìn)行研究。在介紹我國房地產(chǎn)及銷售代理業(yè)的發(fā)展歷程,以及房地產(chǎn)銷售代理業(yè)存在的問題的基礎(chǔ)上,對(duì)現(xiàn)有研究成果和文獻(xiàn)進(jìn)行了梳理和綜述。 作為房地產(chǎn)銷售代理活動(dòng)的源頭,房地產(chǎn)開發(fā)商要作出銷售工作是否外包的決策。從業(yè)務(wù)外包的理論基礎(chǔ)和動(dòng)因出發(fā),指出房地產(chǎn)銷售外包的動(dòng)因是開發(fā)商專注于核心業(yè)務(wù),提高項(xiàng)目的售價(jià)及銷售速度,提升項(xiàng)目的盈利能力。開發(fā)商銷售外包決策,主要看是自行組織銷售的收益更高還是銷售外包所帶來的收益更高。以此為開始,分析了房地產(chǎn)銷售代理的委托代理關(guān)系與契約理論中委托-代理問題的異同；在此基礎(chǔ)上,對(duì)房地產(chǎn)銷售代理活動(dòng)進(jìn)行基礎(chǔ)分析,研究房地產(chǎn)銷售代理活動(dòng)中雙方各自的決策和行為。 為協(xié)調(diào)好房地產(chǎn)銷售供應(yīng)鏈上下游企業(yè)之間的關(guān)系,須在開發(fā)商和銷售代理商之間進(jìn)行合理的利益分配。由于房地產(chǎn)銷售代理過程中,房地產(chǎn)的所有權(quán)在代理雙方之間并不發(fā)生轉(zhuǎn)移,這與一般的銷售供應(yīng)鏈存在根本區(qū)別。為此,分析了房地產(chǎn)的銷售價(jià)格構(gòu)成,以及在不同價(jià)格區(qū)段銷售代理商對(duì)于價(jià)格上升的貢獻(xiàn),指出根據(jù)不同價(jià)格區(qū)段實(shí)施分級(jí)分成利益分配合約,可以更好地激勵(lì)銷售代理商,調(diào)動(dòng)其積極性,促進(jìn)房地產(chǎn)銷售供應(yīng)鏈運(yùn)作效率的提高。 除了提高售價(jià),增加項(xiàng)目總利潤外,項(xiàng)目階段性銷售目標(biāo)的實(shí)現(xiàn)對(duì)于開發(fā)商而言具有重要的意義。因此,將回饋和懲罰機(jī)制引入房地產(chǎn)銷售代理,研究房地產(chǎn)銷售代理承諾合約。作為研究基點(diǎn),首先分析了普通傭金模式下銷售代理商的工作努力程度以及整個(gè)銷售供應(yīng)鏈和委托代理雙方各自的收益。隨后,對(duì)銷售數(shù)量承諾銷售代理合約進(jìn)行研究,在承諾合約模型中,引入單價(jià)獎(jiǎng)懲加固定金額獎(jiǎng)懲的綜合獎(jiǎng)懲措施,通過模型構(gòu)建和優(yōu)化分析,得出銷售代理商的決策策略和收益。并對(duì)兩種模式下銷售代理商的努力程度和各方收益進(jìn)行了對(duì)比分析。在考慮一般回饋和懲罰措施的基礎(chǔ)上,綜合獎(jiǎng)懲措施可以迫使銷售代理商選擇較高的努力程度,避免道德風(fēng)險(xiǎn)行為的出現(xiàn),保證其承諾的實(shí)現(xiàn),從而保證房地產(chǎn)開發(fā)商預(yù)定目標(biāo)的實(shí)現(xiàn)。 分級(jí)分成利益分配合約和承諾合約的研究均是針對(duì)靜態(tài)的收益,但現(xiàn)實(shí)經(jīng)濟(jì)生活中,事物是動(dòng)態(tài)發(fā)展的,資金是有時(shí)間價(jià)值的。為使研究更接近實(shí)際,考慮資金時(shí)間價(jià)值對(duì)房地產(chǎn)銷售代理雙方的影響。分別分析了不考慮和考慮資金時(shí)間價(jià)值兩種情況下銷售代理商的行為和各方收益,結(jié)果表明,考慮資金時(shí)間價(jià)值情況下比不考慮資金時(shí)間價(jià)值情況下,銷售代理商工作更努力,房地產(chǎn)項(xiàng)目能在前期實(shí)現(xiàn)更多的銷售,各方收益更高。 最后,以相關(guān)實(shí)際數(shù)據(jù)為基礎(chǔ),進(jìn)行了案例研究。數(shù)據(jù)分析結(jié)果表明,房地產(chǎn)銷售外包不能帶來成本的降低,但能促進(jìn)項(xiàng)目產(chǎn)品售價(jià)的提升,且售價(jià)的提升幅度超過成本的增加幅度,進(jìn)而提高項(xiàng)目的投資收益率。
[Abstract]:After hundreds of years of development, the real estate market in the developed countries has gone through industrialization and urbanization, and has entered the mature stage in the early 1950s. At present, in the developed countries, the real estate market mainly deals with the second-hand house transaction, and the purchase and sale of one-hand house accounts for only a small proportion of the total trading volume. But in our country, however, our country is still in the process of rapid industrialization and urbanization, and the new house transactions exceed the trading volume of the second-hand house each year. In addition, with the development of the social division of labor, many developers in the new house select the mode of the sales agent. Therefore, the sales agent plays an important role in the real estate market of our country, and coordinates the relationship between the two sides of the real estate sales agent, which is of great significance to the development of the real estate industry and the social economy. However, from the current operation of the real estate sales agent market in our country, the sales agent has not been well motivated, the enthusiasm is not fully exerted, the sales agent activity is not high, and the developer is not satisfied with the sales agent's work. In order to coordinate the relationship between the real estate sales agent, the paper proceeds from the view of supply chain to the real estate sales agent. On the basis of introducing the development of the real estate and the sales agent industry in China, and the problems existing in the real estate sales agent industry, the existing research results and the literature are sorted out. and review. As the source of the real estate sales agent activity, the real estate developer should make a sales work The decision of outsourcing is based on the theoretical basis and the motivation of the outsourcing of the business. It is pointed out that the motivation of the outsourcing of real estate is the focus of the developer on the core business, the price of the project and the sales speed, and the promotion of the project. The profit ability of the developer. The developer sells the outsourcing decision, mainly see whether the self-organized sales income is higher or the sales outsourcing In order to start, the principal-agent relationship of the real estate sales agent and the principal-agent problem in the contract theory are analyzed. On the basis of this, the real estate sales agent's activities are analyzed and the real estate sales agent activities are studied. Decision and behavior. To coordinate the relationship between the upstream and downstream enterprises of the real estate sales supply chain, it is necessary to carry out the relationship between the developer and the sales agent Reasonable interest distribution. As a result of the real estate sales agent, the ownership of the real estate is not transferred between the agents, which is similar to the general sales supply There is a fundamental difference in the chain. For this reason, the composition of the selling price of the real estate and the contribution of the sales agent in different price sections to the price increase are analyzed, and it is pointed out that the sales agent can be better driven according to the implementation of the grading into the benefit distribution contract according to the implementation of the different price sections. to mobilize its enthusiasm and to promote the supply chain of real estate The improvement of the operation efficiency. In addition to improving the selling price and increasing the total profit of the project, the implementation of the project stage sales target is for the developer It is of great significance to introduce a feedback and punishment mechanism into the real estate sales agent to study the premises As a base point of the study, the sales agent's degree of work and the whole sales supply chain and commission of the sales agent in the normal commission mode are analyzed first. The respective proceeds from both parties. Subsequently, the sales agent contract is researched on the sales quantity promise. In the commitment contract model, the comprehensive reward and punishment measures of the unit price and the reward and punishment plus the fixed amount are introduced, and the sales agent is obtained through the model construction and the optimization analysis. The decision-making strategy and benefits of the business, and the degree of effort and the parties involved in the sales of agents in both modes On the basis of consideration of general feedback and punishment measures, the comprehensive reward and punishment measures can force the sales agent to select a higher degree of effort, avoid the occurrence of moral hazard, and guarantee the realization of the promise, so as to guarantee the opening of the real estate. The achievement of the intended target of the issuer. The research on the classification of the distribution contract and the commitment contract is for the static income, but in the real economic life, the thing is the dynamic development In order to make the study more close to reality, consider the value of the capital time to the house. The effect of the two parties on the real estate sales agent is analyzed. The behavior of the sales agent and the income of the parties under the two conditions of not considering and considering the time value of the capital are respectively analyzed. The results show that, in the case of considering the time value of the capital, the value of the time value of the fund is not taken into account. And the sales agent works harder, and the real estate project can be realized in the early stage. More sales, and the benefits of the parties are higher. Finally, with the relevant actual Based on the data, the case study is carried out. The data analysis results show that the real estate sales outsourcing can not bring the cost reduction, but can promote the increase of the price of the project product, and the increase of the selling price exceeds the cost increase.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.52
本文編號(hào)：2438151
[Abstract]:After hundreds of years of development, the real estate market in the developed countries has gone through industrialization and urbanization, and has entered the mature stage in the early 1950s. At present, in the developed countries, the real estate market mainly deals with the second-hand house transaction, and the purchase and sale of one-hand house accounts for only a small proportion of the total trading volume. But in our country, however, our country is still in the process of rapid industrialization and urbanization, and the new house transactions exceed the trading volume of the second-hand house each year. In addition, with the development of the social division of labor, many developers in the new house select the mode of the sales agent. Therefore, the sales agent plays an important role in the real estate market of our country, and coordinates the relationship between the two sides of the real estate sales agent, which is of great significance to the development of the real estate industry and the social economy. However, from the current operation of the real estate sales agent market in our country, the sales agent has not been well motivated, the enthusiasm is not fully exerted, the sales agent activity is not high, and the developer is not satisfied with the sales agent's work. In order to coordinate the relationship between the real estate sales agent, the paper proceeds from the view of supply chain to the real estate sales agent. On the basis of introducing the development of the real estate and the sales agent industry in China, and the problems existing in the real estate sales agent industry, the existing research results and the literature are sorted out. and review. As the source of the real estate sales agent activity, the real estate developer should make a sales work The decision of outsourcing is based on the theoretical basis and the motivation of the outsourcing of the business. It is pointed out that the motivation of the outsourcing of real estate is the focus of the developer on the core business, the price of the project and the sales speed, and the promotion of the project. The profit ability of the developer. The developer sells the outsourcing decision, mainly see whether the self-organized sales income is higher or the sales outsourcing In order to start, the principal-agent relationship of the real estate sales agent and the principal-agent problem in the contract theory are analyzed. On the basis of this, the real estate sales agent's activities are analyzed and the real estate sales agent activities are studied. Decision and behavior. To coordinate the relationship between the upstream and downstream enterprises of the real estate sales supply chain, it is necessary to carry out the relationship between the developer and the sales agent Reasonable interest distribution. As a result of the real estate sales agent, the ownership of the real estate is not transferred between the agents, which is similar to the general sales supply There is a fundamental difference in the chain. For this reason, the composition of the selling price of the real estate and the contribution of the sales agent in different price sections to the price increase are analyzed, and it is pointed out that the sales agent can be better driven according to the implementation of the grading into the benefit distribution contract according to the implementation of the different price sections. to mobilize its enthusiasm and to promote the supply chain of real estate The improvement of the operation efficiency. In addition to improving the selling price and increasing the total profit of the project, the implementation of the project stage sales target is for the developer It is of great significance to introduce a feedback and punishment mechanism into the real estate sales agent to study the premises As a base point of the study, the sales agent's degree of work and the whole sales supply chain and commission of the sales agent in the normal commission mode are analyzed first. The respective proceeds from both parties. Subsequently, the sales agent contract is researched on the sales quantity promise. In the commitment contract model, the comprehensive reward and punishment measures of the unit price and the reward and punishment plus the fixed amount are introduced, and the sales agent is obtained through the model construction and the optimization analysis. The decision-making strategy and benefits of the business, and the degree of effort and the parties involved in the sales of agents in both modes On the basis of consideration of general feedback and punishment measures, the comprehensive reward and punishment measures can force the sales agent to select a higher degree of effort, avoid the occurrence of moral hazard, and guarantee the realization of the promise, so as to guarantee the opening of the real estate. The achievement of the intended target of the issuer. The research on the classification of the distribution contract and the commitment contract is for the static income, but in the real economic life, the thing is the dynamic development In order to make the study more close to reality, consider the value of the capital time to the house. The effect of the two parties on the real estate sales agent is analyzed. The behavior of the sales agent and the income of the parties under the two conditions of not considering and considering the time value of the capital are respectively analyzed. The results show that, in the case of considering the time value of the capital, the value of the time value of the fund is not taken into account. And the sales agent works harder, and the real estate project can be realized in the early stage. More sales, and the benefits of the parties are higher. Finally, with the relevant actual Based on the data, the case study is carried out. The data analysis results show that the real estate sales outsourcing can not bring the cost reduction, but can promote the increase of the price of the project product, and the increase of the selling price exceeds the cost increase.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.233.52
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