本文選題：興龍置家 + 房地產(chǎn)中介��； 參考：《燕山大學》2013年碩士論文

【摘要】：伴隨我國改革開放進程，計劃經(jīng)濟時代的城鎮(zhèn)住房制度逐步被社會主義市場機制取代。隨著社會主義市場經(jīng)濟的不斷發(fā)展，，貨幣化分房體制施行和福利住房體制終結，房地產(chǎn)業(yè)逐步成為國民經(jīng)濟的基礎和先期導向性產(chǎn)業(yè)，獲得前所未有的發(fā)展。此時，中國房地產(chǎn)中介作為房地產(chǎn)行業(yè)發(fā)展的顧問服務機構，與房地產(chǎn)市場的發(fā)展同步，逐漸顯現(xiàn)它們在整個房地產(chǎn)行業(yè)中不可或缺的地位，得到快速的發(fā)展。但與歐美及亞洲部分國家和地區(qū)的同行業(yè)相比，中國的房地產(chǎn)中介行業(yè)相對起步較晚，行業(yè)規(guī)律和行業(yè)特點是在不斷地摸索發(fā)展過程中不斷的總結，為中國房地產(chǎn)中介行業(yè)結合自身特點、充分發(fā)揮提供了條件。同時，有很多發(fā)達國家和地區(qū)的成熟經(jīng)驗可以借鑒，這些條件不同程度上為中國房地產(chǎn)中介行業(yè)的高速發(fā)展奠定了基礎。 本文以戰(zhàn)略管理的相關理論及研究方法為基礎，通過運用PEST模型、波特五力模型、SWOT分析模型等方法，對秦皇島興龍置家房地產(chǎn)經(jīng)紀有限公司所處的外部環(huán)境、內部環(huán)境、行業(yè)環(huán)境進行分析。得出興龍置家公司優(yōu)勢、劣勢、機會和威脅。制定了在各種不同內外部環(huán)境條件下，適用于該公司的不同營銷戰(zhàn)略組合。通過分析，制定了適合該公司的總體發(fā)展戰(zhàn)略、戰(zhàn)略使命及具體實施的戰(zhàn)略階段和步驟，運用市場營銷的4P營銷策略理論，制定了確保該公司發(fā)展戰(zhàn)略得以實施營銷策略組合。 最后，本文從興龍置家公司營銷系統(tǒng)建設、人力資源體系建設、電子商務平臺建設、品牌建設、財務建設等五個方面，提出了確保公司發(fā)展戰(zhàn)略得以實施的保障措施。
[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.
【學位授予單位】：燕山大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F299.233.4

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