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| 论文编号： | 10391 | |
| 作者编号： | 2220160765 | |
| 上传时间： | 2018/12/6 11:32:00 | |
| 中文题目： | 贝壳找房二手房业务商业模式研究 | |
| 英文题目： | Research on ke.com’ Secondary Housing Business Model | |
| 指导老师： | 薛红志 | |
| 中文关键字： | 商业模式；价值主张；关键资源；盈利模式 | |
| 英文关键字： | Business Model；Value proposition；Key resources；Profit Model | |
| 中文摘要： | 近年来我国房地产市场发展迅速，房价快速攀升，导致政府不断出台各种调控措施来打压房价，控制住房一级市场。因此，二手房市场正在逐步取代新房市场成为我国房屋交易的主导力量，房产中介迎来了行业发展的井喷期，但与此同时行业内房产中介的低水平发展又导致恶性竞争和服务水平低下，很多黑中介会借机对交易双方出手，让很多不谨慎的购房者落入陷阱，针对房产中介的负面消息层出不穷。 论文分析了房产中介行业的发展现状及正在经历的深刻变革，以2018年面市的定位于“技术驱动的居住服务平台”的贝壳找房为案例研究对象，从该公司的发起方链家集团的发展历程出发，考察了外部宏观环境、行业竞争格局、内部资源能力的优劣势以及面临的挑战，从根本性挑战入手，探讨互联网时代二手房中介业务的商业模式创新途径，在确定标杆瞄准对象美国MLS的基础上，聚焦于通过鲜明的价值主张汇聚二手房中介服务商和二手房购买者，为企业和客户创造更高价值，同时建立能够支撑价值传递的关键资源和能力，最终提出与行业内企业现存商业模式相比具有较高创新性的商业模式。 鉴于贝壳找房商业模式创新具有前沿性，在业界产生了很多不同的声音，因此具体实施落地过程中必然会招致很多不确定性因素的干扰，同时贝壳找房作为创业型企业，本来打造平台商业模式就难度极高，因此为了保证商业模式的顺利落地，论文还考察了对商业模式实施具有重要影响的相关因素，并提出了相应的保障措施。 | |
| 英文摘要： | In recent years, the rapid development of China's real estate market, coupled with the sharp increase in property prices have resulted in the government action of introducing a variety of regulatory measures to suppress housing prices, taking control of the domestic housing market. Therefore, the second-hand property market is gradually replacing the new housing market to become the dominant force in China's property transactions. Real estate agents ushered in a blowout period of industrial development. On the other hand, at the same time the under-developed and under-regulated real estate agents in the industry has led to vicious competition and low level of service, many “black agents” took the opportunity to manipulate both parties of the transaction. Many indiscreet buyers have fallen into the trap, and negative news of scandals remained rampant. This paper analyzes the current phenomenon of the development of the real estate industry and the profound changes it is experiencing. Taking the newly emerged Beike Zhao Fang, which is positioned as a "technology-driven lifestyle service platform" as a case study, proceeding from the development process of the company's initiator Homelink Group, this paper examines the external macro-environment, the pattern of industry competitive landscape, the advantages and disadvantages of internal resources and the challenges. Proceeding from the fundamental challenges, this paper in-depth explores the innovative business model that the real estate is trying to pursue in the Internet era. Benchmarking MLS from the United States, the paper also focuses on analyzing the value creation model along with the key supporting resources and competence required by the real estate agents through the convergence of service provider-real estate agents and demand side-property buyers by offering distinct value propositions followed by proposing an innovative business model. In view of the leading edge of Beike Zhao Fang’s business model, various opinions arose from industry players. This inevitably has led to many uncertainties in the interference in the process of strategy implementation and execution. As a start-up enterprise, Beike Zhao Fang has to carry and overcome the uncertainty in the process of building and executing the innovative platform business model. Finally, the paper examines the correlating factors that may have an important impact on the implementation of the business model, then puts forward corresponding safeguarding measures and recommendations. | |
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