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| 论文编号： | 10912 | |
| 作者编号： | 2220160529 | |
| 上传时间： | 2019/6/13 11:12:44 | |
| 中文题目： | 福建兰庭房产代理有限公司发展战略研究 | |
| 英文题目： | Research on Development Strategy of Fujian Lanting Real Estate Agency Co.,Ltd. | |
| 指导老师： | 薛红志 | |
| 中文关键字： | 房产中介；发展战略；环境优势；竞争优势 | |
| 英文关键字： | Real estate agency; Development strategy; Environmental advantage; Competitive advantage | |
| 中文摘要： | 房产中介行业，不仅是人力密集型行业，也是和中国经济息息相关的行业，更是容易受政策影响的行业之一。2018年房产经纪全行业的经营收入为2000亿元，房产中介行业不仅为国家解决城镇人口的就业问题，也是年轻人付出与收获成正比的行业。随着更多二线城市的二手房成交量超过新房，房产中介的前景是美好的。福建兰庭房产代理有限公司是福州老牌房产中介企业，但这几年的知名度与门店数量严重下降，缺乏市场竞争力，作为福州天福集团有限公司的配套产业之一，需要尽快确定公司的发展战略，以达到持续经营的目标。本文立足于福建兰庭房产代理有限公司的基本情况，以企业的发展战略为研究领域。首先分析公司所处的宏观环境，并运用波特五力分析法分析房产中介的产业环境，再用SWOT模型分析福建兰庭房产代理有限公司的未来发展威胁与机遇，并结合文献与访谈法，辩证看待确定公司的发展战略，是先要确定企业的发展方向，从现有的加盟体系调整成联营体系。以“福州房产中介市场前五”作为战略目标，确定企业愿景与使命，确定具体的业务战略与职能战略。最后，为了实现公司的发展战略，拟定组织、人力、技术、文化保障措施。本文研究成果对于福建兰庭房产代理有限公司制定发展战略具有重要意义，同时也为同类企业发展战略的制定提供相关思路。关键词：房产中介；发展战略；环境优势；竞争优势 | |
| 英文摘要： | The Real estate agency industry is not only a labor-intensive industry, but also an industry closely related to the Chinese economy. It is also one of the industries that are easily affected by policies. In 2018, the real estate brokerage industry's operating income is 200 billion yuan. The real estate agency industry not only solves the employment problem of the urban population for the country, but also the industry that the young people pay and is directly proportional to the harvest. With more second-hand housing sales in second-tier cities surpassing new homes, the prospects for real estate agents are good. Fujian Lanting Real Estate Agency Co., Ltd. is an old real estate agent in Fuzhou. However, the popularity and number of stores in this year have been seriously declining and lack of market competitiveness. As one of the supporting industries of Fuzhou Tianfu Group Co., Ltd., it is necessary to determine the company's development strategy as soon as possible. To achieve the goal of continuing operations. Based on the basic situation of Fujian Lanting Real Estate Agency Co., Ltd., this paper takes the development strategy of the company as the research field. Firstly, analyze the macro environment in which the company is located, and analyze the industrial environment of real estate agency by using Porter's five-force analysis method, and then analyze the future development threats and opportunities of Fujian Lanting Real Estate Agency Co., Ltd. with SWOT model, and combine literature and interview methods. Dialectical view of determining the company's development strategy is to first determine the direction of the company's development, from the existing franchise system to the joint venture system. Take the “Five Tops of Fuzhou Real Estate Agency Market” as the strategic goal, determine the company's vision and mission, and determine the specific business strategy and functional strategy. Finally, in order to achieve the company's development strategy, formulate organizational, human, technical, and cultural safeguards. The research results of this paper are of great significance for the development strategy of Fujian Lanting Real Estate Agency Co., Ltd., and also provide relevant ideas for the development of similar enterprise development strategies. Key words: Real estate agency; Development strategy; Environmental advantage; Competitive advantage | |
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