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论文编号：	4961
作者编号：	2220090895
上传时间：	2013/2/25 9:13:50
中文题目：	易居中国营销集团运营管理体系改进研究
英文题目：	Research on Operation and Management System Improvements of E-House China Marketing Group
指导老师：	薛有志
中文关键字：	易居中国营销集团 地产营销代理 运营管理 管理模式
英文关键字：	Ehouse China Marketing Group, a real estate marketing agency,operations management, management mode.
中文摘要：	目前，国家经济持续稳定发展，房地产的宏观调控政策持续进行，市场竞争日益激烈，房地产代理行业特别是跨区域营销代理行业面临着新的机遇和挑战，如何形成一套完善的运营管理体系，快速占领市场已成为一个急需解决的问题。易居中国是目前中国规模最大，业务种类最齐全，发展最快的房地产流通服务运营商。易居中国营销集团主要负责房地产营销代理板块，整个营销团队水平建立在服务于三、四线城市基础之上，随着宏观调控市场压力增大，限购限贷政策的不断出台，导致房地产市场进入下行通道，营销领域的竞争日趋激烈，开发商和消费者提出的服务标准开始向一、二线城市靠拢。作为以结果为导向的房地产跨区域营销企业，若想在激烈竞争中快速占领市场，建立一套完善的运营管理标准模式和体系，提升整个团队的专业水平和服务水平，获得品牌开发商和客户的满意度已成为制胜的关键。运营管理是维持房地产营销代理企业日常运作的基础性工作，房地产营销代理企业因为经营的特征，其运营管理及其对运营人员的要求与其它行业及代理公司也有很大的不同。正确认识其中的差别，对有效开展房地产营销代理特别是跨区域运营工作有着重要的意义。本文以易居中国营销集团为例进行分析研究，根据整个房地产营销现状和发展趋势，充分结合易居内部原有 “三横三纵” 运营管理体系在实际应用和推广中的反馈意见，考虑易居中国各个业务板块快速发展可提供更加丰富的营销资源，提出新的整体“三横四纵”的业务整合模型。通过研究可以发现基于过程管理、知识管理、资源整合的“三横四纵”管理模型克服了原有管理体系的弊端，为跨区域房地产营销代理企业以及其它行业同类型的代理企业运营管理模式提供了借鉴的思路，为跨区域营销代理迅速占领市场并持续、健康、稳定发展提供了借鉴。本文具体阐述了“三横四纵”运营管理整合模型，对运营管理体系提出了新的思路，增加了以客户满意度为核心的综合管理内容，大大增强了营销团队的专业水平和服务水平，有助于树立和提升企业品牌效应，最终实现开发商和消费者三方的共赢。
英文摘要：	At present, the state economic steady and sustained development of the real estate macroeconomic regulation and control policy progresses, the market competition, the real estate agent industry especially cross area to marketing agency industry is facing new opportunities and challenges, how to form a set of perfect operation management system, to quickly capture the market has become an urgent need to resolve problems. Ehouse China is China's largest, most complete business types, the fastest growing real estate circulation service operators. Easy in China marketing group mainly responsible for real estate marketing agency plate, the whole marketing team level based on service in three, four line city basis, with the macroeconomic regulation and control market pressure increases, the restricted limit credit policies introduced gradually, lead to the real estate market into the downlink channel, in the field of marketing competition is becoming increasingly fierce, developers and consumers proposed service standards begin to one, two line cities draw together. As a result-oriented across the region real estate marketing enterprise, in the fierce competition to quickly capture the market, set up a set of perfect operation management standard mode and system carry, improve the whole team professional level and service level, get the brand developer and customer satisfaction has become the key to winning. Operation management is to maintain the real estate marketing agency enterprise daily operation of the basic work, real estate marketing agency enterprise for operating characteristics, its operation management and operation personnel requirements and other industries and agency also to have the very big different. A correct understanding of the differences, to effectively develop real estate marketing agent especially trans-regional operation work has the important meaning. This paper easy in China marketing group as an example to analyze and research the whole real estate marketing according to the present situation and development trend, fully combined with enjoysmart internal original "three cross three longitudinal" operation management system in actual application and popularization of the feedback, consider easy in China each business plate rapid development can provide more rich marketing resources, puts forward new whole "three cross been" business integration model. Through the research can be found based on process management, knowledge management, resources integration "three cross been" management model to overcome the shortcomings of the original management system, for cross area to real estate marketing agency enterprise and other sectors of the same type agency enterprise operation management mode provides some thoughts, for cross area to marketing agency quickly occupied the market and the continuous, healthy and stable send a provides reference. This paper expounds the "three cross been" operation management integration model of operation management system, puts forward new ideas, increased to customer satisfaction as the core of the comprehensive management content, greatly enhance the marketing team professional level and service level, help to set up and promote the enterprise brand effect, and finally achieve the developers and consumers tripartite win-win situation.
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