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论文编号：	9083
作者编号：	2220140660
上传时间：	2017/6/5 17:02:16
中文题目：	WJ房地产经纪企业业务优化
英文题目：	Research on the development direction, business model optimization and reconstruction of WJ real estate brokerage company
指导老师：	王迎军教授
中文关键字：	房地产经纪；业务模式优化；业务重构
英文关键字：	Real estate brokerage；Business model optimization；Business reconstruction
中文摘要：	自20世纪末至今，我国房地产市场飞速发展，且逐渐成为国家支柱产业并影响着国计民生。近年来，在我国宏观经济增速放缓趋稳的大背景下，房地产行业将逐步由投资导向转变为消费和服务导向。同时北上广深等一线城市已经逐步进入存量房时代，因此房地产经纪行业作为房地产产业链中重要的服务环节，越来越受关注。本文通过国内外研究综述及笔者在此行业中的业务实践，识别出房地产经纪行业的发展特征及痛点，并通过文献综述法、对比分析法等方法阐述房地产经纪行业环境优化，业务模式优化与重构的思路和方法。 本文在阐述研究背景、意义、国内外研究现状及研究思路和方法的基础上，总结了房地产经纪行业发展趋势，识别出此行业存在行业立法不健全、从业人员良莠不齐、业务模式单调等行业痛点问题。 本文充分借鉴了发达国家美国的行业发展历程及现状，通过对比分析法，将标的企业WJ公司与美国大行品牌加盟经纪机构HomeServices集团进行对比。WJ公司目前存在几大问题，包括：大规模的直营模式带来的高成本、高市场波动风险；目前采用的以抢占资源为主的居间模式，不利于提升企业服务水平及从业人员的专业能力；以及业务种类纵向关联性差导致企业效能大幅度提升难度大。 针对以上问题，本文认为，WJ公司业务模式和重构的主要内容包括：尝试探讨由直营模式向加盟模式转变、尝试由居间模式向代理模式转型、尝试通过整合纵向业务支持服务来获得企业溢价收益。本文详细分析对比了直营模式及加盟模式对房地产经纪机构在盈利方式及抗风险能力上的差异；实际的业务中，采用居间模式和代理模式在对从业人员的要求及行业服务往“重服务体验”还是“重资源抢夺”上的差异；以及以WJ公司为代表的中国房地产经纪机构采用的横向分布的业务结构与以HomeServices集团为代表的美国房地产经纪机构的产业链纵向分布的业务结构的差异。 本文同时提出WJ公司在业务模式优化和重构的过程中，需要同时关注行业环境优化的问题，其中，完善行业立法，明确经纪行业中各角色承担的责权利；推进从业人员资质认证，提升从业人员素质与门槛；由居间模式逐步向代理模式转型，使从业人员更注重服务质量等三个方面最为重要。同时还需要注意在业务模式优化和重构过程中的合规性并加强自身的平台能力建设。 在WJ公司业务模式优化和重构过程中，本文建议从组织结构变革、新资源引入与能力建设、薪酬体系搭建与调整三方面切入，将组织结构重心置于一个个利润中心的城市公司转变为打造行业服务能力的各个专业公司；引入融资及扩张资源和能力；同时将原有的高底薪、低分成的业务模式转变为无底薪、高分成的轻资产模式。
英文摘要：	Since the end of twentieth Century, the real estate market of China has developed rapidly, and has gradually become a pillar industry of the country and affect the national economy and the people's livelihood. In recent years, in the background of the slowdown of China's macroeconomic stabilization, the focus of real estate industry will gradually transform from investment to consumer and service. Because of the China’s first-tier cities’ real estate market, like Beijing, Shanghai, Guangzhou, Shenzhen have entered the second hand homes’ era, the real estate brokerage industry as an important link in the real estate industry chain, will be paid more and more attention. In this paper, through the domestic and foreign research review and the author's business practice in this industry, identify the real estate brokerage industry development characteristics and pain points. And through the methods of literature review and comparative analysis, this paper expounds the ideas and methods of environmental optimization, business model optimization and reconstruction of real estate brokerage industry. Based on the research background, significance, research status at home and abroad and research ideas and methods, this paper summarizes the development trend of the real estate brokerage industry. After that, this paper identify the existence of industry legislation is not perfect in this industry, practitioners mixed, business model monotonous and other industry pain points. This paper analyzes the development process and current situation of American industry. Based on the comparative analysis, after the comparison the situations of WJ company, which is the research object of this paper and HomeServices Group, which is one of the largest real estate brokerage companies in America, this paper found three problems of the WJ company. Firstly, large scale direct mode brings high cost, high market volatility risk. Secondly, the intermediary model, which is used in WJ company now is not conducive to improving the level of service and professional ability of employees. Thirdly, business types of poor vertical correlation led to a substantial increase in the efficiency of enterprises. Aiming at the above problems, in this paper, the main content of WJ company's business model and reconstruction include: Try to discuss the transition from the direct mode to the joining mode, the transition from the intermediary mode to the proxy mode, and try to get the premium income through the integration of vertical business support services. This paper analyzes and compares the difference between the direct business model and the mode of joining in the real estate brokerage institutions in the way of profit and the ability to resist risks; The use of intermediary and agency model in the requirements of practitioners and Industry Services in the actual business; The differences of WJ company as the representative of China's real estate brokerage agencies to use the horizontal distribution of the business structure and the HomeServices group as the representative of the U.S. real estate brokerage industry chain of the vertical distribution of the business structure. At the same time, this paper puts forward that WJ company needs to pay attention to the optimization of industry environment in the process of business model optimization and reconstruction, including improving the industry legislation, clear responsibility and rights of each role of the brokerage industry; promoting the qualification of employees, enhance the quality of employees and the threshold; transferring intermediate mode to agent mode transformation, so that employees can pay more attention to the quality of service. At the same time, WJ company need to pay attention to the compliance in the process of business model optimization and reconstruction, and strengthen the ability of the platform. In the process of the business model optimization and reconstruction of WJ company, this paper puts forward the following three aspects: the transformation of organizational structure, the introduction of new resources and capacity building, the establishment and adjustment of compensation system. WJ company will change its organization structure from focus of the of the cities as profit centers to professional companies to build the industry's ability. Also, WJ company want to introduce the financing and expansion of resources and capabilities and try to change the original high salary, low into the business model into no basic salary, high into the light asset model.
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