此时，中国房地产中介作为房地产行业发展的顾问服务机构，与房地产市场的发展
同步，逐渐显现它们在整个房地产行业中不可或缺的地位，得到快速的发展。但与
欧美及亚洲部分国家和地区的同行业相比，中国的房地产中介行业相对起步较晚，
行业规律和行业特点是在不断地摸索发展过程中不断的总结，为中国房地产中介行
业结合自身特点、充分发挥提供了条件。同时，有很多发达国家和地区的成熟经验
可以借鉴，这些条件不同程度上为中国房地产中介行业的高速发展奠定了基础。
本文以战略管理的相关理论及研究方法为基础，通过运用 PEST 模型、波特五力
模型、SWOT 分析模型等方法，对秦皇岛兴龙置家房地产经纪有限公司所处的外部
环境、内部环境、行业环境进行分析。得出兴龙置家公司优势、劣势、机会和威胁。
制定了在各种不同内外部环境条件下，适用于该公司的不同营销战略组合。通过分
析，制定了适合该公司的总体发展战略、战略使命及具体实施的战略阶段和步骤，
运用市场营销的 4P 营销策略理论，制定了确保该公司发展战略得以实施营销策略组
合。
最后，本文从兴龙置家公司营销系统建设、人力资源体系建设、电子商务平台
建设、品牌建设、财务建设等五个方面，提出了确保公司发展战略得以实施的保障
措施。
关键词：兴龙置家；房地产中介；PEST 模型；波特五力模型；SWOT 分析模型；总
体发展战略；保障措施Abstract
With the process of China's reform and opening up, the era of the planned economy
of the urban housing system replaced the socialist market mechanism.With the
development of socialist market economy, the end of monetary housing distribution
system implementation and welfare housing system, The real estate industry has gradually
become the foundation of the national economy and advance oriented industry, have
hitherto unknown development. At this time, the Chinese real estate intermediary advisory
services for the development of the real estate industry, development and real estate
market synchronization, gradually they are indispensable in the whole real estate
industry's position, has obtained the fast development. But compared with the same
industry in Europe and some Asian countries and regions, China's real estate intermediary
industry starts relatively late, industry rules and the characteristics of the industry is
constantly sum up to explore the process of its development, China's real estate
intermediary industry with its own characteristics, and give full play to provide conditions.
At the same time, have mature experience of many developed countries and regions for
reference, these conditions laid the foundation of different extent for the rapid
development of China's real estate intermediary industry.
In this article, through the analysis of domestic and foreign real estate intermediary
industry in developed countries, summarizes successful experience of other countries for
reference, to find the problems and deficiencies of our country's real estate agent. In
strategic management and marketing of the theoretical basis of relevant theories and
research methods ,by using the PEST model ,Potter's five forces model, SWOT analysis
model to analysis the external environment, internal environment, industry environment of
the Qinhuangdao xinglong home real estate brokerage Co., Ltd. Summarized the Strengths,
Weaknesses, Opportunities and Threats of the Qinhuangdao xinglong home real estate
brokerage Co., Ltd.Seting in a variety of different strategic combination of internal and
external environment conditions, which is suitable for the Qinhuangdao xinglong home
real estate brokerage Co., Ltd. Through the analysis, formulates the overall development
strategy, strategic mission and specific implementation of the strategic stages and steps for
the Qinhuangdao xinglong home real estate brokerage Co., Ltd. Using the basis of the
theory of marketing 4ps marketing strategy, summarized the combination of marketing
strategies and Safeguard measures, which to ensure the Development strategy of the
Qinhuangdao xinglong home real estate brokerage Co., Ltd. can be implementing.
Finally, the article from five respects of Qinhuangdao xinglong home real estate
brokerage Co., Ltd, which are marketing system construction, human resources system
construction, e-commerce platform construction，brand building and finance building, put
forward the guarantee measures for the implementation of the development strategy of the
company.
Key words: Xing long zhi jia; real estate agent; PEST model; Potter's five forces model ;
SWOT analysis model; the general development strategy; measure of
safeguard
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