成都房地产历经近20年发展,依然处于不成熟的市场发展阶段,而房地产营

销代理行业作为新兴的技术咨询服务行业,也面临极为激烈的竞争与挑战。市场

占有率偏小,营销模式趋同,核心竞争力不突出,产品研发能力有限,营销模式

单一且缺乏标准化……这些都不同程度地影响和制约了企业的发展。

本文研究的主要内容是:从成都房地产行业的发展概况和特点、成都房地产

行业结构调整带来的挑战与机遇、成都房地产营销代理业的发展概况及现状、全

程营销模式创新的目的和意义等方面对S公司的外部环境进行了全面分析;进一

步探讨了价值链理论、房地产开发价值链理论,借此分析如何整合全程营销价值

链。随后阐述了 S公司的概况并构建了公司的全程营销价值链;再次主要分析了

当前公司全程营销代理模式的设计和实施并且予以评估,在此基础上重点提出对

公司的全程营销模式优化研究;最后总结本文研究内容及前景展望。

本文试图以房地产全程营销代理模式为研究对象,结合本人长期从事的房地

产营销企业管理运作实践,综合分析并构建在房地产营销价值链关键环节把控中

的增值服务体系,为成都中小房地产企业成功开发并取得项目竞争优势提供一定

理论参考,同时更为本公司在当前阶段立足价值链进行营销模式的创新建立方面

作出总结归纳,以期完成对本公司主营业务的核心竞争力的塑造保持提出有指导

性意义的理论参考。

关键词:房地产营销代理,全程营销,价值链,S公司

ABSTRACT

Real estate in Chengdu still locates at immature market development stage despite

development of almost 20 years. On the other hand, real estate sales agent industry, as a

new technical advisory service industry, also faces severe competitions and challenges.

Many factors effect and restrict development of the industry, like small market share,

same marketing mode,unexceptional core competence,limited product development

capability, single and non-standard sale marketing mode etc.

Main contents of this paper are: First, based on developing situation and features of

real estate in Chengdu,challenges and opportunities brought by industrial structure

adjustment of real estate in Chengdu,developing situation and status of real estate sales

agent industry in Chengdu, and objective and meaning of creation of full marketing

mode, carry on a comprehensive analysis on external environment of S corporation;

second, discuss value chain theory and value chain theory of real estate development,

thus analysis the method to connect the value chain of full marketing; third, state

general situation of the S corporation and composing value chain of full marketing of

this corporation; then mainly analysis and evaluate design and implement of the full

marketing agent mode of the corporation at present,and in this foundation, investigate

how to optimize the full marketing mode; at last,summarize the contents and propose

prospects.

This article attempts to take the real estate full marketing agent mode as the object

of study,combine real estate marketing business management operation practice which

myself am engaged in for a long time,comprehensively analysis and construct

value-added service system controlled by Key link in the real estate marketing value

chain, so that we can provide necessary theory reference for minor real estate

enterprises to develop successfully and obtain project competitive advantages,

meanwhile summarize creation of the marketing mode based on value chain in the

current stage, finish to model core competition of the corporation by the time and

propose guiding theory reference.

Keywords: real estate marketing agent,fall marketing, value chain, S Corporation

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