我国房地产代理行业经过近二十年的发展，已经逐步成为一个相当成熟的房地产服 务行业，积极的推动了房地产市场健康发展。从当前阶段上来看，房地产代理行业已经 走过了幼稚期，处在成长期，向成熟期迈进，这将引起行业内发展环境、竞争关系、市 场供需比等方面的巨大变化，对房地产代理行业经营提出了更高的要求和挑战。房地产 代理行业在这样一个关键的转折时期，要选择怎样的发展战略才能在未来激烈的市场竞 争中持续经营和发展就成为了一个重要的研究对象。本文就是基于这种基础，对Y房地 产代理公司的发展战略问题进行全面分析，结合公司内外部发展环境提出符合市场需求 的发展战略和保障措施。这不仅为Y房地产代理公司未来发展提供实用价值，还为其他 代理公司的战略研究与实施提供参考。 Y房地产代理公司是行业内领先的大型房地产集团，旗下包括新房营销代理、大数 据分析以及二手房经济交易平台三种主要业务。集团定位为通才型企业，业务范围覆盖 全产业链，经营区域布局全国，立志成为行业内的整合者和领导者。本文介绍了Y房地 产代理公司的外部环境，运用PEST模型分析了企业所处的政策环境、经济环境、社会 环境和技术环境；运用波特五力模型分析了企业所处的竞争关系，包括供应商议价能力、 买方议价能力、替代品、潜在进入者和现有竞争者。最后，运用SWOT分析工具，分别 介绍了企业内部优势和内部劣势，外部机遇和挑战，并战略匹配出SO、WO、ST、WO 四种发展战略。在以上分析的基础上，本文提出了Y房地产代理公司的总体发展战略， 认为企业应该进行区域和客户扩张，扩大业务版图，抢占市场份额；同时创新业务类型， 在保持公司营销代理业务地位的同时加大房地产上下游领域的发展，再利用公司雄厚的 资金支撑企业健康有序运营。针对总体发展战略，本文继而提出了创新经营模式、营销 管理和人力资源管理三大职能战略。最后，本文制定了发展战略的保障措施，通过加强 企业品牌、信息化建设，推进技术创新，积极实施战略联盟等方面促进总体发展战略的 落地实施。 关键词：房地产代理，PEST分析，SWOT分析，发展战略，职能战略 哈尔滨工程大学工商管理硕士学位论文 Abstract Afternearly20yearsofdevelopment,China'srealestateagencyindustryhasgradually becomearelativelyperfectrealestateserviceindustry,whichplaysanimportantrolein promotingthehealthydevelopmentofthemarket.Atpresent,therealestateagencyindustry hasgonethroughtheimmatureperiod,isinthegrowthperiod,andismovingtowardsthe matureperiod.Thiswillcausegreatchangesinthedevelopmentenvironment,marketsupply anddemand,competitionrelationsandotheraspectsoftheindustry,andputforwardhigher requirementsandchallengestotherealestateagencyindustry.Insuchacriticalturningperiod, howtomakestrategicchoicesfortherealestateagentindustrytosurviveanddevelopinthe fiercemarketcompetitioninthefuturehasbecomeanimportantresearchtopic.Basedonthis understanding,thispapermakesacomprehensiveanalysisofthedevelopmentstrategyofY realestateagencycompany,andputsforwardfeasibledevelopmentstrategiesandsafeguard measuresincombinationwiththeinternalandexternaldevelopmentenvironmentofthe company.ThisnotonlyprovidespracticalvalueforthefuturedevelopmentofYrealestate agencycompany,butalsoprovidesreferenceforthestrategicresearchandimplementationof otheragencycompanies. Yrealestateagentcompanyisaleadinglarge-scalerealestategroupintheindustry.Its threemainbusinessesincludenewhousemarketingagent,bigdataanalysisandsecond-hand houseeconomictradingplatform.Thegroupispositionedasageneralistenterprise,covering thewholeindustrialchain,operatinginanationwideregionallayout,aimingtobecomean integratorandleaderintheindustry.ThispaperintroducestheexternalenvironmentofYreal estateagencycompany,analyzesthetechnicalenvironment,economicenvironment,policy environmentandsocialenvironmentofthecompanybyPESTmodel,andanalyzesthe competitiverelationshipfacedbythecompanybyPorterfiveforcemodel,includingthe existingcompetitors,potentialentrants,substitutes,bargainingpowerofbuyersand bargainingpowerofsuppliers.ThroughSWOTtools,thispaintroducestheinternal advantagesanddisadvantages,externalopportunitiesandchallenges,andmatchesfour developmentstrategiesofso,wo,standwo.Onthebasisoftheaboveanalysis,thispaper putsforwardtheoveralldevelopmentstrategyofYrealestateagencycompany,andholdsthat theenterpriseshouldexpanditsareaandcustomers,expanditsbusinessterritory,andseize 哈尔滨工程大学工商管理硕士学位论文 themarketshare;atthesametime,itshouldinnovateitsbusinesstype,increasethe developmentoftheupstreamanddownstreamareasofrealestatewhilemaintainingits marketingagencybusinessstatus,andthenusethecompany'sabundantfundstosupportthe enterprise'shealthOrderlyoperation.Inviewoftheoveralldevelopmentstrategy,thispaper thenputsforwardthreemajorfunctionalstrategies:innovativebusinessmodel,marketing managementandhumanresourcemanagement.Finally,thispaperhasformulatedthe safeguardmeasuresofthedevelopmentstrategy,throughstrengtheningtheconstructionof enterprisebrandandinformationtechnology,promotingtechnologicalinnovation,and activelyimplementingstrategicalliancetopromotetheimplementationoftheoverall developmentstrategy. Keywords：Realestateagent,PESTanalysis,SWOTanalysis,developmentstrategy, functionalstrategy 哈尔滨工程大学工商管理硕士学位论文 目录 第1章绪论.....................................................................................................................1 1.1论文研究背景、目的及意义..............................................................................1 1.1.1论文研究背景............................................................................................1 1.1.2论文研究目的及意义................................................................................1 1.2国内外研究现状................................................................................................2 1.2.1国外研究现状............................................................................................2 1.2.2国内研究现状............................................................................................6 1.2.3国内外研究现状评述................................................................................9 1.3论文主要内容和研究方法..............................................................................10 1.3.1论文主要内容..........................................................................................10 1.3.2论文研究方法..........................................................................................12 1.4论文的创新之处................................................................................................12 第2章Y房地产代理公司发展现状与存在问题分析................................................14 2.1房地产代理业概述............................................................................................14 2.1.1房地产代理的内涵..................................................................................14 2.1.2房地产代理的经营模式..........................................................................14 2.2Y房地产代理公司简介......................................................................................15 2.3Y房地产代理公司发展现状分析......................................................................16 2.3.1Y房地产代理公司组织结构分析...........................................................17 2.3.2Y房地产代理公司人力资源分析...........................................................18 2.3.3Y房地产代理公司资本结构分析...........................................................18 2.3.4Y房地产代理公司经营内容分析...........................................................19 2.4Y房地产代理公司现有发展战略选择..............................................................20 2.5Y房地产代理公司发展中存在问题及原因分析..............................................21 2.5.1Y房地产代理公司发展中存在的问题...................................................21 2.5.2Y房地产代理公司发展中存在问题的原因分析...................................22 2.6本章小结.............................................................................................................23 第3章Y房地产代理公司外部发展环境分析及SWOT综合分析..............................24 3.1PEST宏观外部环境分析..................................................................................24 哈尔滨工程大学工商管理硕士学位论文 3.1.1政策环境.................................................................................