试析新域美林房产置业公司特许经营体系的构建正文发送版.doc

摘要 随着我国住房政策的改革，房地产中介行业得到了快速发展。在加入场叮O之后，外资房地产中介机构进入我国，带来了特许经营这一运营模式，也改变了我国房地产中介行亚的竞争格局。新域美林置换公司作为一家从事房地产中介服务的企业，如何通过特许经营整合现有资源，实现低成本规模扩张，进一步提高市场份额是本文探索的问题。首先，本文介绍了特许经营的概念、理论基础以及国内外特许经营的发展趋势，概括了我国及房地产中介行业的发展现状和趋势。其次，在阐述新域美林置换公司企业的概况，分析企业内部资源条件的基础上，找出企业发展过程中的成功之处与存在的问题，提出新域美林置换公司通过开展特许经营要解决的问题.然后，在定量分析的基础上，运用PEST分析法、波特的五种竞争力模型以及确定影响行业成功的关键因素，研究了新域美林置换公司开展特许经营的外部环境。 关键词：新域美林，房产置业，特许经营，体系构建，研究； Abstract Chinas housing reform policy, the real estate industry has been rapid development. In addition the admission. After O, foreign real estate intermediary to enter our country, brought the franchise this operation mode, also changed our country real estate intermediary line of competition pattern. Qingdao green housing replacement company as a company engaged in real estate intermediary service enterprises, through the franchise to integrate existing resources, realize low cost expansion, further improve the market share is the exploration of the problem. First of all, this paper introduces the concept of franchising, theoretical foundation and domestic and international franchise development trend in China is summarized, and the Qingdao City real estate industry development status and trends. Secondly, the Qingdao green housing replacement company profiles, the analysis of internal resource condition in the process of enterprise development, find out the successes and problems, put forward Qingdao green housing replacement companies through the development of franchising to solve the problem. Then, on the basis of quantitative analysis, the use of PEST analysis, Potter s five models of competitive power and to determine the influence of industry key success factors, on the Qingdao green housing replacement company concessionary management external environment. Key words: the new domain of Merrill Lynch, real estate property, franchise, system construction, research; 目录 摘要 1 Abstract 1 目录 2 1、绪论 3 1．1 研究的背景 3 1．2 研究的目的和意义 3 2、相关理论概述 4 2．1 特许经营的概念、特征 4 2.1.1特许经营的概念 4 2.1.2特许经