山东中原物业顾问有限公司竞争战略研究-工商管理专业论文.docxVIP

山东大学硕士学位论文摘要 山东大学硕士学位论文 摘要 随着房地产业日益呈现现代化大规模生产的格局，房地产领域内的市场分工 细化势在必行。在房地产市场日益走向规范的今天，实行产销分离不仅是营销角 色的更换，更反映了中国房地产业从粗放型向集约型的实质性转变。房地产开发 与销售的分工将使中国的房地产经营步入良性循环，开发商集中精力搞好项目建 设，销售代理企业进行营销，两者优势互补，合理分工，不但能为开发商和代理 商带来可观回报，也使市场进入～个有序状态。 山东中原物业顾问有限公司(文中简称为山东中原公司)是一家外商独资的 房地产营销代理企业，是集市场研究、项目咨询、策划销售等服务为一体的专业 地产代理公司，因缺乏对竞争战略研究的重视而存在许多问题，使其在2002年进 入山东市场后的几年里，在与同行业对手的竞争中处于劣势地位，业务发展缓慢。 本文运用竞争战略和资源基础等理论，通过分析山东中原公司的战略环境， 全面认识公司所面临的机会和威胁，同时，在分析山东中原公司竞争优势和劣势 的基础上，对山东中原公司竞争战略的选择、实施以及保障等方面内容进行了深 入的研究。 研究发现，我国房地产代理行业有着良好的发展前景。山东中原公司如果能 以提供综合性、专业化服务为出发点，以优化服务品牌形象为目标来建立起自身 的独特性(差异化)，逐步在客户心目中树立起品牌形象，将会有更加美好的发 展前景。 关键词：房地产代理价值链竞争战略差异化 山东大学硕士学位论文ABSTRACT 山东大学硕士学位论文 ABSTRACT Along with the big-scale modernization production of real estate industry，the market refine and specialization in this area is inevitable．Wi血the real estate market moll and more regulary,the separation of production and sales not only means the change of selling part．but also reflects the substantial transaction from wide mode to intensive mode of the Chinese real estate industry．111e specialization of the exploitation and the distribution of the real estate will make the Chinese real estate industry run in good circle．The exploiter Can pay attention to the project construction， while the agent salesman is in charge of selling．Using the advantage and the reasonable specialization of the two，it carl bring them quite good return and also lead the market rtmning more regularly． Shandong Centaline Property Consultants Limited Company is a foreign own-financed real estate selling agent company,which is a professional real estate selling agent company offering many services such market research，project consultation and selling planning．Due to the unscientific selection of its competition strategy,the company has been in awkward situation in the competition with its craft brothers during lasting several years after its entrance in 2002．And its business develops slowly． Using competition strategy and resource foundation theory,