A Research For The Development Strategy Of A Real Estate Sales Agency

The industry of real estate agency has become one of the key sections in the real estate's industry chain for its past 20 years' development. With the continuous advance of real estate exploitation's scale, standard and ability, the real estate agency has rapidly expanded as well, stepping from the service mode of only single project to the well-developed real estate agency of trans-area, multi-projects and whole process'management, which mainly focuses on the core businesses in marketing research, products targeting, marketing strategy, advertisement planning, sales execution and so on, promoting the idea of "limit production to market ability" and "Customer-oriented" in this industry. However, some problems lying in the industry of real estate agency also results in its disorderly competition and the bottleneck of development, such as relatively low standards for employment and technique, higher talents reliance and single business mode. Besides, a series of adjustment and control policies in real estate industry will also affect its development as a whole, and then real estate agency industry in the following. In order to elevate the development's efficiency and quality, the real estate developers have required the suppliers to provide the integration service of the industry chain, with pressure release in the choosing difficulties and management cost for them.Facing a series of problems and requirements from market, customers and themselves, Real estates agents needs to research and plan the future deeply to satisfy demands from all sides. Based on the above understanding, this thesis takes A company as an example to do a comprehensive in-depth study of A company's development strategy. My research will make clear A company's strategic direction, goals and initiatives in the future, in order to provide information and reference for the development of real estate industry.Firstly this paper describes enterprise-related strategic, business-related management theories. Then my article analyses macroeconomic policy, economy, society, technological environment, competitive situation and trend that A company facing to find opportunities and threats for A company. On the base of a comprehensive research and interviews of A company's high-level, my thesis analyzes operating status, resources and problems of A company from multi-angles, and sums up A company's internal strengths and weaknesses. Then through the comprehensive analysis of A company, this paper determines A company's corporate vision and development objectives, designs a industry chain which makes marketing agency as a core business, including consulting, management, cooperation and resources. This integration service is a new business, not only realizing optimization of the enterprise business structure and enrich the payoff models, but also being in line with market trends and service needs of real estates enterprises. Finally, my thesis frames a phased strategy to develop the appropriate upgrade path to achieve A company's vision to become a diversified investor, a professional integrator and an operator in the real estate circulation.In my article I use comparative analysis, PEST analysis, Five Forces Model, ECIRM strategic models and SWOT analysis to do the research. I also combine qualitative and quantitative methods in my work.