Research On Franchising Of Qingdao Real Estate Brokerage Co.,LTD.

With the reform of housing policy in our country, the real estate intermediary industry has developed rapidly. After the entry into WTO, foreign real estate intermediary corporations went into China with the franchising operation mode, and changed the competitive pattern of the real estate intermediary industry in our country. Qingdao Real Estate Brokerage Co., Ltd is one of service enterprises in real estate intermediary industry. How to integrate the present resources to fulfill scale expansion with low cost and raise the market share through franchising is the key problem that the paper hopes to research.First, the paper explains the franchising concept and theory, the development trend of franchising from the home and abroad, and summarizes the development situation and trend of the real estate intermediary industry in China and Qingdao. Second, on the basis of description the general situation of Qingdao Real Estate Brokerage Co., Ltd. and the enterprise's internal resources, the paper points out the successful points and problems in the enterprise development progress, puts forward the problems which the Qingdao Real Estate Brokerage Co., Ltd hopes to resolve through franchising. Third, on the basis of quantitative analysis, using the PEST analysis approach, Five Competitive Force model and selected key points influencing the enterprise's success, the paper researches on the external environment of Qingdao Real Estate Brokerage Co., Ltd for franchising. Then with the Inter Factor Evaluation Matrix and the External Factor Evaluation Matrix, the paper evaluates the strengths and weaknesses, opportunities and threats, establishes the SWOT analysis table, and makes clear the franchising competitive strengths of Qingdao Real Estate Brokerage Co., Ltd. And then, learnt on the experiences of the real estate intermediary industry in USA and Taiwan, analysis the differences and common places of the operation mode between Qingdao Real Estate Brokerage Co., Ltd and Century 21 Real Estate, the paper demonstrates the basis for selection the franchising of Qingdao Real Estate Brokerage Co., Ltd that has the conditions for franchising. Last, to ensure the franchising applied successfully, the paper constructs the franchising system and takes measures from three parts of management, sales and technology system.