A Study On Differentiation Of Real Estate Brokerage

Over the past ten years, China has witnessed a sharp increase in economic development, accompanied by the improvement of living standard. Consequently, it has posed a favorable environment for China's real estate development. With the booming real estate market, the initiation and acceleration of the secondary residential market have become reality. In big and medium cities of China, the scale of the secondary residential market is expected to exceed the market of commodity houses in a short term. It can be said that the pulse of the future real estate market could be within the grasp of the real estate brokers all over different cities.Under such circumstances, it is significant that the development law of China's real estate brokerage be carefully studied, and the growth strategy and innovation of enterprises within the real estate brokerage as individual case be discussed. By this, it can be used as reference to the actual operation of organizations'business processes. On the other hand, the generalization is also conducive to the real estate industry.This paper, through an in-depth study of a branch store under the league"Century 21 China Real Estate"is in an attempt to analyze the internal and external business environment with the management theories such as"Five forces framework","SWOT"etc. Finally it can be concluded that it is necessary to take"a path of differentiation"for organization development in the real estate brokerage. Meanwhile, based on Value Formula and systematic analysis of customers'needs, the paper also makes specific recommendations in four different aspects: products, services, channels and corporate image differentiations. In addition, taking customers'perspective as basis, the paper creatively proposes that the essence of product differentiation actually lies in the capacity of brokers'thorough understanding of the house resources. Through the differentiation study in real estate brokerage industry, a fully operational, proactive option in improving the level of marketing and innovation is presented.