| In 1998, China’s urban housing welfare system was ended and started monetizing housing distribution system, as a result, the real estate market in our country, especially in the secondary market is developing very quickly. The real estate intermediary industry has entered into a rapid development stage, at the same time competition among real estate agents was becoming more and more fierce. By the end of 2014, China’s real estate intermediary was more than 50000, commission income was nearly 50 billion yuan and more than millions of workers. In the face of increasingly fierce market competition environment, the current real estate intermediary institutions have to face the problem is how to provide clients with quality services. Currently, in the secondary market of Nanchang, nanchang Zhonghuan real estate consultant co., LTD. (hereinafter referred to as the "Zhonghuan company") is the largest and has the most rapidly growing market shares in the real estate intermediary. Based on the development and growth of the region expand outward gradually, improve their level of service marketing constantly, this is the central strategic issues that the company’s long-term development need to solve.In this article, looking the related strategic management theory and its research methods as the foundation, in detail analyzes the Zhonghuan company internal environment, external environment and industry environment by using the SWOT analysis model, the PEST model and porter five models, and then summarizes Zhonghuan Company’s Strengths, Weaknesses, Opportunities and Threats. According to various internal and external environment condition, put up with a corresponding suitable different marketing strategy combination for the company. There are five respects:marketing, network construction, talent reserves, financial management and brand building. |
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