Analysis On The New Business Model Of Real Estate Agency Company

China's real estate brokerage industry is an important part of the real estate industry.Real estate brokerage plays an important role in improving market efficiency,reducing transaction costs,ensuring transaction security and safeguarding the legitimate rights and interests of clients.The rapid economic growth also led to the vigorous development of the real estate brokerage industry,and the real estate brokerage market gradually changed from chaos to order.At the same time,with the development of the Internet,China's traditional real estate intermediary industry has gradually moved from offline to online.In 2014,the golden era of China's real estate market came to an end.Lianjia the leader of China's second-hand housing intermediary,realized the industry crisis and began the transformation of its business model.It explored new ways to play the real estate intermediary market,launched the online intermediary service platform Lianjia.com.On April 23,2018,Beike.com was officially released,which completely broke the previous industry rules in the real estate agency industry.Beike.com broke the boundary between brands and stores,shared all housing information without distinction.In less than two years,Beike.com has grown into a unicorn company operating on the platform of real estate agency industry,with business covering more than 100 cities in China and a company valuation of about 14 billion us dollars.This paper based on business model theory,with Beike.com as the research object,through single case study method to analysis its business model,and summed up its existing problems and challenges.First of all,through consulting and summarize literature,concluded the definition of business model mainly involves the business architecture,operating model,value creation mode factors.Secondly,through the collection of primary and secondary data,a new business model analysis model is built on the basis of the previous research,and the reasons for the formation of Beike.com business model and specific content are analyzed.Finally,the paper analyzes the problems and risks faced by the shell house-hunting business model from the internal and external levels.The internal problems mainly include ACN cooperation obstacles,imperfect organizational structure and capital security.The external mainly lies in the risk of profit loss caused by "jumping orders" and the crowding out of external peers.These problems will be the core problems that will trouble the continuous growth and development of shell housing in the future.This paper is a supplement to the research on the new business model of real estate intermediary industry,hoping to play a role of reference and guidance to other enterprises or industries.