【作者】 陈颖；

【导师】 曾萍；

【作者基本信息】 华南理工大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 改革开放以来,房地产行业得到了长足发展,牵动着70多个相关行业,房地产代理行业也因此受益。随着一系列“房住不炒”的政策出台,市场趋向平稳健康的发展,房地产商利润压缩,对代理公司的冲击也随之而来。本文研究对象为YFC房地产代理公司,自2004年在东莞成立,一直从事房地产营销代理相关业务。虽为东莞本土靠前的代理公司,但正面临激烈的市场竞争和生存压力,此文对其竞争战略进行分析研究。首先,从外部环境进行分析,可以看出行业呈现集中化的发展格局,尽管市场需求够大,但从供应商到消费者的需求都在发生剧烈变化。从产业链的角度对行业进行分析,发现行业的边界感逐渐模糊,行业竞争结构呈现异常激烈的局面,竞争态势不容小觑。通过对行业不同经营模式的优劣势进行分析,梳理出行业内企业成功的关键要素,最终总结出外部环境对YFC公司带来的机会与威胁。其次,通过对YFC公司内部资源和能力的分析,利用价值链模型对YFC公司各个关键流程和环节进行分析,可以看出YFC公司的核心专长体现在营销、服务、管理能力几个方面。但面临残酷的竞争市场,长期来看项目拓展环节难度大,企业组织架构设置繁杂,管理效益不高,人力资源关键人才的激励未形成有效方案,管理工具严重落后,标准化体系需要进一步建设,这些问题YFC公司必须正视并提出有效的解决方案。再次,运用SWOT分析工具,认为YFC公司应该采用变革型战略,结合定位战略理论得出YFC公司应采取差异化战略。通过项目拓展、项目操盘、营销和服务上做差异化,继续提升营销技术能力,回归客户需求,不断获取行业最大市场份额,最终构建YFC公司的差异化的竞争优势。最后,从差异化战略实施角度出发,提出六点保障措施:调整优化组织架构、完善关键人才激励、打造信息化管理平台、构建CRM系统、建设数据管理系统、强化标准化体系建设,持续加强技术研发的投入,倡导结果导向的企业文化,以构建竞争优势,最终保障公司战略的实施和战略目标的达成。更多还原

【Abstract】 Since the reform and opening up,the real estate industry has developed by leaps and bounds,affecting more than 70 related industries,and the real estate agency industry has also benefited from this.With the introduction of a series of "housing not speculation" policies,the market tends to stable and healthy development,real estate companies profit compression,the impact on the agency company also followed.The research object of this paper is YFC Real Estate Agency Company,which has been engaged in real estate marketing agency related business since it was established in Dongguan in 2004.Although it is a leading agent company in Dongguan,it is facing fierce market competition and survival pressure.This paper analyzes and studies its competitive strategy.First of all,from the analysis of the external environment,it can be seen that the industry presents a centralized development pattern.Although the market demand is large enough,the demand from suppliers and consumers is changing dramatically.Analyzed the industry from the perspective of the industry chain,it is found that the sense of boundary of the industry is gradually blurred,the competition structure of the industry presents an extremely fierce situation,and the competition situation can not be underestimated.Through the analysis of the advantages and disadvantages of different business models in the industry,the key factors for the success of enterprises in the travel industry are sorted out,and finally the opportunities and threats brought by the external environment to YFC are summarized.Secondly,through the analysis of YFC’s internal resources and capabilities and the use of the value chain model to analyze the key processes and links of YFC,it can be seen that the core expertise of YFC is reflected in marketing,service and management capabilities.But facing the fierce competition market,in the long term project development difficult to link,enterprise organization structure set up multifarious,management efficiency is not high,the human resources incentive is not an effective scheme of key talent,management tools serious backward,standardization system needs further construction,YFC company must face these problems and effective solutions are put forward.Thirdly,the SWOT analysis tool is used to conclude that YFC company should adopt transformational strategy,and YFC company should adopt differentiation strategy combined with the positioning strategy theory.Through project development,project operation,marketing and service differentiation,continue to improve marketing technology capabilities,return to customer needs,and constantly obtain the largest market share in the industry,and finally build differentiated competitive advantages of YFC.Finally,from the perspective of the implementation of differentiation strategy,six safeguard measures are proposed: Adjusting and optimizing organization structure,improve the key talent incentive,build information management platform,to build the CRM customer data management system,construction system,strengthening the standardization system construction,continue to strengthen technology research and development,advocate the result oriented corporate culture,to build competitive advantage,and ultimately ensure the implementation of the strategy of the company and the achievement of strategic goals.更多还原