战略发展研宄是每个企业在发展过程中的必须做的工作,因为发展战略是每个公司

的行为指导思想。特别是企业随着社会环境的变化,战略的制定至关重要!房地产策划

营销代理行业作为一个新兴的行业,随着房地产整体市场的快速且稳健的发展。随着政

府进一步的宏观调控,特别是中小型房地产策划营销代理企业如何在此环境下生存、发

展,将成为该行业最为重要的一个课题。对房地产营销策划代理行业进行相关的战略发

展研宄十分有价值和意思!

本文通过深入的调研和大量资料、数据和信息的搜集、整理,从该企业行业所处的

外部环境入手,分析了云南省房地产市场的独特性,并迎合2010年云南省“桥头堡”战

略,给云南房地产市场带来了新一轮的发展机遇,对房地产营销策划代理企业的转变和

发展进行思考。进一步使用分析模型和工具从对企业的内外部环境进行综合全面的分

析,最后提出易事达集团公司的战略目标和战略目标实施措施,为战略发展作指引。

关键词:房地产代理,房地产营销策划,发展战略

EASTAR GROUP COMPANY DEVELOPMENT

STRATEGIC RESEARCH

ABSTRACT

The development strategic reseach is the important work for every developing company,

for the development strategy is the guiding ideological conduct for every company.

To draw up 汪 reasonable strategy is very important for a company in shifting social

environment. As a new industry, the Agency of Real Estate Marketing Consultant is growing

steady and fast with the market of Real Estate .Alone with the macro-regulation step further,

how to survive and grow well will become a important issue lay before the industry,

especially for the medium and small-sized company, so it become very valuable and

interesting question that to study the strategic development about the industry of the Agency

of Real Estate Marketing Consultant.

With collected and sorted out a great deal of material、 data and information, and with

in-depth investigate through with the out-environment of Eastar Marketing Consultant

Agency, analysed the resource of the Yunnan Real Estate market that bestowed with unique

advantages bestowed with unique advantages, and combine with the 2010 Yunnan Strategic

Bridgehead which have put on into the country strategy, indicated that there have a new

round development opportunity for Yunnan Real Estate market.Furthermore, through the

analysis of SWOT and PEST, apply the theory about corporate development strategy,

investigated the key factor involve in corporate development, then use of relevant theory and

theoretical model, analysed the environment of Eastar synthetically,evaluated the threats and

opportunity outside and the strength and weakness inside, put forward the strategy target of

Eastar in accordance with scientific theoretical system, and illustrated the key point in

implement process and the supporting measures, so that to direct the action of strategy to

carry out.

KEYWORDS : real estate agency, real estate marketing consultant, environment analysis,

development strategy