贝壳找房有限公司发展战略研究 针对贝壳找房有限公司的发展状况以及所面临的情况为主要研究目的，利 用战略管理的知识体系来给贝壳找房有限公 司进行详细的分析并制定出科学合 理的发展战略。在对贝壳找房有限公司的发展战略研究之前，首先对贝壳找房 有限公司所处于的互联网地产经纪行业进行了分析，互联网的发 展正在改变传 统的营销模式，这使得越来越多的房产中介不再局限于线下的楼盘销售，而是 开始转移到了线上发展，面对行业巨大的利益空间，大量的经营者涌入行业， 但由于 我国的房地产中介行业起步较晚，行业的整体发展水平仍然较低，并且 在没有行业规范和标准的制约下，导致了我国房地产中介行业乱象丛生，贝壳 找房需要在行业的大背景下 来面对各种挑战并在适应变化的同时发现机遇。同 时也要更为清晰的认识到企业自身的发展现状，由此对企业发展的现状以及存 在的问题和原因进行了进一步的分析，从而为制 定出更精准的解决方案并为战 略的制定打下基础。 在对我国目前房地产中介行业的整体发展状况进行分析的基础上，紧接着 对其发展战略的环境进行了深入分析与研究。贝壳找 房的生存与发展必定要受 到其环境的影响和制约，因此对贝壳找房的外部环境以及内部环境进行了主要 的分析，并运用了不同的分析工具，例如，利用PEST分析工具对行业的外 部环 境中的政治、政策环境、经济环境、社会人文环境以及技术环境进行了分析， 并利用波特五力模型对房地产中介行业的竞争情况进行研究，在对来自五方面 不同的力量进行 分析和研究的同时，通过关键因素的分析来对贝壳找房有限公 司的内部关键资源和能力进行判定。最终，对贝壳找房有限公司的内外部环境 进行综合的分析与研究，以得出贝壳 找房有限公司内部的主要优势和劣势以及 所面临的外部机会与威胁。 II 在对贝壳找房有限公司的发展战略环境进行了系统的分析之后，根据战略 管理理论知识体系同时结合贝 壳找房有限公司的企业使命和愿景等战略方向、 目标和其内部资源及能力来对贝壳找房有限公司未来3到5年制定出科学的发 展战略，同时对贝壳找房有限公司在发展战略的有效 实施落地制定出保障实施 方案。立足于对贝壳找房有限公司的发展战略和运营模式等方面的研究，为我 国房地产中介行业的发展提供一个可借鉴的发展模式，从而为促进我国房 地产 中介行业健康的生态环境起到积极的作用。 关键词： 发展战略, 房产中介, 核心竞争力, 环境分析 III Abstract Research on Development Strategy of Bei Ke Real Estate Agency Company The main purpose of this paper is to analyst the current status and situation of Bei Ke company amply and to generate a practical and reasonable development strategy for Bei Ke company by adopting systematic strategy management knowledge. Before studying on development strategy of Bei Ke company, this paper firstly has had a research on the Internet real estate brokerage industry, and found that the development of the Internet is changing the traditional marketing model, which makes more and more real estate agents are no longer limited to the offline real estate sales, but began to shift to online development. While in the face of huge profits in this field, a large number of new comers entered into the industry. Since real estate intermediary industry in our country started relatively late and the whole industry development is still in low level, it is easily to lead the Chinese real estate intermediary industry to a mess without an unique industry norms and standards. It is challengeable for Bei Ke company to seize the opportunity in such serious circumstance. At the same time, it is necessary to have a clearer understanding of the enterprise's own development status. Therefore, only through detailed analysis of the enterprise's development status, existing problems and the real reason, will Bei Ke company formulate an more accurate solutions and strategies. Based on the analysis of the overall development of the real estate intermediary industry in China, this paper makes an in-depth analysis and research on the environment related to its own. owing to the survival and development of Bei Ke company is strongly influenced by the real environment situation and restriction, so that it is necessary to analyst its external environment and internal environment by using different analytical tools. For example: using PEST analytical tool to analyze the external environment including political and policy environment、economic IV environment、 social and cultural environment and technical environment; and using the Five-Force models to analyze the competition situation brought by five different aspects in real estate intermediary industry; and using the key factors models to determine the key internal resources and capabilities of Bei Ke company. After throughout and comprehensive analysis and research on the internal and external environment of Bei Ke company, it is logically to obtain the main advantages and disadvantages of Bei Ke company as well as the external opportunities and threats it faces. With reference of detailed analysis of environments of development strategy for Bei Ke company, it is necessary to adopt the theory of strategic management knowledge system and to combine with Bei Ke company’s mission and vision of together with its internal resources and ability in order to formulate the next three to five years’ scientific development strategy. Meanwhile, it is right time to generate the effective implementation method to guarantee the development strategy can be fully deployed. Based on the research on the development strategy and operation mode of Bei Ke company, this paper provides a referential development mode for the development of China's real estate intermediary industry, and thus plays a positive role in promoting the healthy ecological environment of China's real estate intermediary industry.。。。。。。以下内容略