本文以房地产销售代理中介公司作为研究对象，通过商业计划书的形式，运用在研 究生期间学习的战略管理、营销管理、运营管理、人力资源管理和财务管理等方面的理 论，结合本人过去十年房地产营销工作经验，对房地产中介行业的发展进行了研究。通 过对广州佛山的房地产市场和房地产中介公司的调研，分析了市场的需求与发展规律， 找到切入市场的突破口。在此基础上撰写了 KK 房地产中介公司（以下简称 KK 公司） 的发展计划和方案。 本商业计划书首先通过 PEST、五力模型等理论工具对我国房地产中介行业内外部 环境进行分析，明确创业环境存在的优势和劣势；再通过市场调查数据剖析市场及竞争 对手的现状，发现市场存在的机遇和面临的问题；然后运用 SWOT、迈克尔波特竞争 战略等理论工具结合 STP 方法进行战略匹配分析，在此基础上确定了 KK 地产公司战 略目标及实施方案；并运用 4C 理论从顾客、成本、方便、沟通等方面详细的设计营销 组合策略；在人力资源管理上从人性出发，充分运用激励机制激发员工的积极性，在运 营管理上采用完善科学的管理体系；最后，本文通过综合各种财务指标做了较为全面的 投入产出分析，并对可能出现的风险做了较为充分的评估，提出了相应的防范应对措施， 论证了本项目不仅风险可控，而且是是可行的。 本商业计划书在客观、科学的基础上，结合创业团队的实际情况，按照商业计划书 的要求撰写，为创业梳理清晰的思路，为 KK 公司创立提供战略蓝图。对于指导 KK 公 司在佛山禅城区设立营业部，理顺管理架构以及有步骤地开展工作具有重要的现实意 义。 关键词，房地产中介；营销策略；商业计划书II ABSTRACT This paper is about the development of real estate agency, taking some sales estate companies as the research object. What’s more, It is shown as a business plan, with the theory of strategic management, marketing management, operation management, human resources management and financial management, combined with my own estate marketing experience over past ten years. Through the investigation on real estate product market and related property agencies, with an analysis of market’s demand and its developing law, to find a way into the market. On this basis, the development plan of KK real estate agency company (hereinafter referred to as KK company) were written. This business proposal fist analyzes the internal and external environment of China’s real estate intermediary industry, through theoretical tools such as PEST, five forces model， approving the advantages and disadvantages of the entrepreneurial environment; Then analyze the current situation of the market and competitors through marker survey data, and find the opportunities and problems existing in the market. After that, a strategic matching analysis is carried out by using theoretical tools, such as SWOT, Porter Competitive Strategy, along with STP marketing strategy. On which KK’s strategic objectives and implementation plans are established; Besides, the 4C theory is used to design marketing mix strategy from customer, cost, convenient, communication;In human resource management, we should fully respect human nature, and make good use of the incentive mechanism to motivate employees, and adopt scientific management system in operation management; At last, this paper makes a comprehensive input-output analysis by synthesizing various financial indicators. In addition, the possible risks were fully evaluated and the corresponding preventive measures are well put forward. It is proved that this project is not only controllable but also feasible. According to an objective and scientific basis, this proposal is written in line with the requirements of a business plan. It aims to provide clear ideas for a start-up and a strategic blueprint for the establishment of KK. It has important practical significance to guide KK to setup a business division in Chancheng, Foshan, straighten out the management structure and carry out the work step by step. Key words: Real estate agents ; marketing strategy; Business planIII 目 录 摘要...........................................................................................................................................I ABSTRACT...................................................................................................................................II 目 录.......................................................................................................................................III 图目录.....................................................................................................................................VII 表目录...................................................................................................................................VIII 第一章 绪论...............................................................................................................................1 1.1 研究背景和研究意义.....................................................................................................1 1.1.1 研究背景..................................................................................................................1 1.1.2 研究意义..................................................................................................................2 1.2 文献综述.........................................................................................................................2 1.2.1 创业管理..................................................................................................................2 1.2.2 战略管理..................................................................................................................3 1.2.3 商业模式..................................................................................................................4 1.3 研究内容、方法和技术路线.........................................................................................5 1.3.1 研究内容..................................................................................................................5 1.3.2 研究方法..................................................................................................................6 1.3.3 研究的技术路线......................................................................................................6 第二章 外部环境与市场需求分析.......................................................................................... 8 2.1 宏观环境分析.................................................................................................................8 2.1.1 国家政策对房地产中介行业的影响......................................................................8 2.1.2 经济环境对房地产中介行业的影响......................................................................9 2.1.3 社会文化环境对房地产中介行业的影响............................................................10 2.1.4 技术环境对房地产中介行业的影响....................................................................11 2.2 行业竞争环境分析.......................................................................................................12 2.2.1 行业发展趋势........................................................................................................12 2.2.2 行业竞争五力分析................................................................................................13IV 2.3 市场需求分析...............................................................................................................17 2.3.1 广州地区的市场需求分析.....................................................................................18 2.3.2 佛山房地产市场需求分析....................................................................................20 2.3.3 广佛房地产中介市场容量分析............................................................................24 2.4 本章小结.......................................................................................................................24 第三章 战略定位与目标市场选择........................................................................................ 25 3.1 SWOT 分析.....................................................................................................................25 3.2 战略规划..............................................