房地产行业在我国整体经济规模当中占据着举足轻重的地位，促进我国经济 发展和社会的稳定，自改革开放以来房地产经纪行业如雨后春笋般蓬勃发展， 2020年全国经营房地产经纪业务的企业数量为18.3万家，从业的人数已超过150 万。随着房地产业直销和代理销售业同质化发展趋势日益严重，该行业面临着更 为激烈的竞争。房地产行业中的电商平台、营销代理公司、连锁中介门店、甲方 自销团队等各种细分销售业务和渠道建设的公司不断涌现及演化，房地产业的竞 争不仅仅局限于行业间的竞争，更多体现在该行业及其营销渠道这条价值链之间 的竞争，因此HW房地产电商平台力图增强房地产业和营销渠道之间的链接， 利用信息平台的优势、大规模的双边市场份额来建立精准、高效和稳定的营销渠 道，实现面向全行业和全市场的房地产电商平台，以此形成HW企业的核心竞 争优势。 本文从利益共享及双边市场角度出发，对以电商平台为核心，各营销代理公 司，连锁中介门店等行业建立高效稳定的营销渠道，提升企业的竞争力进行了深 入的探讨。首先以HW公司为研究对象，从经纪行业发展历程、房地产电商平 台类型等角度分析该行业渠道建设背景及意义，并对相关理论进行综述；其次对 该行业发展概况、管理现状、渠道经营模式及HW公司发展概况、渠道现状、 市场占有率等情况做简单的介绍说明公司现存在问题，并结合波特五力模型对 HW企业竞争力进行分析；再次运用霍特林模型对HW公司做出假设并深入分析 进行验证，最终得出网络外部性、差异化服务或产品及价格弹性是影响企业竞争 的主要因素，在此基础上提出建设利益共享型营销渠道的实施方案及措施来提升 公司的渠道竞争力。 本文研究了房地产电商交易平台的营销渠道模式，对完善房地产渠道管理及 经纪市场的规范化起到了一定的现实意义。 关键字：营销渠道 双边市场 电子商务 利益共享 房地产经纪机构 Abstract Real estate industry in our country occupies a pivotal position in the economy as a whole scale, promoting China's economic development and social stability, have sprung up since reform and opening up the real estate brokerage industry booming, number of companies in 2020, the national real estate brokerage business is 18.3 m, the number of people employed more than 1.5 million. With the homogenization of direct selling and agent selling in real estate industry, the industry is facing more fierce competition. Electric business platform of the real estate industry, marketing agency, intermediary of chain stores, party a sales team and other various sales and channel segment of the construction of the company constantly emerging, and evolution, the real estate industry competition are not limited to the competition between industry, more and more embodied in the industry and the marketing channel competition between the value chain, thus HW electric business platform of real estate is trying to enhance the link between the real estate industry and the marketing channel, taking advantage of the information platform, massive bilateral market share to establish accurate, efficient and stable marketing channels, realize the industry and whole market oriented real estate electric business platform, In this way, the core competitive advantage of HW enterprise is formed. From the perspective of benefit sharing and bilateral market, this paper makes an in-depth discussion on the establishment of efficient and stable marketing channels for various marketing agencies, chain stores and other industries with e-commerce platforms as the core, so as to enhance the competitiveness of enterprises. Firstly, taking HW company as the research object, this paper analyzes the background and significance of channel construction in the brokerage industry from the perspectives of the development course of the brokerage industry and the types of real estate e-commerce platforms, and summarizes the relevant theories. Secondly, the development of the industry, the status quo of management, the channel business model and the development of HW company, the status quo of channels, market share and other situations to make a simple introduction to explain the company's existing problems, and combined with porter's five forces model to analyze the competitiveness of HW enterprises; Again using Hotelling model for HW company make assumptions and the thorough analysis, finally it is concluded that network externalities, differentiated service or product and the price elasticity is the main factors influencing the enterprise competition, based on this, advances the implementation of the marketing channel construction benefit sharing type scheme and measures to promote the competitiveness of the company's channel. This paper studies the marketing channel model of the real estate e-commerce trading platform, which plays a certain practical significance in improving the real estate channel management and the standardization of the brokerage market. Key words: Marketing channel；two-sided market；Benefit sharing；e-commerce； Real estate agency 目 录 第一章 绪论......... 1 1.1研究的背景和意义 ........................ 1 1.1.1 研究背景 ............................ 1 1.1.2 研究意义 ............................ 2 1.2相关概念的界定 ............................ 3 1.2.1 房地产营销渠道 ................ 3 1.2.2 双边市场 ............................ 3 1.2.3 电商平台 ............................ 4 1.2.4 利益共享 ............................ 4 1.3 国内外相关文献的综述 ............... 4 1.3.1 渠道营销 ............................ 4 1.3.2 双边市场 ............................ 6 1.3.3 利益共享 ............................ 8 1.4 研究思路和方法 ......................... 10 1.4.1 研究的思路和框架 .......... 10 1.4.2 研究的主要方法 .............. 11 1.4.3 本文的创新点与不足 ...... 12 第二章 国内房地产经纪行业发展概况 ......................... 13 2.1 国内房地产经纪行业发展阶段 . 13 2.2 房地产经纪行业市场现状 ......... 14 2.3 房地产经纪行业管理现状 ......... 17 2.3.1 房地产经纪行业法律、法规不完善 ............. 17 2.3.2 房地产经纪行业市场监督力量薄弱 ............. 17 2.3.3 房地产经纪行业准入机制不健全 ................. 17 2.3.4 房地产经纪行业人员素质参差不齐、缺乏专业知识 ................ 17 2.3.5 部分经纪行业机构规模小、管理能力较弱 . 18 2.4 房地产经纪行业渠道经营模式 . 18 2.4.1 特许加盟型 ...................... 18 2.4.2 直营连锁型 ...................... 19 2.4.3 独家经营型 ...................... 19 第三章 HW公司渠道现状及竞争对手分析 ................. 21 3.1 HW公司基本概况 ...................... 21 3.1.1 HW公司简介和发展历程 .............................. 21 3.1.2 HW公司业务组织架构 ... 23 3.2 HW郑州分公司渠道现状分析 .. 25 3.2.1 HW郑州市场经纪机构数量分析 .................. 25 3.2.2 HW郑州市场经纪机构占比分析 .................. 26 3.2.3 HW郑州市场经纪人学历占比分析 .............. 27 3.3 HW公司营销渠道问题分析 ...... 27 3.3.1 业务模式单一 .................. 28 3.3.2 无直营或加盟经纪门店 .. 28 3.3.3 结佣金流程复杂、政策不灵活 ..................... 28 3.3.4 房地产经纪市场的排他性 ............................. 29 3.3.5 内部冲突及管理能力较弱 ............................. 29 3.4 HW公司的主要竞争对手 .......... 30 3.4.1 二十一世纪不动产 .......... 30 3.4.2 链家地产 .......................... 30 3.4.3 我爱我家 .......................... 31 3.4.4 深圳云房（Q房网） ...... 31 3.4.5 世联行.............................. 31 3.4.6 房多多.............................. 32 3.5 HW公司营销渠道行业分析—五力模型 ................. 33 3.5.1 HW平台整合渠道的竞争能力 ...................... 33 3.5.2 潜在同行业进入的能力 .. 34 3.5.3 HW平台被替代的能力 ... 34 3.5.4 开发商企业的议价能力 .. 34 3.5.5 经纪机构的议价能力 ...... 35 第四章 HW公司双边市场及渠道建设分析 ................. 36 4.1 构建HW公司双边市场因素分析 ........................... 36 4.1.1 必要性分析 ...................... 36 4.1.2 实施条件分析 .................. 37 4.1.3 三个关键环节的建立 ...... 38 4.2 HW公司双边市场竞争模型分析 ............................. 39 4.2.1 相关参数设定 .................. 40 4.2.2 基本假设 .......................... 40 4.2.3 交易型平台模型构建与推导 ......................... 41 4.3 双边市场下渠道建设分析 ......... 44 4.3.1 以扩大双边用户规模为主 ............................. 44 4.3.2 对双边用户实行差别定价 ............................. 44 4.3.3 提高HW公司差异化水平 ............................ 45 第五章 HW公司渠道建设的对策及实施保障 ......