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MBA毕业论文_海SZ房地产经纪公司住房租赁业务发展策略研究PDF

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目前住房租赁业务已成为国内房地产经纪公司的支柱业务之一,表现为该业 务的营收和利润率相对较高,增长率保持在较高水平。为了在住房租赁业务领域 抢占市场机会,国内部分房地产经纪公司纷纷进行企业改革和制定了业务发展策 略,但是受传统房屋租赁业务经营理念和各种内外部因素影响,部分传统房地产 经纪公司制定的住房租赁业务发展策略缺乏创新性和针对性。 部分房地产经纪公司借助“租购并举”和“房地产供给侧”改革的大背景, 纷纷转变住房租赁业务发展模式,如链家、房天下、Q房网等新兴房地产经纪公 司,借助互联网科技的发展成果,大力发展互联网平台技术,扩大住房租赁的服 务范围和内容。这些新兴房地产经纪公司的发展模式,为其他传统房地产经纪公 司住房租赁业务的发展提供了新的发展思路和成功经验。 在此背景下,本文选取了珠海SZ房地产经纪公司作为研究对象,结合该公 司外部环境和内部环境,运用PEST和SWOT等方法,分析影响该公司住房租赁业 务发展的政治、经济、科技和社会等环境情况,以及该公司发展的优势、劣势、 机会和挑战,指出该公司需要对发展策略进行调整。在此基础上提出该公司住房 租赁业务发展过程中存在组织管理结构不合理、线上线下配合效率低、品牌竞争 力不突出、住房租赁业务培训效果较低、资金投入较低、住房租赁业务渠道缺乏 联动等问题,提出:珠海SZ房地产经纪公司在租赁业务发展新格局下保持竞争 优势,就需结合实际发展情况,对自身业务发展优势和外部环境就行科学分析, 从“无变化发展策略”调整为“差异化发展策略”,具体包括优化组织管理结构、 提升线上线下渠道联动和配合效率、扩大宣传和优化服务提升品牌核心竞争力、 优化住房租赁业务培训课程设计提升培训效果、修改预算、调整资金支出结构, 扶持住房租赁业务的发展等。此外,还进一步挖掘市场潜力、引进网络技术、丰 富服务产品满足客户差异化需求、持续开展渠道建设、构建客户生态圈、提升品 牌价值和加强人才培养等措施,以适应外部环境的发展需要,最终实现珠海SZ 房地产经纪公司住房租赁业务的持续发展。 关键词:房地产经纪公司;住房租赁业;策略研究 VII LIST OF ABBREVIATIONS ABS=Asset Backed Securitization AI=Artificial Intelligence BIM=Building information modeling B2B=Business-to-Business CEO=Chief Executive Officer CPO=Chief Purchasing Officer O2O=Online to Offline SWOT= Strengths Weaknesses Opportunities Threats PEST=Politics Economy Society Technology VIII CONTENTS 学位论文独创性声明 .......I 学位论文版权使用授权书 ..............................I DEED OF DECLARATION ...........................II ACKNOWLEDGEMENTS ...........................III ABSTRACT ....................IV 摘要 ..VI LIST OF ABBREVIATIONS ......................VII CONTENTS .................VIII 目录 ..............................XIII LIST OF TABLES ....XVIII 表目录 ..........................XIX LIST OF FIGURES .......XX 图目录 ..........................XXI Chapter 1 Introduction ......1 1.1 Research Background and Significance ............................1 1.2 Research Ideas and Content ...............3 1.2.1 Research Ideas .........................3 1.2.2 Research Methods ...................5 1.3 Main Innovations 6 Chapter 2 Literature Review ............................7 2.1 Definition of Housing Leasing Business ...........................7 2.1.1 Content of Housing Leasing Business ...................7 2.1.2 Features of Housing Leasing Business ..................8 2.1.3 Development of Housing Leasing Business ..........9 2.2 Literature Review on Housing Leasing Business of Real Estate Brokerage CompaniesCurrent Status .......................11 2.2.1 Research Status Abroad ........11 IX 2.2.2 Research Status at Home .......12 2.2.3 Remarks on Literatures .........14 2.3Related Theories .15 2. 3. 1 Business Strategy Theories .15 2. 3. 2 Competitiveness Theory ......16 Chapter 3 The development of the housing leasing business of Zhuhai SZ Real Estate Brokerage Company ........18 3.1 Introduction to Zhuhai SZ Real Estate Brokerage Company .........................18 3.2 Overview of the Development of Zhuhai SZ Real Estate Brokerage Company ..18 3.3 Survey on the Housing Leasing Business of Zhuhai SZ Real Estate Brokerage Company 19 3.3.1 Investigation Data and Brief Analysis .................19 3.3.2 Survey on Organization and Management ...........22 3.3.3 Survey on Brand Competitiveness .......................24 3.3.4 Survey on Housing Rental Business Training .....25 3.3.5 Survey on Capital Investment in Leasing Business ............................26 3.3.6 Survey on Coordination among Housing Leasing Business Channels .........................27 3.4 Issues and Reasons Analysison Zhuhai SZ Real Estate Brokerage Company's Housing Leasing Business Development ..............................28 3.4.1 Unclear powers and responsibilities, multi-management ...................28 3.4.2 Unclear target customer group division and single development model .........................29 3.4.3 Course design failing to meet the needs of employees .......................30 3.4.4 Low return on investment .....31 3.4.5 Lack of interaction mechanism and failure of normalization of information exchange .....................32 Chapter 4 Analysis of Internal and External Environment ...........34 X 4.1 Analysis of External Environment for Housing Leasing Business Development of the Company ...............34 4.1.1 Political Environment ............34 4.1.2 Economic Environment .........36 4.1.3 Technology Environment ......40 4.1.4 Social Environment ...............41 4.2 Analysis of Internal Resources for Housing Leasing Business Development of the Company .......43 4.2.1 SWOT Analysis ....................43 4.2.2 Strength Analysis(S) .............43 4.2.3 Weakness Analysis(W) .........46 4.2.4 Opportunity Analysis(O) .......47 4.2.5 Threat Analysis(T) ................48 4.2.6SWOT Analysis Summary of Housing Leasing Business ...................48 Chapter 5 Housing Leasing Business Development Strategy Selection ......................50 5.1 The Housing Leasing Business Development Strategy Portfolio ..................50 5.1.1 Strength+Opportunity(S+O) ...........................50 5.1.2 Weakness+Opportunity(W+O) .......................50 5.1.3Strength+Threat(S+T) .......50 5.1.4Weakness+Threat(W+T) ..51 5.2 Current Development Strategy Selection of Zhuhai SZ Real Estate Brokerage Company .................52 5.2.1 The Current Development Strategy of Zhuhai SZ Real Estate Brokerage Company .......................52 5.2.2 Development Strategy Selection of Zhuhai SZ Real Estate Brokerage Company .........52 Chapter 6 Development Strategy of the Housing Leasing Business ............................53 6.1 Positioning of Development Strategy .............................53 XI 6.2 Development Target .........................56 6.3 Differential Development Strategy for Housing Leasing Business ...............57 6.3.1 Optimize the organization and management structure and increase the frequency of channel interaction ....57 6.3.2 Expand publicity and optimize services to enhance the core brand competitiveness ..............................59 6.3.3 Optimize the design of training courses for housing leasing business and improve training effects ...........61 6.3.4 Revise the budget, adjust the structure of capital expenditures, and support the development of housing leasing business ..61 Chapter 7 Implementation Guarantee and Effectiveness Test Index of the Differential Development Strategy of Housing Rental Business .....................62 7.1 Implementation of Differentiated Development Strategies for Housing Leasing Business .....62 7.1.1 Effectively Use Customer Life Scenarios to Develop Service Products .........................62 7.1.2 Customer Segmentation ........63 7.1.3 Continuously Innovate Service Product ...............64 7.1.4 Improve Construction of Housing Leasing Business Ecosystem .......65 7.1.5 Continuously Expand Business Channels ............65 7.1.6 Speed Up Training Professional Personnel ..........67 7.2 Guarantee measures for Development Strategy of Housing Leasing Business ..68 7.2.1 Organizational Guarantee ......68 7.2.2 Technical Guarantee ..............69 7.2.3 Risk Management Guarantee 69 7.3 New Strategy Effect Test Indicators 69 7.3.1 Goals of the New Strategies ..69 7.3.2 Test Indicators for Scale Growth Eff