A Research Of Guangzhou Real Estate Marketing Agency Industry Function Orientation And Development Strategy

After more than20years development, real estate agent industry became to animportant link of the industry chain of real estate. This industry has entered a rapiddevelopment path with the development scale, standard, capacity of continuousimprovement. And from the single project has become a real estate agent mature of thecross regional multi project. Real estate agent industry mainly provides market research,product positioning, sales planning, advertising planning, sale operations such as corebusiness. On the other hand, this industry is existing low technology content, businessmodel is quit single. The whole industry is in a state of disorderly competition andbottleneck. After a series of regulation of real estate policy in recent years, it directly affectentire development, thus has affected the industry. Real estate developers in thedevelopment process of the service provider provides the integrated service industry chainhigher demand for services, to reduce the difficulty and cost of management outsourcingselection pressure developers, improve development efficiency and quality.In order to deal with a series of problem that from the market, customers and industryissues, the real estate agent enterprises need to research and planning for the futuredevelopment of a deeper level, to meet the demand from all sides. In base of the marketunderstanding, take the X Company as an example, research on the company developmentstrategy and future goals; provide the reference for the development of industry.Firstly, we discuss the theory about enterprise strategy and strategic management.Secondly, analysis the X company where faced economic factors, social environment,technology environment and industry competition situation, with multi dimension, and listthe crisis and threat. Analysis of the X’s operation status, the allocation of resources and theadvantages and disadvantages of management issues from multiple perspectives. Summedthe company’s internal strengths and weaknesses, determine the enterprise vision and goal.Design marketing business as a core, including consulting, cooperation and resources of the real estate industry chain integration services in the new mode. That can realize theoptimization of enterprise business structure and make a maximum profit, but also meet thedevelopment trend of the market and provide the better service to developers. Finally,formulate the upgrading path, in order to be a real estate circulation diversified investors,operators and professional services operators.In my article I use comparative analysis, PEST analysis and SWOT analysis to do theresearch. I also combine qualitative and quantitative methods in my work.