A Research For The Development Strategy Of SG Real Estate Broker

Domestic real estate brokerage industry, founded in the early 90’s of last century,by the Hongkong and Taiwan real estate intermediary industry into China in operation in Hongkong and Southeast Asia Investment of domestic property. As the recruiting and training a large number of local staff, domestic appeared in the first professional real estate brokers practitioners and company. With twenty years of real estate development continues to expand the scale, the development of standards continue to improve, develop the capacity has been strengthened, the real estate brokerage industry is the rapid development, from the early small regions, a single project,simple service model into the cross regional, multi project, the entire process of real estate brokerage model.Real estate brokerage mainly provides market research, product positioning,marketing planning, advertising planning, sales execution such as core business,creating a successful case of a real estate project. The real estate Broker’s Firm, is a typical mode of small capital fund, low threshold into dependence, talents, most of these companies are small and medium enterprises, business model with simple planning based sales, growth space is limited, the whole industry in the long-term competition in a state of disorder. And since 2004, the macro-control for up to 10 years, continuous development of the real estate market, but also spread to the downstream of the real estate brokerage field. In addition to this regulation factors,development of real estate development level and the service standards are increasingly demanding customers, have put forward higher requirements to the real estate Broker’s Firm.From the market, problems and requirements of customers and their needs, real estate Broker’s Firm research and planning for the future development of the deep, to adapt to the environment change and the development of. Based on this, the paper takes SG real estate Broker’s Firm as an example, in-depth research on the development strategy of the company, in order to clear strategic direction, SG is shown to the objectives and measures, further and provide the reference for the development of the industry.In this paper, a comprehensive analysis of the internal and external environment of SG company, the advantage resources management present situation, and existingproblems, summarize the advantages and disadvantages, and the SG executives had a face-to-face interview. On this basis, determine the enterprise vision and development goals of the SG company, designed to commercial office property marketing agency business as the core, integrated consulting, asset management, project management,industrial service chain model, the actual implementation in SG company, not only into the blue ocean market to obtain extra profits, and in line with the development trend of real estate and the service demand. Finally, has also developed a classification strategy to achieve future trends, in order to achieve SG become real estate circulation diversification, integration of business operators and professional operators vision.In this thesis based on qualitative research, PEST analysis, five forces model of competition strategy, and SWOT tool are analyzed in the study.