文档介绍：上海交通大学
硕士学位论文
新加坡ERA房地产销售代理服务公司营销策略研究
姓名:洪园
申请学位级别:硕士
专业:工商管理
指导教师:周洁如
20080113
新加坡 ERA 房地产销售代理服务公司营销策略研究

摘要

新加坡房地产市场在经历了多年的大起大落、大喜大悲后完全成为
买方市场,消费者购房越来越理性化。虽说本地的房地产中介代理行业
在近三十多年的发展中已经步入相当成熟的竞争状态,但是随着近年来
房地产价格的回升和强劲发展,中介公司面临来自开发商的、消费者及
同行业者等的竞争日益激烈。如何能在这几种竞争力量中突围而出,确
立自身的核心竞争力,在“以消费者为导向”的市场中永保不败并谋求
新的发展,就必须改变营销方式,调整营销策略。
本论文就是以新加坡ERA房地产销售代理服务公司为主要研究对
象,通过对从ERA公司的内部环境、当前营销现状和新加坡房地产中介
代理行业的宏观外部环境分析;以及公司目前竞争对手和消费者市场的
调查研究,找出了公司当前营销方面所存在的问题,就如何改进在品牌
策略、销售渠道策略、客户沟通、内部营销策略等方面进行了探讨。
笔者认为房地产中介代理公司核心竞争力的建立始终应落点于提供
高品质的服务、拓宽多种销售渠道上,这也是公司长期发展的保障。
关键词:新加坡,房地产,房地产中介代理,核心竞争力,营销策略
THE RESEARCH OF MARKETING STRATEGY OF
SINGAPORE ERA REAL ESTATE AGENCY

ABSTRACT

After experiencing years of roller coaster ups and downs, the real estate
market in Singapore is pletely a buyers' market, where consumers
are also ing more rational in their purchases. petition
between real estate agencies have reached a stage of maturity over the past 30
years, the recent strong rebound in property prices has created increased
competition for these real estate agencies, from among themselves as well as
from property developers and consumers. To achieve breakthrough from
petition and establish petencies to thrive in today's
consumer-driven market, real estate agencies must develop effective
marketing strategies and tactics.
This dissertation uses the ERA real estate agency of Singapore as a
research case, and through the analyses of the ERA's internal environment;
ERA's current state of marketing; the macro environment of real estate
agencies; petitors; and consumer market research, identify the
current marketing issues and challenges. This is further developed into
discussions on brand strategy, sales channel strategy, customer engagement
strategy and internal marketing strategy.
The development of petencies for real estate agencies is
ultimately founded on service excellence and multi-channel sales strategy,
w