武宁房地产公司营销渠道成员管理研究.rar

摘要
房地产项目的运作特点是投入大、涉及面广、周期长，并且有一定的经营风险，
因此仅依靠房地产公司的自身力量是很难完成的，这需要整合资源，既包括企业内部
资源，又包括企业外部资源。房地产项目的资源投入主要有土地、资金、人力等，其
中人力资本是非常关键的要素，一般来说，仅靠房地产公司内部提供是无法满足需要，
因此引进企业外部的人力资源参与项目合作是必要的。
随着社会分工的发展，专门从事房地产营销的代理公司如雨后春笋般出现，由于
各家代理公司的核心竞争力是不同的，房地产公司是否需要采用间接销售方式?如何
才能找到最合适的代理公司?通过什么样的合作方式，才能发挥出代理公司的特长，
提高市场整体综合竞争力，保证项目运作达到预期的利润目标?这需要分析具体状
况，需要运用一定的科学管理程序，首先要保证选到最合适的代理公司;接下来是要
签订合作协议;在此基础上制定出保证实现合作目标的措施(即考核体系)，既便于代
理公司有行动的参照标准，又有利于房地产公司进行阶段性考核，而且要求代理公司
根据考核结果对存在问题进行整改，最终使双方的合作朝着既定的目标迈进，从而实
现强强联合，达到共赢的局面。
关键词:房地产销售代理房地产营销渠道考核体系
1引言·······························································
2房地产营销理论综述··········································
2·1房地产产品的特征··················································..···
2.2房地产市场的特征··········································，············
2.3房地产营销的主要内容··················································
2.4房地产营销渠道的设计与管理···········································
3武宁房地产公司营销渠道运作的现状·······················
3.1武宁公司及武夷绿洲项目简介·············································
3.2武夷绿洲项目的营销渠道运作模式的现状分析·······················
3.3武宁公司与代理公司之间矛盾的原因····································
4房地产公司如何确定营销代理公司····························
4，1选择营销代理公司的必要性·············································
4.2营销代理公司的选择范围···················································
4.3营销代理公司的技术指标招标阶段·······································
4.4营销代理公司的经济指标招标阶段·······································
4.5确定合作的营销代理公司并签订代理合同······························
5房地产公司对营销代理公司的管理····························
5.1考核体系的建立·················..·········································
5.2定期考核并出具书面考核结果·“·······································
5.3整改跟踪·····································································
6营销渠道管理模式在武宁公司的应用·························
6.1分析武夷绿洲项目并确定选择营销代理模式························
6.2武宁公司如何选择代理公司·············································
6.3运用考核体系分析武夷绿洲2006年年度的营销渠道管理········
结论····································································
致谢································，···································
参考文献······························································
一附件···································································
附件一:武夷绿洲项目营销代理邀标书要点·································
附件二:武夷绿洲项目营销代理合同要点(现运行稿)·····················
附件三:武夷绿洲项目营销代理合同要点(建议模板)·····················
南京理工大学硕士论文武宁房地产公司价销渠
图表目录
图2一1房地产营销流程--一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-
图2一2房地产营销渠道流程--一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-
图2一3房地产直接营销渠道流程--一-一-一-一-一-一-一-一-一---一-一-一-一---一
图3一1武夷绿洲开发公司的组织架构图----一-一-一-一-一-一-一-一-一-一-..