新加坡ERA房地产销售代理服务公司营销策略研究

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20080113ERAERAERATHERESEARCHOFMARKETINGSTRATEGYOFSINGAPOREERAREALESTATEAGENCYABSTRACTAfterexperiencingyearsofrollercoasterupsanddowns,therealestatemarketinSingaporeisnowcompletelyabuyers'market,whereconsumersarealsobecomingmorerationalintheirpurchases.Whilecompetitionbetweenrealestateagencieshavereachedastageofmaturityoverthepast30years,therecentstrongreboundinpropertypriceshascreatedincreasedcompetitionfortheserealestateagencies,fromamongthemselvesaswellasfrompropertydevelopersandconsumers.Toachievebreakthroughfromthesecompetitionandestablishcorecompetenciestothriveintoday'sconsumer-drivenmarket,realestateagenciesmustdevelopeffectivemarketingstrategiesandtactics.ThisdissertationusestheERArealestateagencyofSingaporeasaresearchcase,andthroughtheanalysesoftheERA'sinternalenvironment;ERA'scurrentstateofmarketing;themacroenvironmentofrealestateagencies;existingcompetitors;andconsumermarketresearch,identifythecurrentmarketingissuesandchallenges.Thisisfurtherdevelopedintodiscussionsonbrandstrategy,saleschannelstrategy,customerengagementstrategyandinternalmarketingstrategy.Thedevelopmentofcorecompetenciesforrealestateagenciesisultimatelyfoundedonserviceexcellenceandmulti-channelsalesstrategy,whichtheauthorbelievesisalsothegenesisforlongtermcompanydevelopment.KEYWORDS:Singapore,realestate,realestateagencies,corecompetency,marketingstrategy:20071252007125MBAERA185%80%ERA197130300040,000ERA1982HERSINGERAERA70%19972093862004200612500ERAERAMBAERA21.1()200412200612513MBAERA3ERA20052006ERAERAERAERAERA1.2ERAERA1.2.1ERAERA1972ElectronicRealtyAssociatesCendantCorporationNYSE23050030ERAERA1982HERSING2530MBAERA41HERSINGFIGURE1Hersing’sCorporationCompany6000:12ERAERAAnswers345ERAMBAERA51.2.2ERA1.BMP121220060204060801009591261310ERAPropDWDTZC&H0204060806875493631ERAPropDWDTZC&H23FIGURE2BrandawarenessrankingtableFIGURE3Servicequestionnaire2ERA95%ERAMBAERA63ERACocaCola2.ERA2006467440504823423701000200030004000500060001stQtr2ndQtr3rdQtr4thQtr510348774691402201000200030004000500060001stQtr2ndQtr3rdQtr4thQtrERA4ERA20055ERA2006FIGURE4ERAquartersalesfor2005FIGURE5ERAquartersalesfor200645ERA20052006MBAERA73.2003226ERA2005ERA“”ERAERA(1)20055-ERAHDB5000(2)ERA20062ERAERAERA1100ERAERAMBAERA84.ERA20064ERA54$9000ERAERA!!1.3SWOTERA1.46FIGURE6PaperstructuredrawingERAERAERAERAERASWOTERAMBAERA92.1626.488%:HDB99999990%85%(PrivateProperty)URA20MBAERA101.21.610,000HDB2.1.17FIGURE7SingaporeSingaporerealestatemarketoperationstagechart1231.2.3.:60%(8090%)1.2.3.4.1.2.3.MBAERA11:1.2.3.8FIGURE8Singaporerealestatemarketpromotionschematicdrawing2.1.21.MBAERA122.342.2MBAERA132.2.190%HDB2000:ListedHousingAgentsScheme05:CommonExaminationforHouseAgentsCEHA2.2.22030MLSMultipleListingService:(listingagent)(Co-brokeagent)MBAERA14MLSMLS2.2.3(SISV)(IEA)2005(SAEA),2.32.3.11.5004200322640.6%MBAERA1519952261037735367141721050100150200250199519961997199819992000200120022003200491995-2004FIGURE9No.ofregisteredforSingaporerealestateagencyinyear1995-20042.2006982649158.69039588,501000020000300004000050000200420052006102004-2006()FIGURE10Resale’smarkettransactionforyear2004-20063.200012000200MBAERA16625%2006380004.8200020%12006Tablel1allrealestateindustrytotalsales2006()()505380004118773914800068780013640268044000375290001804831225000062120094991589475002.3.2(MichaelPorter)ERAERA:11ERAFIGURE11MichaelPorter'sFiveForcesModelForERAMBAERA171,2,3,1,2,3,1,2,,,MBAERA18ERASWOT3.1ERA3.1.11.25GDP1,60025,00012GDP3.18.86.67.97.68.6024681020032004200520060707122003-2007FIGURE12SINGAPOREGDP2003-2007(GDP)198319937.5%199320035.1%20048.4%20058.8%20067.9%20076.1%548.640.5%35000MBAERA19152.200654200902,0004,0006,0008,00010,000(US$)8,9004,5005,0003,4003,1002,00013FIGURE13Sixcountriesproperty’spricecontrast3.1.21.633,23424024007000400700MBAERA20340050150---2004532Tablel2Asiacitiescompetitivenessbillboard123456789102.76.8%13.9%7.9%1.4%MBAERA21199938200610,30044.5%142006FIGURE14Foreignbuyerspurchaseratio20063.1.31.1,23,4,:19%11%8%8%21%MBAERA22240GDP-30%40%3.2ERAEFEERA3ERAEFETablel3ERA’sEFEchartMBAERA2310.1540.6020.0830.2430.1030.3040.1240.4850.0820.1660.0720.1410.1230.3620.1030.3030.0820.1640.1020.201.002.944=3=2=1=ERA2.942.5ERAERA3.3ERA3.3.1MBAERA24ERA15ERAFIGURE15ERA’sOrganizationChart(28)MBAERA25ERAERA123453.3.21.ERA95%11%7%32%7%19%39%30%5%0%5%10%15%20%25%30%35%/0%5%10%15%20%25%30%35%40%45%ERA16ERAFIGURE16ERA’sAssociateEducationLevelMBAERA262.ERA,4;ERA17ERAFIGURE17ERA’sAssociate&staffservicelife3.3.34ERATablel4ERACorporationassociate’scommissiondistributionlist:90%,10%;2%+2%+1%+1%:90%,10%;2%+2%+1%:85%,15%;2%+2%:80%,20%;2%:70%,30%.024681012141618201123456MBAERA275ERATablel5ERAcommissionproportionratiocomparerwithotheragencyERAPropNexHSRDW30202020201515151510101010777105733.3.42004ERA18ERA20052006FIGURE18ERAresellsthemarketbusinessvolumeforyear2005&20062004-200750%15%10%10%15%30%20%30%7%10%5%•:20062005MBAERA280200040006000800010000120002004200520062007ERA19ERA2004-2007FIGURE19ERAresellsthemarketbusinessvolumeforye