摘要
房地產(chǎn)項(xiàng)目的運(yùn)作特點(diǎn)是投入大、涉及面廣、周期長(zhǎng)，并且有一定的經(jīng)營(yíng)風(fēng)險(xiǎn)，
因此僅依靠房地產(chǎn)公司的自身力量是很難完成的，這需要整合資源，既包括企業(yè)內(nèi)部
資源，又包括企業(yè)外部資源。房地產(chǎn)項(xiàng)目的資源投入主要有土地、資金、人力等，其
中人力資本是非常關(guān)鍵的要素，一般來說，僅靠房地產(chǎn)公司內(nèi)部提供是無法滿足需要，
因此引進(jìn)企業(yè)外部的人力資源參與項(xiàng)目合作是必要的。
隨著社會(huì)分工的發(fā)展，專門從事房地產(chǎn)營(yíng)銷的代理公司如雨后春筍般出現(xiàn)，由于
各家代理公司的核心競(jìng)爭(zhēng)力是不同的，房地產(chǎn)公司是否需要采用間接銷售方式?如何
才能找到最合適的代理公司?通過什么樣的合作方式，才能發(fā)揮出代理公司的特長(zhǎng)，
提高市場(chǎng)整體綜合競(jìng)爭(zhēng)力，保證項(xiàng)目運(yùn)作達(dá)到預(yù)期的利潤(rùn)目標(biāo)?這需要分析具體狀
況，需要運(yùn)用一定的科學(xué)管理程序，首先要保證選到最合適的代理公司;接下來是要
簽訂合作協(xié)議;在此基礎(chǔ)上制定出保證實(shí)現(xiàn)合作目標(biāo)的措施(即考核體系)，既便于代
理公司有行動(dòng)的參照標(biāo)準(zhǔn)，又有利于房地產(chǎn)公司進(jìn)行階段性考核，而且要求代理公司
根據(jù)考核結(jié)果對(duì)存在問題進(jìn)行整改，最終使雙方的合作朝著既定的目標(biāo)邁進(jìn)，從而實(shí)
現(xiàn)強(qiáng)強(qiáng)聯(lián)合，達(dá)到共贏的局面。
關(guān)鍵詞:房地產(chǎn)銷售代理房地產(chǎn)營(yíng)銷渠道考核體系
1引言·······························································
2房地產(chǎn)營(yíng)銷理論綜述··········································
2·1房地產(chǎn)產(chǎn)品的特征··················································..···
2.2房地產(chǎn)市場(chǎng)的特征··········································，············
2.3房地產(chǎn)營(yíng)銷的主要內(nèi)容··················································
2.4房地產(chǎn)營(yíng)銷渠道的設(shè)計(jì)與管理···········································
3武寧房地產(chǎn)公司營(yíng)銷渠道運(yùn)作的現(xiàn)狀·······················
3.1武寧公司及武夷綠洲項(xiàng)目簡(jiǎn)介·············································
3.2武夷綠洲項(xiàng)目的營(yíng)銷渠道運(yùn)作模式的現(xiàn)狀分析·······················
3.3武寧公司與代理公司之間矛盾的原因····································
4房地產(chǎn)公司如何確定營(yíng)銷代理公司····························
4，1選擇營(yíng)銷代理公司的必要性·············································
4.2營(yíng)銷代理公司的選擇范圍···················································
4.3營(yíng)銷代理公司的技術(shù)指標(biāo)招標(biāo)階段·······································
4.4營(yíng)銷代理公司的經(jīng)濟(jì)指標(biāo)招標(biāo)階段·······································
4.5確定合作的營(yíng)銷代理公司并簽訂代理合同······························
5房地產(chǎn)公司對(duì)營(yíng)銷代理公司的管理····························
5.1考核體系的建立·················..·········································
5.2定期考核并出具書面考核結(jié)果·“·······································
5.3整改跟蹤·····································································
6營(yíng)銷渠道管理模式在武寧公司的應(yīng)用·························
6.1分析武夷綠洲項(xiàng)目并確定選擇營(yíng)銷代理模式························
6.2武寧公司如何選擇代理公司·············································
6.3運(yùn)用考核體系分析武夷綠洲2006年年度的營(yíng)銷渠道管理········
結(jié)論····································································
致謝································，···································
參考文獻(xiàn)······························································
一附件···································································
附件一:武夷綠洲項(xiàng)目營(yíng)銷代理邀標(biāo)書要點(diǎn)·································
附件二:武夷綠洲項(xiàng)目營(yíng)銷代理合同要點(diǎn)(現(xiàn)運(yùn)行稿)·····················
附件三:武夷綠洲項(xiàng)目營(yíng)銷代理合同要點(diǎn)(建議模板)·····················
南京理工大學(xué)碩士論文武寧房地產(chǎn)公司價(jià)銷渠
圖表目錄
圖2一1房地產(chǎn)營(yíng)銷流程--一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-
圖2一2房地產(chǎn)營(yíng)銷渠道流程--一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-一-
圖2一3房地產(chǎn)直接營(yíng)銷渠道流程--一-一-一-一-一-一-一-一-一---一-一-一-一---一
圖3一1武夷綠洲開發(fā)公司的組織架構(gòu)圖----一-一-一-一-一-一-一-一-一-一-..