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研究生： 李慈瑩
Lee, Tzu Ying
論文名稱： 北京行動地產網創業計劃書
Business Plan for Beijing Mobile Reality Inc.,China
指導教授： 林我聰
Lin, Woo Tsong
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 76
中文關鍵詞： 行動地產網 、創業計劃書
相關次數： 點閱：256  下載：22 
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    • MARKET
    The Chinese real estate industry has been in a rising trend for decades even though it has been through three center movement macro-economic regulations. In 2012 total real estate investment reached 72 trillion CNY and the sale of commercialized buildings was up to 64 trillion CNY with 14 trillion CNY in sales traded over internet. Real estate advertisement on real estate websites is around 0.84 billion CNY. The strong demand in property trading, due to the constant economic growth, high inflation rate and lack of investment instruments, has fostered a prospering real estate brokerage market. Currently, more than 100,000 agents and 8,000 agencies are working in high-trading-volume cities like Beijing and Shanghai.
    The quick adoption of topnotch IT technology in Chinese retail business also helps boost real estate trading volume. Since 2011 Real estate websites have evolved from information sharing to e-commerce. Currently several giant website operators, such as Sino.com and Soufun.com, have invested heavily in forming online real estate trading businesses with different business models.
    PROPOSED BUSINESS
    Beijing Mobile Realty Inc., operate a real estate trading e-platform on both internet and mobile networks in Beijing, China. This platform will unite individual property sellers, property buyers, brokers, related professionals and etc. that interest in processing real estate transactions in residential and commercial property trading markets. The company applies the newest mobile marketing models including, O2O, Freemium and LBS into its software design to provide seamless online and offline assistance tailored for different customer requirements in every stage of his or her real estate trading process. The competitive advantages are the company’s independence and neutral platform that can provide unbiased, authentic, and professional property descriptions, including selling price evaluation, in multimedia formats such as video and map location-based services.

    Executive Summary 1
    1. Company Background 4
    1.1. Mission 4
    1.2. Strategy 4
    1.3. Proposed Business Model 5
    1.4. The Team 5
    2. Chinese Real Estate E-Commerce Market 7
    2.1. Background 7
    2.2. Business Climate Analysis 11
    2.3. Conclusion 15
    3. The Opportunity 16
    3.1. Background 16
    3.2. The Target Customers and Their Needs 17
    3.3. Competitive Landscape 19
    3.4. SWOT Analysis 27
    4. Operations Plan 28
    4.1. Product/Service Offerings 28
    4.2. Service Providing Processes 31
    4.3. Strategy and Approach to the Market 36
    4.4. Headquarter Office 36
    4.5. Equipments 36
    4.6. Staffing Plan 37
    5. Financial Projections 39
    5.1. Five Year Market Forecast 39
    5.2. Revenue Drivers and Cost Drivers 42
    5.3. Presentation of the Financial Forecast 44
    6. Contingency Plans 46
    Glossary 47
    Reference 49
    Appendix A 51

    (English)
    1. The perfect business plan made simple, William R. Lasher, New York : Broadway Books, c2005
    2. Real estate brokerage : a management guide, 5th edition, John E. Cyr, Joan m. Sobeck, Laurel D. McAdams, Chicago [Ill.] : Real Estate Education Co., 1999
    3. Real estate principles ,11th ed , Charles J. Jacobus, Mason, Ohio : Cengage Learning, c2010
    4. Real Estate Apps, Zillow, http://www.zillow.com/mobile/
    (Chinese)
    1. Bule book of real estate, annual report on the development of China’s real estate (No.10) (房地產藍皮書 中国房地产发展报告 No.10), 1st edition, Beijing China, Social Sciences Academic Press (China), April 2013
    2. iResearch China E-Commerce case study in Real Estate Research Report - EJU.com
    (中国房地產電子商務行業典型企業案例研究報告-易居購房網 2012年),
    iResearch Consulting Group, 2012/3/19
    3. Trend of Chinese real estate e-commerce development and enterprise penetration strategy research (中國房產電商發展趨勢及企業參與策略研究) , http://www.chinadmd.com/file/zuocwzzoaz6cowuxvvzezesa_1.html, 2013/4/12
    4. iResearch China E-Commerce of Real Estate Research Report (中国房地產電子商務市場研究報告2011年), iResearch Consulting Group, 2012/3/19
    5. A Business Plan for RICH Network & Technology Ltd., (睿誠網絡科技有限公司創業計劃), Wang Jing(王君), Master Thesis, Xiamen University , 2009 April
    6. 不動產仲介市場分析, 初版, 李春長, 臺北市, 文笙書局 , 2002
    7. 《办法》实施将破解房地产经纪行业三大问题, Xinhua News (新華網), http://news.xinhuanet.com/fortune/2011-01/28/c_121037052.htm, 2011-01-28 18:08:22,
    8. 2012 China Internet Economics Summary Report (2012年中國網絡經濟總結報告), iResearch Consulting Group (艾瑞咨询) , 2013/January,
    9. 艾瑞咨询：房地产网络营销持续升温 互联网广告成房地产企业新宠, http://news.iresearch.cn/0402/20110311/134572.shtml, 2011/5/9,
    10. 地產快機 http://www.dichanphone.com/HTMLPage/webhelp/index.htm
    11. 易居電商網, http://www.eju.com/
    12. 搜房電子商務平台, http://pai.soufun.com
    13. 北大法律英文網 http://www.lawinfochina.com/index.aspx
    14. 2012年1-6月司法行政统计数据及分析, 北京市司法局, http://www.bjsf.gov.cn/publish/portal0/tab83/info13348.htm (2013/5/20)
    15. 北京市2012年国民经济和社会发展统计公报, 北京統計信息網 http://www.bjstats.gov.cn/xwgb/tjgb/ndgb/201302/t20130207_243837.htm (2013/5/20)
    16. 2012年北京市房地产市场运行情况, 北京統計信息網, http://www.bjstats.gov.cn/sjjd/jjxs/201301/t20130121_242365.htm (2013/5/20)
    Major government offices and professional associations
    1. (中央) 中國普法網http://www.legalinfo.gov.cn/
    2. (地方機關) 北京市司法局 http://www.bjsf.gov.cn/publish/portal0/tab83/info13348.htm
    3. (行業協會) 中国房地产估价师学会http://www.cirea.org.cn/
    4. (行業協會) 中國房地產經紀人學會 (中房學) http://www.agents.org.cn/
    5. 北京市住房和城鄉建設委員會 (住建委) http://www.bjjs.gov.cn/publish/portal0/tab2238/
    6. 北京市存量房交易服務平台 http://210.75.213.188/shh/portal/bjjs/index.aspx

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