ABSTRACT

At present, our country real estate enters new one round the development, the reform
of the housing system policy implementation, the real estate demand diversification as
well as the policy taxes and fees adjustment causes the real estate secondary market
unprecedented  active,  is  engaged  in  the  second-hand  house  market  transmission
service the organization competition to be day by day intense. Must raise the second-
hand house  management level, expands the market share, must first  innovate in the
business  model,  particularly  marketing  pattern  innovation,  because  the  existing
Intermediate  services  organization's  straight  camp  pattern,  the  alliance  pattern,  the
imitation  pattern  in  the  cost  control,  the  training  of  manpower,  human  resources
management, the grade of service have certain problem. Therefore, this article unified
the existing  transmission  service  company characteristic from the service marketing
theory's  foundation  from  human  resources  training,  aspect  and  so  on  organizational
structure  and  business  model,  marketing  pattern  reciprocities  has  carried  on  the
discussion,  based  on  this  and  established  the  service  marketing  system  model,  the
second-hand house marketing service, the plan operation pattern provides the related
research technique. this article regarding to the second-hand house marketing service
business model's comparison, the analysis, the union service marketing theory, based
in  embarks  from  the  practice,  summarizes  the  second-hand  house  marketing
enterprise marketing pattern, carried on the comparative analysis again to the Nanjing
second-hand house market's camp pattern and studies, obtained its marketing strategy
and the marketing combined strategy. Expected that this article can provide some new
mentalities  for  the  numerous  second-hand  house  Tendering  agency's  marketing
decision-making.  The  paper  divides  into  three  major  parts:  the  first  duty  mainly
briefed the Nanjing second-hand housing market house source present situation and
the  second-hand  house  Tendering  agency  marketing  existence  question;  the  second
part  has  mainly  analyzed  the  more  typical  second-hand  house  Tendering  agency
business model and the Nanjing housing market other business model, has pointed out
in  their  marketing  pattern  the  universal  existence  question;  the  third  part  of  union
second-hand Real estate company's realistic situation, has established its application -
- - second-hand house marketing pattern, and has obtained its marketing strategy and
the marketing combined strategy.

Key word: second-hand real estate, agency service, service marketing, operating
model