房地产销售代理中的营销费用分摊与激励研究

摘要

研究目的:目前房地产销售代理中营销费用使用效率不高,实际营销费用经常超出预算.拟研究营销费用如何在销售代理双方之间进行分摊,以提高房地产销售供应链的运作效率.研究结论:营销费用分摊情况下与营销费用全部由开发商承担情况相比,营销费用分摊情况下,营销费用的使用效率更高,房地产销售供应链及代理双方的收益均更高.并且,最优的营销费用与开发商的营销能力系数以及销售代理商的营销能力系数均呈正相关；销售代理商分摊营销费用的最优比例与开发商的营销能力系数呈负相关,与代理商的营销能力系数呈正相关.%Research purposes: At present, the unilization ratio of the marketing expenditure of the real estate is not high and the actual marketing expenditure often exceeds the budget. This paper researches how to share the marketing expenditure of the real estate between the sellers and the sales agents for enhancing the working efficiency of the sales -supply chain of the real estate.Research conclusions; Compared with the all marketing expenditures born by developer of real estate alone, the unilization ratio of the marketing expenditure is higher under the condition of the marketing expenditure born by the both developer and sales agents and the profits of the both marketing supply chain and sales agent are higher. In addition, the optimized marketing expenditure is positively correlated with the marketing capabilities of the both developer and sales agent. Nevertheless, the optimized proportion of the expenditure shared by the sales agent is negatively correlated with the marketing capability of the developer and positively correlated with the marketing capability of the sales agent.