目录第一部分执行总结.....................................................51.1创意概述........................................................51.2公司简介........................................................61.3产品及服务简介..................................................71.4市场概述........................................................81.5投资与财务.....................................................101.6公司选址.......................................................101.6.1区域选择.................................................101.6.2公司定址.................................................11第二部分项目背景....................................................132.1宏观背景.......................................................132.1.1创业意识的深化............................................132.1.2大学生创业形势分析.......................................142.2产业背景.......................................................162.2.1房产中介行业发展状况.....................................162.2.2房产中介行业发展危机.....................................18第三部分市场机会....................................................203.1市场调研.......................................................203.1.1问卷调查报告..............................................203.1.2实地考察.................................................233.1.3校内访问.................................................253.2营销环境.......................................................263.2.1公司的宏观环境............................................263.3应对竞争.......................................................283.3.1竞争力量分析.............................................283.3.2竞争的优劣势.............................................293.3.3应对竞争力量.............................................303.3.4竞争战略.................................................303.3.5Swot模型分析............................................32第四部分公司文化简介.................................................344.1公司职责.......................................................344.1.1项目准备期职责...........................................344.1.2项目销售期职责...........................................344.1.3项目收尾期职责...........................................354.2公司宗旨.......................................................354.3公司价值观.....................................................354.3.1以创新为根本.............................................364.3.2以服务为主体.............................................364.3.3以人才为枝干.............................................36第五部分经营模式.....................................................375.1房产租赁经营模式...............................................375.1.1途家（房主）托管.........................................375.1.2房屋管家包租.............................................385.1.3传统中介放盘.............................................385.2房屋买卖经营模式...............................................395.2.1房产买卖.................................................395.2.2房产互换.................................................405.3房产收购经营模式...............................................415.3.1股权收购.................................................425.3.2资产收购.................................................435.3.3项目收购..............
