房地产销售代理中的营销费用分摊与激励研究

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Abstract 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．

Key words： real estate sales agent disposition of income proportion effect level

Received: 26 December 2012

PACS:

F062． 4

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Cite this article:

GUAN Bai － hai. Exploration on Sharing of Marketing Expenditure Between Sellers and Sales Agent of Real Estate and Its Excitation Mechanism[J]. 铁道工程学报, 2013, 30(3): 114-119.

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http://tdgcxb.crec.cn/EN/ OR http://tdgcxb.crec.cn/EN/Y2013/V30/I3/114

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