房地产销售代理承诺合约研究  

Agency Commitment Contract for Real Estate Sales

作　　者：杨峰[1] 管百海[2] 胡本勇[2] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]电子科技大学经济管理学院,四川成都610091

出　　处：《管理工程学报》2013年第3期87-92,86,共7页Journal of Industrial Engineering and Engineering Management

基　　金：中国博士后科学基金特别资助项目(201003691);教育部人文社科青年基金资助项目(09YJC630020)

摘　　要：以普通佣金模式下房地产销售代理商的积极性不能得到有效发挥为切入点,对房地产销售代理承诺合约进行研究。作为研究基点,首先分析了普通佣金模式下销售代理商的工作努力程度以及整个销售供应链和委托代理双方各自的收益。随后,对销售数量承诺销售代理合约进行研究,在承诺合约模型中,引入单价奖惩加固定金额奖惩的综合奖惩措施,通过模型构建和优化分析,得出销售代理商的决策策略和收益。并对两种模式下销售代理商的努力程度和各方收益进行了对比分析,结果表明,承诺合约模式下,销售代理商的努力程度更高,项目产品的销售量更大,各方收益也更大。同时,研究表明单价奖惩加固定金额奖罚的综合奖惩措施比以往单纯的单价奖惩措施对系统更优,可以迫使销售代理商选择较高的努力程度,保证其承诺的实现,从而保证房地产开发商预定目标的实现。最后,通过数值算例对研究结论进行了验证和说明。The sales are an important part of real estate development and they directly determine the profitability of real estate projects. For this reason, many real estate developers commission the experienced sales agents to do the sales work. Currently, reM estate sales agents generally use the commission mode. In this mode, the supply and sales chain of real estate cannot have high operational efficiency. On the other hand, in order to maintain the normal operation of the capital chain of real estate companies developers have a strong demand for capital recovery of projects. To this end, there is an urgent need to design a reasonable sales agency agreement in order to improve the operational efficiency of the supply and sales chain of real estate, and achieve the sales goal of real estate developers. Therefore, real estate sales agencies usually cannot be stimulated effectively in the common commission mode as the starting point. In this article, we constructed the common commission mode and the commitment contract mode, and then optimized and analyzed these modes. In order to investigate the typical characteristics of real estate sales agent commitment contracts, and consider the actual situation of the problem, this paper assume the following conditions in the model construction： （ 1 ） the salable area of real estate projects is certain and can not be changed with the change of the sales price and demand, and （2） developers and sales agents are on unequal bargaining positions. The framework and principal terms of the sales agent contract are proposed for developers. The sales agents can negotiate and bargain with developers in response to the developers＇ principal terms. Firstly, this article analyzes the work efforts of sales agencies and the proceeds of the entire supply chain and the agencies. Subsequently, this article studies the sales agency commitment contract. In the commitment contract mode, after considering the efficiency of supply chain operations of real estate sales, a comprehensive rewar

关 键 词：房地产 销售代理 承诺 回馈 惩罚 

分 类 号：F293[经济管理—国民经济]