Under the continuous influence of the tight monetary policy, the capital chain of Zhu Daming real estate development enterprises is increasingly tight. As an agent planning enterprise of real estate enterprises, with the increasingly fierce competition in the real estate market, the shrinking of real estate development scale, the continuous maturity of real estate brand enterprises and the further refinement of social division of labor, the life of real estate agents is getting more and more difficult. Agency enterprises are waiting and wandering. Is the agency a sunset industry? How big is the future living space? The author believes that with the long-term reshuffle of developers, the business impact of real estate agents can definitely exist, but the key is to see how to face the current market and what strategies to use to deal with the future market. The future market calls for new planning agents. If the marketing agent is still limited to the current operation level, it will be eliminated by the market if it does not transform quickly and meet the market demand for planning agents in time. At the same time, if agents can't solve the key problems that hinder the development of industries and enterprises, their functions will be replaced by developers themselves or overseas marketing agents. First, the agency should become a "real estate brand expert" to plan and strive to shape the brand of real estate enterprises and establish the brand image of real estate, which is the highest realm of marketing planning. The production, sale and service of any commodity include the process of brand development and formation, and so does real estate. With the development and perfection of the real estate market, the new round of competition is brand competition. When buying a house, consumers must consider the safety of capital investment, and naturally choose enterprises with good reputation and good brand. The high added value brought by brand real estate is gradually recognized by sellers, and the virtuous circle mechanism of all aspects of real estate development has produced more and more obvious benefits for developers. Judging from the development trend, property is the foundation, market is the key, and brand is the driving force. It is inevitable that real estate will enter the era of brand consumption after buying a house with a brand. Marketing planning is to establish a brand base in the property and accumulate intangible assets. The establishment of real estate brand is not a simple virtual marketing plan, but a comprehensive embodiment of pursuing brand awareness in all aspects of marketing. The realization of the brand will not happen overnight. Vanke, Greenland and other developers have established their own excellent brands, and the properties under their brands are selling well again and again, which is the necessity of brand development and also inseparable from the pursuit of brands by related companies. Of course, most developers and marketers need to have foresight. In marketing planning, they should regard the shaping of real estate brand image as an active, conscious and meticulous behavior. Marketing agencies should strive to become professional "real estate brand experts" and become indispensable "brand profit creators" for developers. Therefore, in the marketing process of the project, the agency should comprehensively consider the short-term and long-term interests of the developers. All these require marketing agents to plan and act as agents all the time, not just for sales. Second, the competition among marketing organizations should be upgraded to brand competition (1). Marketing planning needs to consider the needs of brand competition of developers. After nearly 20 years of development, the competition among real estate enterprises in China has developed from early price competition, scale competition, quality competition and function competition to today's brand competition. Real estate brands are of great significance to consumers and real estate enterprises: on the one hand, consumers need to show their personal wealth, status, achievements, manners and personality through brand rooms to improve their quality of life, meet the needs of respect and self-realization, and thus win the respect of others; On the other hand, real estate enterprises need to create brands to improve the competitiveness of developed products, increase market share and profit rate, so as to attract more consumers and achieve the purpose of further expansion. Accordingly, the starting point and foothold of agency planning can no longer be limited to sales itself, but should be coordinated with the brand management of real estate development enterprises. (2) The competition among agents also needs to rise to the level of brand competition. No matter the mode of Taiwan Province Province or Hongkong, the agency industry has achieved a relatively strong position of several major brand companies in the industry. This is the result of the development of agency industry from early low-level price competition to brand competition. Brand competition urges agents to make strategic considerations, weigh long-term interests and short-term interests more clearly, and pay attention to cultivating the core competitiveness of enterprises, thus enhancing the overall competitiveness of the industry and helping to standardize the real estate marketing agency market. It has become an inevitable trend for real estate marketing agents to implement brand strategy and seize market share. (3) With the continuous development of the real estate industry, the supply of the real estate market is decreasing. It is impossible for future marketing agents to sell separately according to the current operation mode, and there is not so much market capacity. Acting marketing enterprises or professional consulting companies that have developed into real estate enterprises should be management consulting companies in the industry, which requires such companies to become all-round professional consulting companies in the industry, because they have gathered all kinds of talents, including senior business managers, senior market research, real estate appraisal, architectural planning, architectural design, landscape architects, project management consulting, investment and financing consultants, legal consultants, planners, public relations and so on. Or develop into a tertiary real estate market. Based on the analysis and discussion of the problems existing in the real estate marketing agency industry, this paper puts forward the following countermeasures and suggestions to the main participants in the industry, namely government regulators, industry associations and marketing agents: 1. Government supervision departments should improve the corresponding rules and regulations of the same industry and make them effectively implemented. The laws and regulations of real estate marketing organizations lack the recognition and protection of intellectual achievements such as knowledge and experience in marketing planning. It has greatly dampened the enthusiasm of enterprises that have invested a lot of manpower and material resources in marketing planning and increased their costs, which is not conducive to the formation of a virtuous circle of re-investment in marketing planning and to the protection and promotion of the in-depth development of the real estate marketing agency industry. Government regulatory agencies should improve the corresponding peer management system and distinguish between marketing agents and intermediary agents for management. 2. Trade associations should formulate unified rules for self-discipline and supervision of market behavior (1), strengthen industry management and improve professional quality. Industry management is implemented by industry associations, which is the need of market specialization development. Trade associations realize internal self-management through unified self-discipline and supervision of market behavior rules. The Real Estate Marketing Agency Association binds the members of trade associations with open, just and fair professional management to create a level playing field for enterprises. The real estate marketing agency industry can strengthen the self-discipline and supervision of various behaviors in the industry. There are many professional behaviors of real estate marketing agents, such as technical regulations, negotiation procedures, consulting codes, professional ethics, confidentiality principles and charging standards. Without a strong professional organization, it is difficult to unify these professional behaviors. Therefore, it is necessary to strengthen the functions of trade associations in this respect, so as to standardize the various behaviors of real estate marketing agents. This is conducive to the long-term development of the industry. (2) Strengthen professional ethics and service awareness, cultivate the real estate marketing agency market, reduce non-market behaviors, and play the role of market resource allocation and supply and demand adjustment. Trade associations can take the following measures: ① strengthen the legislation and inspection of professional ethics, increase professional ethics in the provisions on suspension and revocation of employees' licenses, and set up investigation institutions to conduct spot checks; (2) Strengthen media supervision and expose illegal operators; Or establish a blacklist exposure system in professional communication publications in the industry to disclose those bad behaviors in time; (3) Strengthen the management of professional ethics by trade associations, and have clear and effective content regulations and management on professional ethics. (3) Marketing agency trade associations should strengthen the intellectual property protection of marketing schemes planned by agents. Because a single agent is in a weak position relative to the developer in the transaction, it can't compete with the developer when the intellectual property rights of the agent are infringed, which requires the overall strength of the industry association to protect the reasonable interests of the agent. For example, at this stage, we can organize the establishment of a blacklist of developers' infringement and publish it in the industry. These developers and agents should boycott, do not trade with them or provide excellent planning solutions. 3. Real estate marketing agents should improve the operating mechanism of enterprises, strive to cultivate their core competitiveness (1) and implement strategic management, which is an urgent task facing real estate marketing agents. First of all, the implementation of strategic management is the objective requirement of market economy for marketing agency enterprises. Secondly, the implementation of strategic management is the requirement of the change of demand structure and the increase of competitive pressure in the real estate marketing agency industry. Third, the implementation of strategic management is the need to avoid disorderly competition in the industry. Finally, the implementation of strategic management is the inherent requirement for marketing agency enterprises to maintain strong vitality and achieve long-term development. (2) The knowledge management function of enterprises should be strengthened and improved. It is particularly important to strengthen knowledge management, realize systematic learning and improve the competitiveness of marketing agency enterprises. At the same time, only by strengthening and perfecting knowledge management and effectively controlling the core assets of marketing agency enterprises-planning knowledge and creativity, can we ensure that the operation of enterprises will not fluctuate with the flow of employees, maintain stable operation, and solve worries for the future development of enterprises. (3) Marketing organizations must also try their best to improve and strengthen the management level of human resources, and retain and attract talents. First, establish an incentive and restraint mechanism that matches risk and contribution. It is suggested that the incentive and restraint mechanism of marketing agency enterprises should be changed to low salary and appropriate equity. Of course, in order to ensure the centralized and effective decision-making, the premise of senior management holding shares should be followed. Secondly, marketing agencies should strive to establish an effective talent training mechanism. At present, the competitive situation analysis of the marketing agency industry 1 Bad money drives out good money 200 1 Ackell Love, one of the winners of the Nobel Prize in Economics, specializes in the market operation of buyers and sellers under asymmetric information. He cited a classic case of information economics, namely "the second-hand car market". Through this example, we can well understand the market operation law under information asymmetry. Sellers often know more about the quality of cars than buyers. If buyers can't check the quality of used cars in other ways, the following problems will appear in the operation of the market. Suppose there are two kinds of cars: a good car and a second car. The seller knows its quality, and the buyer only knows that there are a certain proportion of good cars and used cars on the market. The owner of a good car is only willing to pay a higher price, and the owner of a second car is willing to pay a lower price. The buyer knows that there is a certain probability that he will buy a second car, so the price he is willing to pay will be discounted. If the proportion of inferior cars in the market is large enough, this discount is large enough to make the owners of good cars no longer want to put their cars on the market. As a result, there was only one car left on the market. This simple model reveals two facts. First, in the case of asymmetric information, the operation of the market may be inefficient, because in the above model, some buyers are willing to pay a high price for a good car, but the "invisible hand" of the market has not transferred the good car from the seller to the buyer. According to the theory of traditional economics, supply and demand can always satisfy the wishes of buyers and sellers at a certain price under the market regulation. Second, this "market failure" has the characteristics of "adverse selection" or "adverse selection", that is, only defective products remain in the market, which is the result of "bad money driving out good money" The root of this result is information asymmetry. It can be seen that the introduction of information asymmetry will profoundly change our perspective of analyzing problems and change many "common sense" conclusions. Because information asymmetry is widespread in the market, the analysis of Ackell Love above is of universal significance. This seemingly abnormal phenomenon contrary to the market competition mechanism is called "bad money drives out good money" in economics. The competition in the marketing agency industry is a typical phenomenon that "bad money drives out good money". In this market, products are "marketing agents", buyers are real estate developers and sellers are marketing agents. Good money and bad money can represent two different levels of planning subjects (assuming that there are only these two extreme situations, it will not affect our analysis of the problem). First of all, it is undeniable that there are a considerable number of "bad money" in the agency market-planning and agency can not be in place. On the one hand, the qualification of agents is not strictly defined, the entry cost of the industry is low and the level of enterprises is uneven. On the other hand, there is no corresponding punishment mechanism for those who provide "bad money" in the industry. Relatively speaking, the cost is low, but you can get the price of "good money". Secondly, as a buyer, it is difficult for real estate developers to distinguish whether the marketing agent they buy is "good money" or "bad money" when making a transaction. They may face the same "planning book", and there is no "quality" signal that good money is obviously different from bad money. What developers obviously feel is only the price-the level of agency commission and the amount of commitment. In this case, it is not difficult for us to understand the developer's decision, or after eliminating the "defective products" with obvious low quality, choose the agent with low commission and more commitments, and ask the agent to bear the corresponding risks; Either invest and set up an agent. Although you may not be the best marketing agent, the "excellent" and "poor" of this product are in your own hands after all. Developers' decisions guide the direction of market competition. In the case of low agency commission, agents with poor strength are unable to hire higher-level talents and can only invest lower costs. Although they can't put forward a better plan for developers, due to the current market prosperity, the short-term effect of real estate sales is not bad, and they can still make profits and survive safely in the market. In sharp contrast, powerful agents have a group of senior talents, high operating costs, unable to make profits with low commission, and are at a disadvantage in the competition, so they are forced to reduce costs through layoffs and other means, and become the same as low-level agents. The mechanism of market competition should be "survival of the fittest", but now the result of real estate marketing agency market competition is "survival of the fittest", which can be said to be obvious "bad money" expelling "good money" The phenomenon that bad money drives out good money will eventually lead to improper resource allocation and low social efficiency. A considerable number of agents are eager for quick success and instant benefit, and are unwilling to do a lot of very in-depth market preparation (market research, market positioning, product positioning and customer orientation), and often copy them without thinking according to past experience, because the early market preparation stage has a long time line and high cost. In this way, the competition in the industry is stagnant in the low-level price competition, but the level of competition has not been improved in time, and it is difficult to gather talents and capital, which hinders the overall development of the industry. The real reason why "bad money" can drive out "good money" lies in the asymmetry of information. The buyer has all the information and initiative, and the seller can't distinguish "bad money" from "good money". Specific to the competition situation of Shanghai's marketing agency industry, the deep-seated reason is that (1) the entry and exit barriers of the industry are too loose, which makes a large number of unqualified agents exist and provides objective conditions for the existence and emergence of "bad money". (2) The agency industry lacks evaluation institutions and systems for "bad money" and "good money", which makes it difficult for developers to distinguish between "bad money" and "good money". The relatively high cost and expense of evaluating the agency effect of a single developer is the external condition for confusing "bad money" and "good money". (3) The agency itself does not really establish the strategic idea of "brand management", and cannot send out the signal of "good money" through its own brand and reputation, which is the internal condition leading to the confusion between "bad money" and "good money". (III) Countermeasures to Improve the Competitiveness of Real Estate Marketing Agents Based on the above summary and analysis, to improve the competitiveness of real estate marketing agents, we must eliminate or weaken the deep-seated reasons that affect the deterioration of the competitiveness of real estate marketing agents. 1. The real estate marketing agency industry needs to establish a perfect qualification access system to reduce the existence of "bad money". At present, people engaged in real estate marketing agents come from all walks of life, and their professional qualities are uneven, so it is difficult to abide by professional ethics, which in turn affects the reputation of the industry. In this regard, it is urgent to establish a perfect qualification access system. Establishing a perfect qualification access system and standardizing the professional quality and professional ethics of employees will play a positive role in promoting the healthy development of the real estate marketing agency industry. On the one hand, government departments have formulated and adopted some "market access" policies. For example, the agency qualification of industrial enterprises assessed by statutory bodies should undertake corresponding agency business according to the assessed qualifications and stipulate the minimum agency commission ratio. At the same time, by setting up corresponding professional and technical qualification examinations, we can guide the improvement of the quality of employees. On the other hand, the real estate marketing agency industry can strengthen the functions of trade associations and strengthen the self-discipline and supervision of various behaviors in the industry. There are many professional behaviors of real estate marketing agents, such as technical regulations, negotiation procedures, consulting codes, professional ethics, confidentiality principles and charging standards. Without a strong professional organization, it is difficult to unify these professional behaviors. Therefore, it is necessary to strengthen the functions of trade associations in this respect, so as to standardize the various behaviors of real estate marketing agents. This is conducive to the long-term development of the industry. 2. The real estate marketing agency industry needs to establish an independent, objective, fair and authoritative intermediary evaluation agency to evaluate the effect of agents or their agents and eliminate the external reasons that "bad money" can be disguised as "good money". Market economy is an information economy, and the transparency and authenticity of information directly determine the operating efficiency of the market. Information asymmetry will inevitably lead to market inefficiency. The marketing agency market also needs symmetrical and complete information. This requires an independent and objective evaluation of the effect of agents or their agents, so that agents and developers can conduct transactions according to the evaluation results. If this intermediary does not promote the authenticity of information, but promotes the authenticity of information, then even if the transmission of this information is very timely and transparent, it can only worsen the allocation of resources rather than optimize the allocation of resources. Market economy is a kind of order economy. As the builder and maintainer of the whole social and economic order, the intermediary behavior of intermediary institutions is not only an important part of market supervision and social supervision system, but also the starting point and basic basis of regulatory decision-making. If the intermediary acts unfairly and even participates in fraud and justifying a fault, it will not only distort the supervision system of the whole society, but also cause the market supervision and social supervision to be in a vacuum and distorted state at the starting point, which will inevitably lead to the reverse effect of market investment and the reverse flow of social resources, and then make the market lose its proper operation order. If the intermediary does not form independent property and then independent personality, it will have to be attached to other departments, clients and even specific interest groups to a certain extent, and it will certainly be impossible to organically combine and coordinate its responsibilities to society, market, clients and itself. Intermediaries can't be in a neutral position in intermediary activities, so they can't make intermediary behavior conform to legal norms, moral concepts and standards of public trust, and they can't avoid short-term behavior and dishonesty of intermediaries. The lack of independence, neutrality and autonomy of intermediaries will inevitably lead to chaos and disorder in the market, and the result will inevitably be "bad money drives out good money." It is suggested to set up an independent organization and CSI system in the industry to evaluate the customer satisfaction of agency enterprises and projects. User satisfaction is the user's feeling and evaluation of products or services, and it is also the result of the efforts of supplier enterprises. User satisfaction is a description of user satisfaction, which can be used to evaluate the user's satisfaction with this result and measure the user's feeling level. Therefore, it can be said that on the one hand, user satisfaction reflects the degree of user satisfaction, on the other hand, it also reflects the effectiveness of products or services provided by enterprises to meet user needs. The basic connotation of user satisfaction can be understood from individual level, enterprise level and social level. Personally, user satisfaction is the emotional reflection of users' consumption experience of a product or service. This satisfaction is not only reflected in a product, a service, an idea and an opportunity, but also in a system and a system. In the whole consumption process, users not only pursue the satisfaction of economic interests, but also pursue social and spiritual satisfaction. From the enterprise level, customer satisfaction is a set of user-oriented indicators used by enterprises to evaluate and improve their performance. It represents the actual and expected overall evaluation of all purchase and consumption experiences of enterprises in the market they serve, and is a measure of the "quality" of enterprise management. From the social perspective, user satisfaction is a new measure based on market performance, which is used to measure the operation of industries, industries, economic sectors and the whole social economy.