- 期刊
數位轉型趨勢下不動產行銷策略之探討
Discussion on Real Estate Marketing Strategies Under The Trend of Digital Transformation
摘要
在數位時代趨勢下，主要工業國家紛紛倡導各行各業再進化，推動數位轉型（Digital Transformation），透過數位化科技，改變企業經營型態，也改變不動產行銷方式，面對此趨勢不動產銷售多著重在短期有效因應方案，對於不動產銷售可能產生之長遠改變。近年來全球合力推動ESG之趨勢下，不動產銷售除傳統財務因素外，代銷業應提前思考布局，重新評估不動產銷售過程中各項問題，運用數位科技工具與技術，結合房地產供應鏈網絡體系、建商資源進行數位轉型，經由資料電子化、資訊數位化與數位優化三階段過程，歸納不動產行銷出數位轉型五項前置理論概念:數位化、網絡化、智慧化、服務化與永續化，並將其整合到企業風險管理中，確保不動產銷售在數位轉型時代仍可站穩腳步。本文分別探討數位轉型之定義、目標、效益及步驟，說明不動產行銷現況，並探討不動產行銷相關理論，透過檢視數位轉型下不動產行銷之策略，以數據、創意與經驗這三項不動產銷售關鍵資源，創造出數位轉型下更具規模經的不動產行銷。
並列摘要
Under the trend of the digital era, major industrial countries have advocated the re-evolution of all walks of life and promoted digital transformation Through digital technology, they have changed the business model and real estate marketing methods. Faced with this trend, real estate sales have increased. Focus on short-term effective response plans that may have long-term changes in real estate sales. Under the global trend of promoting ESG, in addition to traditional financial factors in real estate sales, the agency sales industry should think ahead about the layout, re-evaluate various issues in the real estate sales process, use digital technology tools and technologies, and combine the real estate supply chain network system and developer resources To carry out digital transformation, through the three-stage process of data electronics, information digitization and digital optimization, real estate marketing has summarized five prerequisite theoretical concepts of digital transformation: digitalization, networking, intelligence, service and sustainability, and will Its integration into enterprise risk management ensures that real estate sales remain relevant in the era of digital transformation.