金融科技新創公司策略行銷：以安富財經科技為例

台灣自2012年八月起實施不動產實價登錄制度，開始累積大量不動產交易資訊，使得運用不動產大數據建置「自動估價模型」成為可能。與國際相比，美國、加拿大、英國、日本、新加坡等國家早已建置不動產自動估價模型，並實際運用於政府稅捐稽徵、銀行房貸評估等流程，而台灣目前在該領域的應用仍處於建置與導入的發展階段。本研究分析個案公司「安富財經科技股份有限公司」及其核心產品「好時價（House+）」自動估價公益平台。個案公司率先全台運用不動產實價登錄資料庫開發自動估價模型並建置平台，於2015年底正式上線並開放社會大眾使用，且至今已協助數個政府部門及金融機構導入或建置不動產自動估價模型。本研究應用商業模式畫布圖解構個案公司的商業模式九大元素，並以策略行銷4C架構分析其如何降低政府部門、金融機構及社會大眾等三類目標客群的外顯及內隱交易成本，進一步探討個案公司成功與目標客群合作的關鍵因素。本研究發現，個案公司透過不動產自動估價模型提升政府稅捐稽徵及銀行房貸業務之效率並降低人力及時間成本，以及增進台灣房市透明度的價值主張，在其關鍵資源、關鍵活動、關鍵合作夥伴及通路的配合下，有效傳遞至目標客群並至提升獲益感受，同時降低目標客群的資訊搜集成本、道德危機成本、專屬陷入成本，成功與相當注重廠商實績的政府部門以及被高度監管的金融機構展開合作，並在合作後維持良好的顧客關係，打造出獨一無二且可被信任的品牌形象，進而形成能夠持續獲利的商業模式。

關鍵字

新創公司；金融科技；策略行銷；商業模式；好時價；自動估價模型

並列摘要

In Taiwan, the actual price registration system for real estate transactions was launched in August 2012. With the implementation of the system, the transaction data started to accumulate, making the building of an automated valuation model (AVM) using real estate big data possible. Compared to the rest of the world, developed countries such as the US, Canada, the UK, Japan, and Singapore have already built their own AVM(s) and have practically utilized it in tax base valuation and collateral valuation. As for Taiwan, the use of AVM is still in the developing phase of building and importation. This case study analyzes Anfu Solutions, Inc. and its core product House+ Automated Valuation Platform. Anfu Solutions utilized actual price data of real estate transactions to build the first AVM and the platform in Taiwan and released it to the public in December 2015. Today, it has cooperated with several official sectors and banking industries in building and importing AVM. This case study uses Business Model Canvas to deconstruct the nine elements of the business model of Anfu Solutions and the 4C framework of strategic marketing to analyze how Anfu Solutions lowered its target customers’ explicit and implicit transaction costs and explored the key success factors for the company to cooperate with its target customers. This case study finds that, with the integration of its key resources, key activities, key partners, and channels, Anfu Solutions effectively delivered its value propositions: to boost the efficiency of the real estate tax process of the official sectors, to speed up the mortgage process of the banking industry and to level up the transparency of housing market in Taiwan to its target customers. In the meantime, Anfu Solutions increased the benefits and decreased the costs of utility, information search, moral hazard, and asset specificity of its target customers. Hence, it has successfully cooperated with the official sectors that highly emphasizes the track records and the banking industry that are highly regulated. Anfu Solutions also maintained good customer relationships with its clients, creating a unique and trustworthy brand image and generating a sustainable business model.