由於經濟起飛後國內房仲品牌紛紛出現,尤其台灣加入WTO後,國外品牌以授權加盟形態進入國內市場導致本地房仲品牌與國際品牌相互競爭。為了生存國外與國內品牌不斷以授權或加盟的方式擴展業務版圖,並且房仲業務進入之門檻相當低,因此造成國內房屋仲介市場競爭激烈。而顧客對於房仲業務具有一成不變的形象,因此房仲品牌如何在市場中突出於競爭對手,並且贏得顧客認同,是值得探討的議題。尤其目前探討房仲業品牌之研究文獻不足。 由上述本研究將探討溝通策略、品牌策略、關係信任、品牌聯想以及品牌績效之關係,並以房仲業作為實證。在建立模式與進行分析資料部分,本研究將利用AMOS統計分析軟體進行結構方程模式(Structural Equation Model,SEM)分析。 研究發現溝通策略以品牌策略與品牌聯想為間接變數影響品牌績效,並且由於房仲業之產品特性是具高購買涉入性,因此對於房仲業關係信任與品牌績效之正向影響於本研究中未獲得支持。
The rapid growth of Taiwan’s economy leads to the foundation of numerous domestic Real Estate Agents. In particularly, due to many foreign Real Estate Agents have entered Taiwan market after the nation joining WTO, the competition within real estate broking market has became more severe. That why a strong brand is necessary for any company in order to get salient in the market. However, the knowledge about Real Estate Agents brand is deficient for professional in practicing. According the problem mentioned above, this study discusses about the relationship of Communications Strategy, Brands Strategy, Relationship Trust, Brand Associations and Brand Performance, in the theme of Real Estate Agents. The study applies AMOS statistical analysis software to analyze Structural Equation Model (SEM) for building model and making data analysis. This study reveals the Communication strategy affects the Brand Performance with the Brand Associations and Brand Strategy as a mediate variance. Besides, because of the characteristics of output product of Real Estate Agents is high involvement, the Relationship Trust affects the Brand Performance insignificantly in this study.