房仲業經營策略之探討-以某公司為例

A study on business strategy for real-estate franchising stores —the case of the company

陳經國(Ching-Kuo Chen)

指導教授 ： 鄭雅穗

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

https://doi.org/10.6838/YZU.2012.00216

摘要

房屋仲介業近年來面對多樣的競爭性，且在傳統房仲業經營與現代潮流激盪的轉型趨勢下，必需如何跳脫以往傳統作業之模式、掌握時機且做出正確之策略思維與行動。因此希望分析房屋仲介業目前之經營現況，藉由整體房屋仲介業之內外在環境優劣勢分析與個案公司之現況分析，提出個案公司經營銷售之策略。
本研究主要是採取產業分析研究方法。其研究成果如下：
一、目前在台灣大型連鎖式房屋仲介業者，可以「九大房仲」為代表，所謂「九大房仲」指的是：信義房屋、永慶房屋、東森房屋、太平洋房屋、有巢氏房屋、住商不動產、中信房屋、台灣房屋與21世紀不動產。經營型態可分為直營店、連鎖加盟店及非連鎖加盟店。
二、個案公司（信義房屋、永慶房屋）在企業競爭優勢部份，則：包括：1.具有品牌優勢；2.規模經濟的成本優勢；3.企業資源的有效整合；4.關係企業間相互支援的綜效；5.服務創新的能力；6.重視人才的培育等。
三、我國房屋仲介業產業業者的競爭策略：1.加強區域內各分店合作，使顧客能有效且快速共享同一區段之資源；2.服務流程與組織改善，藉流程的彈性化與組織機動性能快速因應客戶需求。

關鍵字

房仲加盟店 ； 競爭策略 ； 環境分析 ； 五力分析 ； SWOT分析 ； 經營策略

並列摘要

The real estate industry in recent years to face a variety of competing in the transformation trend of traditional real estate brokers operating stirring with modern trends, it is necessary to escape from the traditional job model and seize every opportunity and make the right strategic thinking and action. Therefore, we hope to analyze the operating of the real estate brokers the current status of analysis, by the the inside and outside the of the overall real estate brokers of the current situation of the in the analysis and case company of environmental advantages and disadvantages of and to put forward the strategy of the cases company to operate sales. This study is to take the industry analysis methods. Results of the research are as follows:
1. The large chain of Real Estate Brokers who can nine big companies, The management style can be divided into the outlets, chain stores and chain stores.
2. The case company's competitive advantage, including: brand; advantage the cost advantage of economies of scale; the effective integration of enterprise resource; the synergy of the relationship between enterprises and mutual support; service innovation capability; attention to the nurturing of talents.
3. Taiwan's real estate industry competitive strategy: to strengthen cooperation in various branches within the region, so that customers can effectively and quickly share the resources of the same section; the process of service delivery and organizational improvement, by the process flexibility and mobility of the Organization to respond quickly to customer needs.

並列關鍵字

five forces analysis ； SWOT analysis ； business strategy ； Real Estate Franchising Store ； competitive strategy ； environmental analysis

參考文獻

Ginter, P.M., and Duncan, W.J. (1990). Macro Environmental Analysis for Strategic Management. Long Range Planning, 23(6), 91-100.

Porter, M.E. (1980). Competitive strategy. New York: Free Press.

Porter, M.E. (1985). Competitive Advantage. New York: Free Press.

台灣經濟研究院全球資訊網 。網址：http://www.tier.org.tw/

一、英文部份