房屋仲介業之行銷策略

房屋仲介業在傳統經營與現代潮流趨勢下，面對多樣的競爭性，需跳脫傳統作業模式，掌握時機做出正確之策略。本研究分析房屋仲介業現況，藉由房仲介業之內外在環境現況討論，提出市場經營行銷之策略。一、目前大型連鎖房屋仲介業者，包括信義房屋、群義不動產、太平洋房屋、東森房屋、有巢氏房屋、中信房屋、住商不動產、台灣房屋、永慶房屋與 21 世紀不動產等。經營型態有連鎖加盟店、直營店、及非連鎖加盟店。二、信義房屋和永慶房屋具有品牌優勢、規模經濟、資源有效整合、服務創新、人才培育等，具有企業競爭優勢。三、當前房仲業市場產業策略如下： 1.加強各分店合作，使顧客共享資源 2. 改善服務組織，彈性化與機動性因應客戶需求。關鍵字:房屋仲介業、行銷策略

關鍵字

房屋仲介業；行銷策略

並列摘要

Under the trend of traditional management and modern trend, the housing agency industry needs to break away from the traditional operation mode and grasp the opportunity to make the correct strategy. Therefore, this study analyzes the current situation of the housing agency industry, and put forward marketing strategies by analyzing the current situation of the internal and external environment of the housing agency industry. Findings of this study are as follows: 1. Large chain housing agencies, such as Xinyi Housing, Qunyi Real Estate, Pacific housing, Dongsen housing, Youchao housing, Citic housing, Zhushang real estate, Taiwan housing, Yongqing housing and 21st Century real estate, etc. Business types are chain stores, direct-own stores, and non-chain stores. 2. Xinyi housing and Yongqing housing have enterprise competitive advantages, brand advantages, economies of scale, effective integration of resources, service innovation, talent cultivation, etc. 3. Industrial strategy of housing market includes strengthening cooperation among branches so that customers can share resources; improving service organization and flexibility to meet customer needs. Keywords: housing agency, marketing strategy