不動產仲介業策略規劃之個案研究-以雙新不動產為例

生態系中，為了使物種得以延續，尋找並建造一個安全且牢固的巢穴乃為多數動物之本能。「居住需求」為人類之資本需求，固然是不可或缺，經由時代變遷，經濟環境追求更有效率地形成專業分工，因而衍伸出房屋仲介產業之需求。本研究將針對房屋仲介產業進行研究，探討房屋仲介產業之發展歷史沿革、現今產業情況與未來發展趨勢，並使用個案分析法，加入現今產業經營者之實務經驗，使本研究內容更具完整性。本文一開始先收集不動產仲介相關文獻，了解不動產仲介產業之產業現況與相關資訊，再利用個案分析與人員訪談法，以雙新不動產公司經營管理者為訪談對象，獲得不動產仲介實務方面相關資訊。隨後，再使用周少凱(2001)提出之CWBP之策略規劃架構，分析出雙新不動產之企業定位、經營環境偵測、競爭態勢分析、成功要因分析，最後依照分析結果擬定雙新不動產公司以資訊科技提升品牌知名度之行銷策略規劃。為了提高雙新不動產之品牌知名度，本研究研擬出雙新不動產之行動發展策略企劃，該行動計畫主要目的為應用數位媒體，提升顧客對雙新不動產公司品牌之認識，並且利用數位科技提供顧客更完善服務，獲得顧客信任與正面評價。

關鍵字

不動產仲介業；策略規劃；數位科技應用

並列摘要

In the ecosystem, in order to continue the species, finding and building a safe and firm nest is the instinct of most animals. "Residential demand" is the capital demand of human beings. Although it is indispensable, through the changes of the times, the economic environment pursues a more efficient formation of professional division of labor, thus extending the demand of the real estate agency. This thesis will conduct research on the real estate agency, explore the historical evolution of the real estate agency, the current industry situation and future development trends, and use the case analysis method to join the practical experience of current industrial operators to make the content of this research more complete. First, we collect the relevant documents of real estate industry, in order to understand the current situation of the real estate industry and related information, and then use the case analysis and personnel interview method to interview the director of double pay real estate agency, and obtain the relevant information of real estate agency practice aspects. Subsequently, using the strategic planning framework of CWBP proposed by Chou,Shao-Kai (2001), the enterprise positioning, business environment detection, competitive situation analysis, and success factor analysis of double pay real estate were analyzed, and finally according to the analysis results, draw up the marketing strategy plan of double pay real estate agency. In order to improve the brand awareness of double pay real estate agency, this research has developed an action development strategy plan for dual real estate. The main purpose of this action plan is to apply digital media to enhance customers' understanding of double pay real estate agency brand and to provide digital technology. Customers are better served, gaining customer trust and positive evaluation.