不動產業經營模式探討-從房屋仲介觀點探討與創新

Study on Operating Models of Real Estate Industry – Exploration and Innovation from the Perspective of Real Estate Brokerages

邱俊瑋(Chin-Wen Chu)

指導教授 ： 鄭明安

共同指導教授 ： 陳賢名

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2017年)

摘要

摘要
不動產業中，在2016年統計，房屋仲介有有6440間，代表每一間房仲的經營模式都不一樣，各種類型都有，登記從商號、公司、加盟、直營發展的都有，而不動產仲介業又具有代表性與獨特性，且異於一般商品，因為交易金額大，在交易的過程中，需要高度的信任與專業，所以經營模式的探討是非常關鍵的，但也因為時代的變遷在改變，因此，從不動產業經營模式整體中的房屋仲介的觀點去探討、分析與創新經營模式。
本研究中從文獻探討中找出房地產定義與發展歷史，並從何謂房屋仲介開始，且找出成功因素與策略定位。仲介業在市場上為了加入便利的效率，對於消費者的價值有時間、金錢、位置以及滿足等需求，且在策略定位中從目標市場、區域選址、經營規模、品牌選擇、店面裝潢等主軸，找分別找了五間不同的仲介公司，做深度訪談調查，再用一間主軸對比經營型態的不同，各因素的差異化。
研究結果為未來要經營一間不動產房屋仲介公司的選擇是直營、加盟、自創品牌，可以直接有效的作分析，並且建議整合地政士、不動產經紀人、不動產估價師等國家證照或推動不動產業規劃師，加入更多的元素讓不動產業的未來可以永續發展經營。

關鍵字

不動產業 ； 房屋仲介 ； 經營模式 ； 不動產規劃師 ； 臣德地產

並列摘要

Abstract

According to the statistics of 2016, in the real estate industry in Taiwan, there are 6440 real estate brokerages, conducting their business in various kinds of operating models and registered as shops, companies, and franchisees or branch offices of brokerage chains. Real estate brokerage industry is a unique domain, dealing with what is quite different from general commodities. As the transaction amount involved is enormous and high level of trust and professionalism is required during the transacting process, it is vital to explore its operating models. However, with the changing of times, it is necessary to discuss the operating models of real estate industry as a whole, focusing specifically on exploring, analyzing and innovating these models from the perspective of real estate brokerages.

This paper searches for the definitions of real property and real estate brokerage industry as well as the development history of the latter by studying the relevant literature. Beginning with the question of what a real estate brokerage is, it aims to find out factors of their success and their strategic positioning. In order to facilitate sales and marketing, real estate brokers try to meet customers’ demands in terms of time, price, location and other conditions As for strategic positioning, target market, area and location, scale of operation, selection of brand and decoration of shop/office are major considerations. Accordingly, five different brokerages were chosen and they were interviewed and examined in depth. Then, one of them was assigned the lead role while the other four were compared with it to find out the differences in their operating models and their dissimilarities with respect to each of the strategic positioning factor.

In conclusion, it is found that in future when anyone decides to set up a real estate brokerage, one may choose among a branch office or franchisee of a brokerage chain or a self-created brand by referring to the direct and effective analysis provided in this paper. Besides, it is proposed that holders of such national licenses as the land administration agent, the licensed real estate agent and the real estate appraiser be integrated into the real estate brokerage industry or the licensing of real estate planner be promoted, hoping that the addition of these new elements may bring about sustainable development of the entire real estate industry in future.

並列關鍵字

real estate industry ； real estate brokerage industry ； operating model ； real estate planner

參考文獻

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