以藍海策略架構分析租賃住宅經營模式

Business Model Analysis of Rental Housing by Blue-Ocean Strategy Framework

胡金芝(Jin-Tzu Hu)

指導教授 ： 蔡文鈞

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200152

摘要

本研究以藍海策略構思，分析探討租賃市場的個案經營模式，而更加瞭解租賃不同經營服務模式，超越突破目前所遇到的問題及競爭因素，進而創造沒有競爭對手的永續經營市場；而在租賃市場的利潤及價值成本的衝突改善，可以創造更多新的市場需求；健全租賃經營管理的模式，可以提升租屋案件設備及服務，也可以追求租件產品差異化和降低成本，透過創造有效需求進行服務價值的差異化，改變經營模式創造最大的剩餘利潤。
針對房屋租賃業的探討及利用藍海策略(Kim & Mauborgne, 2005)所提及之「四項行動架構」及「策略草圖」兩種工具建立出新的價值曲線。接著以擬定藍海策略之步驟，利用重建市場邊界的六大途徑架構、聚焦願景的策略草圖、超越現有需求的三個層次的非顧客及策略次序驗證，來思考並檢視房屋租賃業內、外部所面臨的問題以及找出因應對策。
以藍海策略(Kim & Mauborgne, 2005)的方法來分析租賃產業之生存競爭因素，租賃市場的共同性與與資源相似性的競爭目標資料，可分析雙方效益、策略定價、目標成本與成功機率、風險承擔但須多方查證後，選擇正確的最佳決策；執行決策後繪製策略草圖並分析價值曲線；探討四項行動架構（刪除、減少、增加、創造），及繪製租賃市場未來之策略框架與價值曲線；策略分析將明確知道未來的租賃市場策略目標與經營績效。而透過國內租賃住宅理案例分析，更加了解房屋租賃市場的生存之道，而經營及創新管理的發展空間無限，更加締造優勢的租賃藍海商機。

關鍵字

房屋租賃市場 ； 策略草圖 ； 四項行動架構 ； 藍海策略

並列摘要

This research, the concept of Blue Ocean Strategy analysis to investigate the case and business model of the rental market, a better understanding of the leasingbusiness service model, beyond the break through the current problems encountered and competitive factors, and thus create a sustainable marketcompetitors;in the rental market profits and the value of the cost of conflict toimprove, you can create new market demand; can pursue rental product differentiation and cost reduction in the lease management mode to enhance therent cases of equipment and services, but also through the creation ofeffectiveneeds the value of the difference, to change their business models tocreate the largest remaining profits.
For the rental industry to explore and use the Blue Ocean Strategy (Kim & Mauborgne, 2005) referred to the "four framework for action" and "strategysketch" Both of these tools to establish a new value curve. Then to think about thesteps to develop the Blue Ocean strategy using the framework of the six ways toreconstruct market boundaries, focused vision of the strategy sketch, beyond theexisting demand for non-customers and strategies of the three levels of the orderverification, and view the rental industry, external the problems faced and to identify countermeasures.

Blue Ocean Strateg lyze the survivalof the leasing industry competitive factors, competition target the rental market commonality and resource similarity, can analyze the effectiveness of both sides, strategic pricing, target cost and probability of success. risk into a bear, but to bemulti-party verification, select the correct decision-making; implement decisionsdraw a strategy canvas and analysis of the value curve; explore the fourframework for action (remove, reduce, increase, creation), and draw theframework of the future strategy of the rental market curve; policy analysis willclearly know the future of the strategic objectives of the rental market and operating performance and value. Through the leasing of residential managementcase analysis, a better understanding of the survival of the rental market, andunlimited space for development of business and innovation management, andmore to create the advantage of leasing of blue ocean opportunities.

並列關鍵字

Blue Ocean Strategy ； Housing rental market ； Strategy sketch ； Four actions framework

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