本研究之主旨,在探討不動產業的加盟與自創品牌型態經營成功關鍵因素之比較研究,分析不動產業「連鎖加盟經營模式」與「自創品牌經營模式」成功關鍵因素的關聯與重要性。首先,透過文獻分析企業界及不動產業經營策略之影響因素,包含次級資料之蒐集及整合,設計出「連鎖加盟經營模式」與「自創品牌經營模式」的關鍵成功因素之參考指標。其次,將參考指標分成顧客關係管理、品牌因素、行銷因素、財務管理因素、企業整合能力、資訊系統因素等六大構面,並以不動產企業的經營管理團隊和中高階幹部為對象進行問卷調查,依據灰色GM(0,N)模型分析「連鎖加盟經營模式」與「自創品牌經營模式」不動產業之成功關鍵因素,分析結果顯示,「連鎖加盟經營模式」不動產企業之成功關鍵因素以「市場資訊掌握能力」最被重視,其次為「企業核心價值」、「產品品質(標的物)」、「客戶關係管理能力」及「行銷通路」;「自創品牌經營模式」不動產企業之成功關鍵因素以「資源整合能力」是最重視的部份,其次為「客戶關係管理能力」、「售前與售後服務」、「企業核心價值」及「市場資訊掌握能力」。本研究依分析結果據以歸納出提升不動產業在經營模式之成功關鍵因素,並將其經營模式關鍵因素排序反應出來,分析結果及研究探討將給與相關產業做為參考指標。
The purpose of this study is to compare the key success factors of real estate affiliate and owner brand. It also analyzes the importance of key success factor of real estate "franchise business model" and "owner branding business model". First, factors that influenced business strategy of business and real estate were analyzed through literature review, including collecting and integrating data to design key success factors of "franchise business model" and "owner branding business model". Next, references were divided into six groups including customers’ relation management, brand factors, marketing factors, financial management factors, cooperation integrating ability and information system factors. Each business team of real estate and higher position employees are the target population of this study. Results of key success factors of "franchise business model" and "owner branding business model" analyzed by R using Grey GM(0,N) model indicated that, "market information manage skills" is the most important factor for the "franchise business model" real estate business, followed "core value of cooperation", " product quality", " customers relation management ability" and "marketing method". On the other hand, "resources integrate ability" is the most significant part for "owner branding business model", followed "customers relation manage ability", "pre-sales and after-sales services", "core value of cooperation" and "market information manage skills". This study concluded the success key factors that enhance real estate business model with the results and provide as a citing for the related industries.