區域密集連鎖策略與組織控管－房屋仲介業個案研究

The Local Intension Chain Strategy and Organization Control-A Case Study in the Residential Real Estate Brokerage Industry

卓秀足(Hsiu-Tsu Cho) ； 郭文亮(Wen-Liang Kuo) ； 胡哲生(Jer-San Hu)

《管理評論》 29卷3期 (2010/07) Pp. 123-140

https://doi.org/10.6656/MR.2010.29.3.CHI.123

摘要

本文探討特定市場範圍內，企業採取密集連鎖策略與管理模式對競爭力的影響。本研究採個案研究法，探討一家中部房屋仲介業者，如何以獨特的密集化連鎖策略思維與連鎖管理制度在台中地區密集展店。透過分析深度訪談內容與公司出版品等資料，本研究以房仲加盟連鎖業為對象，建構區域密集連鎖策略的理論架構與管理模式。首先，當連鎖業者的市場競爭地位處於組織資源不足、地理位置專家、產品與競爭者區隔、有當地結盟的歷史等情境時，會傾向採區域市場滲透，以密集連鎖的資源集中整合優勢，抗拒強勢品牌競爭者。再者，區域密集連鎖的展店策略主要內涵有二，一是「低門檻」加盟條件，鼓勵加盟者快速加入以密集展店；二是「地理密集」式展店，深入在地市場，掌握既有市場資訊與顧客關係等核心連鎖競爭資源，快速反應市場變動。最後，搭配以信任為基礎的市場促銷與連鎖控制機制，以利密集連鎖策略之施行。

關鍵字

加盟連鎖 ； 連鎖策略 ； 市場滲透 ； 組織控管 ； 房屋仲介業

並列摘要

This research aims to explore the impact on the competitiveness when a firm adopted a local intension strategy to expand chain stores in a specific geographical market. This paper is a case study investigating a residential real estate brokerage firm in Great Taichung area. Specially, the firm developed its chain stores extensively by its unique allied strategy and managing system in local market. This study provided a theoretical structure of a local intension chain strategy and its management & control mechanisms by analyzing the deep interview, as well as the secondary data such as firm publications. The findings would suggest that: (1) when the market's competitiveness was weak and the competitive context was under lacking of organization resource, being the expert of geographical location, segmenting product from competitors, and having local alliance history, the franchisor tended to adopt the strategy of district market penetration to resist the pressure from strong competitors; (2) there were two primary core criteria to develop intensive chain stores: one was the low threshold positioning to attract more franchisees and expand quickly; the other was the geographic intension to collect intensively the valuable information of the local market and capture at core resources (i.e. local market information and customer relationship) to promote competitive advantage; (3) it was feasible to strengthen organization competitiveness when the marketing promotion and management & control mechanisms based on trust were considered in implementing local intension strategy.

並列關鍵字

Franchise ； Chain Strategy ； Market Penetration ； Organization Control ； Residential Real Estate Brokerage Industry

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