區域密集連鎖策略與組織控管－房屋仲介業個案研究

卓秀足; 郭文亮; 胡哲生

doi:10.6656/MR.2010.29.3.CHI.123

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P123 - 140

Social Sciences > Economics
Social Sciences > Management

DOI： 10.6656/MR

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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 / 01) ， P123 - 140

繁體中文 DOI： 10.6656/MR.2010.29.3.CHI.123

加盟連鎖；連鎖策略；市場滲透；組織控管；房屋仲介業； Franchise ； Chain Strategy ； Market Penetration ； Organization Control ； Residential Real Estate Brokerage Industry

Abstract │ Reference (54) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 54 ) 〈TOP〉

林妙雀(2005)。專屬資源、連鎖經營控制、行銷策略組合對企業競爭力影響之研究—以臺灣地區連鎖咖啡店加以實證。朝陽商管評論，4(2)，1-40。
連結：
彭建文(2003)。不動產仲介業經營型態對經營績效之影響。台灣土地研究，6(2)，61-78。
連結：
Ansoff, Igor H.(1957).Strategies for Diversification.Harvard Business Review,35(5),113-124.
Arthur, Brian W.(1994).Increasing Returns and Path Dependence in the Economy.Ann Arbor, Michigan:University of Michigan Press.
Badovick, Gordon J.,Beatty, Sharon E.(1987).Shared Organizational Values: Measurement and Impact Upon Strategic Marketing Implementation.Journal of the Academy of Marketing Science,15(1),19-26.

Times Cited ( 1 ) 〈TOP〉

李天行(2012)。連鎖KTV展店評估模式之研究。中央大學管理學院高階主管企管碩士班學位論文。2012。1-180。

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