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    題名: 房屋仲介加盟品牌之策略行銷分析 --以T公司為例
    Strategic Marketing Analysis of Franchise Chain Company in Real Estate Agency - T Company as Case Study
    作者: 林培雯
    LIN, Pei-Wen
    貢獻者: 巫立宇
    Wu Lei-Yu
    林培雯
    LIN Pei-Wen
    關鍵詞: 策略行銷分析
    4C架構
    加盟
    房仲
    日期: 2022
    上傳時間: 2022-09-02 14:55:11 (UTC+8)
    摘要: 台灣房地產近年在經濟成長、資金寬鬆、利率偏低、房產通膨的影響，交易量居高不下，相對的房仲從業人員增加，房屋仲介市場的加盟品牌店數更是愈來愈多，密度愈來愈高，各大房仲加盟品牌也期在競爭的市場中能提高市佔率，「中華民國不動產仲介經紀商業同業公會全國聯合會」統計全台約6,809間房仲公司，全台性連鎖加盟品牌共3,811間，約市佔56%，其證明以加盟方式經營房屋仲介業已為主流策略，加盟主與其加盟總部的關係如同車之雙軌、鳥之雙翼，如何共創雙贏，本研究透過個案公司於房仲市場直營經營38年、加盟品牌經營約16年，提供加盟主的服務以策略行銷4C架構分析，訪談市場區域具指標性加盟代表來探究在嚴峻競爭房仲加盟市場環境中，加盟主應有競爭優勢的關鍵要素是甚麼，進而協助就成為長久經營的重要關鍵。
    本研究透過相關的文獻整理，以4C為架構：外顯單位效益成本（C1）、資訊搜尋成本（C2）、道德危機成本（C3）及專屬陷入成本（C4），分析個案公司現有4C行銷策略，並以訪談加盟店東，依據訪談內容歸納、整理，分析個案公司以策略行銷架構（4C）在經營上之應用性。
    透過4C的架構分析，及訪談個案公司的加盟主，本研究發現個案公司在協助加盟主創業初期協助如何提昇效益、降低成本，對加盟主非常重要，以及要持續的創新業務系統產品來協助加盟主因應市場的變動，進一步讓加盟主產生更多的專屬陷入連結，也是個案公司要努力的方向，期透過研究結果，可以在眾多競爭連鎖品牌中，提供指引個案公司建立行銷策略，強化內部的核心價值及競爭力。
    Real estate in Taiwan has remained prosperous with large amount of transaction due to economic growth, loose fund, low interest rate and inflation. More and more people are going into relevant industry while number of franchised stores has increased significantly, all major brands are expecting to expand market share in the competitive market. “National Federation of Real Estate Brokerage and Commercial Associations of the Republic of China” counts about 6,809 real estate companies in Taiwan, among them there are total of 3,811 franchised brands, accounting for 56% of the market, which proves that the franchise method has become the mainstream strategy in the housing agency industry. The relationship between franchise owners and their franchise headquarters is like the track of a car and the wings of a bird which is very important to create a win-win situation. This case is studying a company with 38 years of experience in real estate brokerage market and about 16 years of franchise brand management, providing franchisee services and strategic marketing 4C structure analysis. By interviewing representative franchise representatives in the market to explore how to join in the severe competitive real estate brokerage franchise market environment, to understand the critical elements for a company to have competitive advantage and long-term operation.
    This study puts together relevant literatures and takes 4Cs as the framework: explicit unit benefit cost (C1), information search cost (C2), moral crisis cost (C3) and exclusive trapping cost (C4). Analyze existing 4C marketing strategies of case companies and interview franchise owners to gather the information needed for summary, according to the content to justify the application of the strategic marketing framework (4C) in the operation of case company.
    Through the 4C structure analysis and interviews with the franchisees of the case company, this research finds out how important it is for company to help the franchisees to improve efficiency and reduce costs in the early stage of their business. It is also necessary to continue to innovate business system products to assist franchisees in response to changes in the market, this action will further allow franchisees to generate more exclusive attachment to the company which is also the direction that the case company should strive for. Through the research results it can provide guidance for the case company to establish a marketing strategy among many competing chain companies and strengthen the internal core values and competitiveness.
    參考文獻: 書籍
    1.巫立宇、邱志聖(2015)，銷售與顧客關係管理，台北市：新陸書局。
    2.邱志聖(2020)，策略行銷分析:架構與實務第五版，台北市：智勝文化。

    網際網路
    1.「中華民國不動產仲介經紀商業同業公會全國聯合會」，公會不動產經紀業會員家數統計表
    檢自http://www.taiwanhouse.org.tw/a/blogs/show/3092709
    2.2021年房屋移轉棟數34.8萬棟 創8年新高，上網時間 2022年1月27日，檢自https://news.591.com.tw/news/7708
    3.走得遠！台灣房屋推出加盟店月費優惠」，上網時間2021年6月1日經濟日報 記者游智文 即時報導，檢自https://udn.com/news/story/7241/5499909

    法條
    1.「不動產經紀業廣告處理原則」第五條，線上資料
    https://glrs.moi.gov.tw/NewsContent.aspx?id=1549
    2.不動產經紀管理條例，第七條、第十八條、第二十條，全國法規資料庫，線上資料。
    https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=D0060066
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    109932117
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109932117
    資料類型: thesis
    DOI: 10.6814/NCCU202201277
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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