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https://nccur.lib.nccu.edu.tw/handle/140.119/157690
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| Title: | 後疫情時代房仲業轉型研究 -- 以永長公司為例
Research on the Transformation of the Real Estate Agency Industry in the Post-Pandemic Era -- A Case Study of Yongchang Company |
| Authors: | 何紅櫻
Ho, Hung-Ying |
| Contributors: | 羅明琇
何紅櫻
Ho, Hung-Ying |
| Keywords: | 數位轉型
不動產顧問
社群行銷
房仲平台
Digital Transformation
Real Estate Consultant
Social Media Marketing
Brokerage Platform |
| Date: | 2025 |
| Issue Date: | 2025-07-01 14:22:16 (UTC+8) |
| Abstract: | 本研究以永長不動產公司為個案，探討其在COVID-19疫情後如何透過數位轉型、多元化服務、顧問化組織與人才策略轉型，從傳統房仲進化為平台型房地產服務商。本研究採質性方法，結合第一手訪談、實務觀察與文獻分析，深入剖析企業於疫情期間如何因應市場快速變化，導入CRM系統、自媒體、包租代管及跨產業聯盟等策略。研究發現，數位導向、顧問式職能、員工訓練價值整合為成功關鍵。
This study explores the post-COVID-19 transformation of Yongchang Real Estate Co. in Taiwan through digital innovation, diversified services, and organizational restructuring. Using qualitative methods including interviews, field observation, and secondary data analysis, the research outlines how the company pivoted from traditional brokerage to a platform-based property service provider. Key strategies such as CRM integration, self-media operations, property management services, and cross-industry alliances were investigated. Findings suggest that digitalization, advisor-type training systems, and ESG integration are critical to post-pandemic business resilience and value creation. |
| Reference: | 內政部不動產資訊平台. (2024). 住宅價格與交易統計. https://pip.moi.gov.tw/
中央銀行. (2023). 選擇性信用管制政策彙編. https://www.cbc.gov.tw/
財政部. (2021). 房地合一稅2.0法令公告. https://www.mof.gov.tw/
國家發展委員會. (2023). 租賃住宅與社會住宅政策報告. https://www.ndc.gov.tw/
Deloitte Touche Tohmatsu Limited. (2022). 2022 Global Real Estate Tech Report. https://www2.deloitte.com
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley.
Yang, T.-H., & Liu, M.-C. (2022). COVID-19 and housing market resilience in East Asia: Evidence from Taiwan. Journal of Housing Economics, 56, 101905. https://doi.org/10.1016/j.jhe.2022.101905
Wu, H. (2023). Multi-level housing policy and market reaction in Taiwan: From transparency to taxation. Housing Policy Debate, 33(2), 132–158. https://doi.org/10.1080/10511482.2023.2042145 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932415 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932415 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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