房地產經紀業者之互聯網經營模式與策略發展－信義房屋網站之個案研究

Abstract

本研究在探討互聯網技術的創新，對傳統房地產經紀業者的衝擊，藉由個案公司在引入互聯網技術，建立網站與運行的過程裡，瞭解傳統房地產經紀業者因互聯網的影響對企業經營模式與策略的變革。本研究的架構上分為三個層次；首先，探討互聯網對房地產產業的價值鏈活動是否發生「去中介化」的現象；其次，藉由Afuah所彙整論述的「互聯網對企業經營模式的動態性」理論，了解各學者不同的主張模式，以便學習因互聯網的創新，房地產經紀業者在經營模式上應採取的策略作為；最後，是以「兩方市場的平台媒介網絡」架構，來探討如何經營房地產網絡平台的策略。從以上的文獻分析與觀察國內外房地產知名網站的發展趨勢，及消費者的研究調查資料，和個案公司的互聯網網站之發展歷程作對照探討，並提出對個案公司未來互聯網經營模式與策略的建議，期望藉由此一個案研究，提供傳統產業在實務上面臨互聯網興起的挑戰時，或引入互聯網技術創新應注意的變革與因應的作為。

This research is a case study approach to understand the impact of Internet technology innovation to the traditional real estate brokerage, thought reviewing the case of company by the introduction of Internet technology that created a website with running the course, to comprehend the traditional brokers how to change its business model and strategies. In the framework of this research on three levels: First of all, the real estate industry on value chain activities whether is arising to “Disintermediation effects” due to Internet. Secondly, based on Afuah’s “Dynamics of Internet business models” discuss by the idea of different scholar’s models, in order to learn the company in Internet business model should be adopted strategies. Finally, apply the analysis of “Platform-mediated network for two-sided markets” to study how to run the real estate platform of Internet website. From the above analysis, and survey the well-known real estate website of the trend of development, and consumer behavior research data, to make the comparison with the studied company on Internet developed progressing, for proposal that future Internet business model and strategies of the case of company. Those results will provide the traditional brokers substantive aid to face Internet challenges, or the introduction of Internet technology should pay attention to innovation and change as a result should be.