A不動產仲介經紀公司發展戰略研究

Abstract

臺灣地區不動產市場，自2014年以來呈現穩定增長的熱絡景象，由於不動產市場的向好、雖對不動產仲介經紀業帶來績效成長的機遇，因進入門檻低，吸引眾多新進入者加入，家數及人數大量增加，對現有經營者造成挑戰，亦對整體行業未來發展產生重大影響，同時在數位科技技術大力發展下，不動產行銷推廣已由傳統行銷工具加速轉向數位工具發展，雖帶來成本降低及效益提升的機遇，亦對數位科技應用帶來挑戰，A公司面對上述機遇與挑戰，宜制定合理的發展與競爭戰略，透過戰略的實施及保障措施，來達成加速組織發展、強化競爭力及總體績效目標。 本文先進行不動產仲介經紀業的現況及未來發展趨勢分析，藉由PEST分析及波特五力模型分析來探討外部戰略環境之機會與威脅，透過價值鏈分析及VRIO分析來探討內部戰略環境之優勢與劣勢及自身擁有的資源及能力，結合SWOT分析，得到SO戰略、WO戰略、WT戰略及ST戰略，制定A公司多元化戰略與差異化競爭戰略，進一步做戰略選擇，提出戰略實施及保障措施來達成發展戰略目標。 本文研究結論包括: 運用組織架構及營運模式重整的多元化戰略，持續擴大仲介業務體系規模，同步擴增社會住宅包租代管業務體系及發展室內裝修業務體系，共同形成一體化服務體系，達到擴大組織規模、拓展經營層面及加速組織發展目標，同時通過強化數位科技應用及業務體系擴張的差異化競爭戰略，來扭轉與同業在競爭上的劣勢，達到強化總體競爭力及提升總體績效目標。 本文系統性提出發展戰略，擬定A公司未來發展方向，從仲介業務體系擴大生態圈，到橫向、縱向整合形成一體化服務體系的生態鏈，開創不動產仲介經紀業全新的營運領域。

The real estate market in Taiwan of China has been steadily growing since 2014. The growth of the real estate market brings more opportunities and revenue. Still, it also brings more newcomers to join this industry since the qualifications to enter this industry are relatively low. With more stores opening and the increment of real estate brokers, it greatly impacts the competitors in this market, not only for the veterans but also for the entire industry. Meanwhile, the rapid development of digital technology has expedited the transition of the real estate business strategic tools from conventional to digitized tools. Still, it also brings more challenges to its applications. Facing the challenges and the circumstances above, Company A has developed a reasonable business strategic plan to expedite the organization's development and the team's competencies through strategic execution and safety mechanisms. This research will first focus on the analysis of the present and future of the real estate industry trends through PEST analysis and the Porter Five Forces analysis to discuss the opportunities and threats of the external environment; furthermore, it will utilize Value Chain Analysis and VRIO to analyze the pros, cons, resources of individuals, and competences to the internal environment of Company A. It then uses the SWOT analysis tool to analyze SO, WO, WT, and ST situations to finalize the business strategies of Company A. The actual execution and the protection mechanisms of these business strategies will help to accomplish the ultimate goals. The developments of this research paper include: initiating the reconstruction of the organization structure and the business model of Company A to enlarge the scale, increase the public housing subleasing business, and develop the interior design sub-organization to become a multi-business firm to reach out to different fields and expedite the progress of accomplishing the goal of organization developing. Meanwhile, Company A also uses the differences in digital technology applications and the expansion of the organization’s differences to compensate for the shortage and strengthen the overall competencies and efficiencies. This research paper has provided systematic development strategies, cultivated the future direction of Company A from the ecosystem of real estate to horizontal and vertical integrations of the ecological chain, and invented a new operating standard for the real estate business.