海外不動產投資經紀業的經營策略：以日本信義房屋不動產株式會社為例

Abstract

台灣是個高度自由的市場經濟體，長期以出口為導向，推動外貿經濟發展。近年來，台灣歷經金融海嘯(2008年)、歐債危機(2010年)、COVID-19疫情（2020-2022年）等重大全球經濟風暴的挑戰。 但台灣面對這些挑戰，卻依然保持強勁的競爭力，展現經濟韌性。尤其近年國際科技業的持續創新，讓台灣科技產業蓬勃發展，也帶動台灣整體經濟持續成長。根據國際貨幣基金組織（IMF）2024年統計，台灣人均GDP已成長至34,430美元，甚至超越韓國與日本，進一步凸顯台灣經濟發展的成就。 隨著經濟成長，同時推動資本市場與房地產投資熱潮，投資者資金湧向不動產市場，造成台灣房價高漲。政府自2010年起便推動房地合一稅等房市調控政策，並導致部分資金外流至海外不動產市場，刺激國人對海外房地產的投資需求。根據內政部統計，台灣經營海外不動產的業者數量從2013年的150家快速增長至2022年已突破了500家，顯示台灣投資者對國外不動產的高度關注。 在這波海外房地產投資熱潮中，不動產經紀業者面臨激烈競爭，如何透過有效的經營策略在市場中脫穎而出，成為企業成長的關鍵。本研究以日本信義房屋不動產株式會社(日本信義)為個案，分析其國際化經營模式、品牌策略、數位轉型、以及市場競爭優勢。並探討日本信義如何因應日本當地市場需求，成功發展業務並維持競爭力。本研究結果將提供台灣不動產經紀業者在海外市場拓展的策略參考，並提出未來發展建議，以提升企業在全球市場的競爭優勢。

Taiwan is a highly liberal market economy, long driven by an export-oriented approach that fosters foreign trade and economic development. In recent years, Taiwan has faced major global economic crises, including the financial crisis (2008), the European debt crisis (2010), and the COVID-19 pandemic (2020-2022).

Despite these challenges, Taiwan has maintained strong competitiveness and demonstrated economic resilience. In particular, the continuous innovation in the international technology industry has fueled the growth of Taiwan's technology sector, which in turn has contributed to the overall economic expansion. According to the International Monetary Fund (IMF) statistics in 2024, Taiwan's per capita GDP has reached $34,430, surpassing both South Korea and Japan, further highlighting Taiwan's economic achievements.

With economic growth, capital markets and real estate investments have surged, leading to a significant rise in property prices in Taiwan. Since 2010, the government has implemented housing market regulations, such as the consolidated housing and land tax, which have driven some capital outflows into overseas real estate markets, further stimulating Taiwanese investors' interest in foreign real estate. According to the Ministry of the Interior, the number of Taiwanese firms engaged in overseas real estate transactions has grown rapidly from 150 in 2013 to over 500 by 2022, indicating strong interest in foreign property investments.

Amid this wave of overseas real estate investment, real estate brokerage firms face fierce competition. Developing effective business strategies to stand out in the market has become key to corporate growth. This study examines the case of Sinyi Realty Inc. Japan (Japan Sinyi) to analyze its international business model, branding strategies, digital transformation, and competitive advantages. It explores how Japan Sinyi has successfully adapted to local market demands, expanded its business, and maintained its competitiveness. The findings of this study aim to provide strategic insights for Taiwanese real estate brokerage firms seeking to expand into overseas markets and offer recommendations to enhance their global market competitiveness.