不動產企業之經營與發展策略分析-以A公司為例

Abstract

本研究以A公司為個案研究目標，它的前身是台灣第一個公共設施保留地開發團隊，歷年來隨著政府政策法令修正，業務主軸漸從高端稅務規劃轉型為容積代金服務及私有旣成道路投資及買賣。近年來更跨足都市更新業務，以代理實施模式全方位解決都市更新的所有難題。本研究透過五力分析模型協助了解個案產業結構競爭者及其競爭關鍵因素，再根據個案公司之資源與能力做出比較分析，並提出競爭及發展策略之建議，但作為新興服務領域，都市更新代理實施現況、競爭態勢等資訊尚無相關研究予以揭露。 為瞭解都市更新服務業之未來競爭策略，本研究透過代表性個案探討，對個案公司三大服務領域「都市更新」、「容積代金」及「私有既成道路投資」之產業現況、競爭態勢及與成長策略。研究結果如以下結論： 1. 公設設施保留地之私有既成道路投資買賣：因業務不穩定規模較小，維持核心能力被動等待業務，宜採維持策略維持現況。 2. 容積代金服務：市場規模適中且有穩定業務，但因競爭激烈宜整合下游並與同業策略聯盟，個案公司宜採成長策略提高市佔率。 3. 都市更新領域：以差異化策略改變來目前營建業旣有的合建模式，組成知名專業建築團隊提供一條龍服務，個案公司透過代理實施提升核心優勢。

This case study sets company A as a roll model; It was the first Public Land with Private Reservation development group in Taiwan. Over the years, with the revision of government policies and laws, the focus of business has gradually shifted from high-end tax planning to volume fund services and investment of land planning. In recent years, it has stepped up to the urban renewal business and solved all the problems with an agent implementation model. This research uses Porter five forces analysis to help and understand the industrial’s competitors and the key factors of competition； then make a comparative analysis based on the resources and capabilities of the case company, and provides suggestions and strategies. However, as an emerging service field, there will be no relevant research to disclose the current status of agency implementation and competitive situation. In order to understand the future competition of the public utilities and urban renewal service industry, this study discusses the industry status and competition situation. The situation also divided into three major service areas such as 'urban renewal', 'volume proxy' and 'private established road investment'. The research results are as follows: 1. Private established road investment and sale of public facility reservations: Due to the instability of the business and the small scale, it is necessary to maintain core capabilities for the business. 2. Volume token service: The market size is moderate and stable;however, due to fierce competition, it is better to integrate downstream and strategic alliances with peers. Case companies should adopt growth strategies to increase market share. 3. The field of urban renewal: change the differentiation strategy to the existing joint construction model of the construction industry, form a well-known professional construction team to provide one-stop services, and the case company enhances its core advantages through agency implementation.