As since mainland China joined WTO, the entry threshold of the service industry was reduced year and by year, and domestic and international large-scale chain companies of the real estate intermediary industry set up the strongholds in mainland China one after another. In the face of China fierce competition of the real estate market, Taiwan urgently needs to find out a set of one’s own management tactics, which must be able to guarantee that still can make a profit under the highly competitive environment, and this is a very important issue. In view of this, to grasp the key successful factors of managing the real estate intermediary industry and plan to make the proper China market tactics in the keen competition of China market today is comparative important. It is the only way to make Taiwan Businessmen that manage the real estate intermediary industry in China can have high competitiveness.
This research proposes the following three studying purposes
1. Via this research, fully understand that the present
industry situation, development, and management tactics
of the real estate intermediary industry managed by China
local and Taiwan businessmen.
2. Review and arrange the related literature of management,
competitive tactics and the key successful factors.
3. Use depth interview process and analytic hierarchy
process that apply to the real estate intermediary
industry to find out the key successful factors of the
industry, regard supporting industry proprietors as the
reference of stipulating tactics and resource allocation
in the future.
This research mainly investigate the key successful factors of China real estate intermediary industry management, using the real estate intermediary industry of the area of Shenzhen of China as object, and literature review and questionnaire investigation process. Via the experts, scholars and literature review, five assessment standards are concluded, including ‘operate headquarters’, ‘products terms’, ‘marketing and sell’, ‘human resources’, and ‘operation terms’, and each assessment standard include four to five detailed indexes.
This research regarded the high stratum administrative staffs as the questionnaire respondents, collected 22 datum of effective samples, and then proceeded analyzing in accordance with analytic hierarchy process. From different fields of experts’ views, five essential key successful factors in managing the real estate intermediary industry are obtained, including:
1. The mastering of market information.
2. The enterprise’s image of the chain system.
3. Variety of the products.
4. Attendants’ quality.
5. The mastering of sale passageway.