中國房地產仲介業關鍵成功因素之探討 : 以深圳地區為例

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Title:	中國房地產仲介業關鍵成功因素之探討 : 以深圳地區為例
Other Titles:	The study on the key successful factors of the real estate intermediary industry in China : the case study of Shenzhen
Authors:	劉振銘;Liu, Chen-ming
Contributors:	淡江大學中國大陸研究所碩士班劉燦樑;Liu, Tsann-liang
Keywords:	房地產仲介業;關鍵成功因素;深圳地區;分析層級程序法;real estate intermediary industry;key successful factors;Shenzhen;analytic hierarchy process(AHP)
Date:	2005
Issue Date:	2010-01-10 23:22:13 (UTC+8)
Abstract:	隨著大陸加入WTO以來，逐年降低服務業的進入門檻，國內外大型的連鎖房地產仲介業者紛紛欲至大陸設置據點，面對中國競爭激烈的房地產市場，台灣更急需找出一套屬於自己的經營策略，而這策略必須能確保在高度競爭的環境下依然能獲利，這是相當重要的課題。有鑑於此，掌握房地產仲介業經營的關鍵成功因素並擬定出適當中國市場之策略，在今日競爭激烈的中國市場，就相形重要，唯有如此，才能使台商在中國經營房地產仲介能具有高度競爭力。本研究提出下列三點研究目的 1.經由此研究，充分了解在中國當地業者與台商經營的房地產仲介業的產業現況、發展與經營策略。 2.回顧與整理經營、競爭策略與關鍵成功因素相關之文獻。 3.以深度訪談法及分析層級程序法( AHP)應用在房地產仲介業上，找出該產業的關鍵成功因素，以供業者作為未來訂定策略與資源分配之參考。本研究主要在探討中國房地產仲介業經營之關鍵成功因素，以中國深圳地區的房地產仲介業作為調查對象，採用文獻回顧及問卷調查法，經由專家學者以及文獻回顧，歸納出五頊評估標準，包括：「營運總部」、「產品條件」、「行銷及銷售」、「人力資源」及「作業條件」，每項評估標準下又包含四到五個細項指標。本研究以職位為中高階層管理人員為問卷調查對象。收集有效樣本數22份，而後依分析層級程序法進行分析，藉由不同構面的專家看法，得到經營房地產仲介業時，不可或缺的五樣關鍵成功因素，分別為： 1.市場資訊的掌握 2.連鎖體系的企業形象 3.產品的多樣性 4.服務人員之素質 5.行銷通路的掌握。 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.
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