The advantages and disadvantages between local and national brand – The Great Tainan Real Estate Company as an example

• Main Authors: WANG, Chi-Sung, 王吉松
• Other Authors: JIAN, Nan-Shan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/10633197036931027135

碩士 === 南台科技大學 === 商管專業學院 === 98 === In recent years, real estate supply and demand increase as a result of social, economic,and environmental changes, leading to a large number of real estate companies established. Each local and national real estate company has different business styles:such as large size chain and direct managed. In highly competitive circumstances, companies are committed to discover more locations, provide better and more attentive service, in order to occupy a larger market Buying or selling real estate is not frequently done in the lifetime for most people due to the fact real estate transactions is considered as large amount of transactions. If information is not visible during transactions, consumers will be vulnerable, so the choice of real estate brand becomes important. The brand is an important communication tool between Real Estate Company and consumers, brand quality real estate Company can make consumers rely on, and also have a key influence of purchase decision and judgment for customers at the same time. When the brand value come along with better image, the relationship quality establishing with the consumers will be better. In Taiwan, some real estate company emphasize the local brand, they will name company brand by city or county name. Currently there are 3 real estate companies which either run in direct managed or with franchisees named in Kaohsiung, Taichung, and Tainan, and these cities will integrate city and county to municipalities on December 25, 2010. This research will focus on the effect and influence of the real estate company exploration. In this study, the real estate companies in Tainan area will be the research object, and do depth interviews with the shop managers of all real estate companies. And then through the literature review, data collection and learning, research and awareness from the real estate company, and analyze the advantage and disadvantage of effect of the real estate company and explore the business opportunities of the real estate company after the city and county integrated. As an example of The Great Tainan Real Estate Company, to explore the business opportunities and recommendations for future development planning due to the integration of city and county.