| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 99 === This paper aims to explore the business strategy of self-created brand in real estate industry. And local brand will be the research object to understand the development of real estate industry and the influence of political policies, so we take “DKS Real Estate Company” as the target in this study.
To further discuss the development of real estate industry in Kaohsiung and the effect after the implementation of city-county integration and luxury tax, the result will be investigated with literature review, data collection, leaning, depth interview and analysis instruments using knowledge analysis management, KSF, SWOT and questionnaire.
Above all, the purpose of this research focuses on the influence of political policies and business strategy of local brand, and offers academic and industrial circles the recommendations for future development planning in real estate industry.
By integrating expert interviews and analyses of internal and external information of environment, we consider that the local brand retains the advantages of local understanding, but it can’t stop and don’t go forward. It should follow the environment steps to integrate its own resources and updates of new hardware. In this way, it can contain competitive ability. Furthermore, the human resource is a very important asset in the real estate industry. Through the cooperation of universities and education training, it not only creates a new competitiveness, but also pours new life into the local brand.
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