| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 101 === The real estate industry in Taiwan can be divided into two kinds: (1) local brands and (2) franchising brand. For franchising brands, brand image attract customers, the profits and compensation is relatively high, the local brands brokerage brands to rely on is a more human, profits thin, but relying on local reputation. Therefore, the aim in this study is that competitive advantage between local and franchising brands.
To further discuss the development of real estate industry in Taichung, the results were investigated with literature review, KJ method and interview. This study determined 7 items to estimate the differences between local brand and franchising brand including "brand image", "marketing tool", "consumers and customer service ", " trading mechanism", " human recruitment and training "," Information system " and " team Support ".
The results showed that franchising rand better than local brand on "marketing tool", "consumers and customer service", " human recruitment and training", " Information system " and " team Support ". But local brands through focusing their product range, visit the local chairman, management and marketing low cost can change disadvantage into opportunity. The suggestion in this study was the real estate industry can use the house sales website to find the customers. In addition, local brand and franchising brand can development the stable and cooperative relations with investors.
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