none

• Main Authors: Ke-Ye Tseng, 曾珂曄
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9k8393

碩士 === 國立中央大學 === 高階主管企管碩士班 === 105 === "There is land with wealth" is one of Chinese traditional concept. In addition to themselves use, the real estate is also a very good investment target. But in the era of digital information, making the various companies must think about how to use and response it. In view of the development of information developed, the property of housing sales and buying houses have gradually changed to the use of digital information systems to develop the best rent and purchase strategies with the convenience of digitizing convenience. The habit of collecting information with customers is also changed. In this reason, the researcher selects several of ecommerce housing deal for the case study, through the real estate industry-related information collection using related theoretical basis for the research structure. Using SCP model to analysis and put forward feasible strategies to enhance the competitiveness of enterprises in this field. This study analyzes the overall environmental trends and the impact of the real estate trading platform. In order to explore the industry's response and adjustment strategy, the researcher will explore the future direction of the industry strategy. This study explores the marketing strategy and analysis the top four companies in Taiwan, which are 591.com.tw.com.tw, housefun.com.tw, rakuya.com.tw and Sinyi Realty Inc. The researcher got those conclusions: Housing trading platform industry is no longer a fully competitive market, but a high degree of oligopoly market. Besides, market share has been re-shuffled. In addition, the 2010 market share ranking was 1st Kimo house, 2nd Kijiji, 3rd 591.com.tw, and 4th Rakuya.com.tw. After several years of competing, 2017 market share ranking become: 1st 591, 2nd Housefun, 3rd Sinyi, and 4th Rakuya.