| Summary: | 碩士 === 開南大學 === 商學院碩士班 === 106 === Due to the rapid advance in digital technology, the traditional strategy of marketing oversea real estate is faced with operational crisis. Enterprises that specialize in oversea real state in the past are all seeking innovative business model after the impact of globalization, rise in salary and economic recession to expand their business. In addition, the flourish of ecommerce caused by development of digital technology and internet drives classic enterprises to apply digital technology and digital ecommerce platforms to ensure brand position and product value and to create new business. Therefore, this study primarily explores the innovation of sales model in oversea real estate.
Yet, due to the change in market environment and the advance in information technology, gaining competitive advantage should not become the core of the entire operating strategy. Owners must adopt innovation in their sales model in real estate to create their competitive advantage. Innovation in oversea real estate sales model has been explored from different dimensions including source of innovation, enterprise performance, politics, currency rates, business development and innovation in sales model. This study follows related literature regarding two dimensions in innovation of oversea real estate sales model: 1. Core factors in oversea real estate sales model. 2. Innovation type in different oversea real estate sales model (revenue, start-up and strategic model innovations). In this case, the level of innovation in oversea real estate sales model will be based on the improvement of the sales model. Finally, according to the development of types of enterprise operating model by Giesen et al., (2007), this study proposes the following oversea real estate sales models: 1. Innovation in revenue model and innovation in non-real estate revenue sales model.
According to the interviews in this study, we suggest that the marketing of oversea real estate needs to apply internet and social networking sites to be most effective. In addition, managing brand through social media can create brand image and lower marketing cost. Performing brand marketing for oversea real estate on social networking site will be the best choice since it will provide the best results for the lowest cost.
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