Marketing Strategy of Housing Sales Agency

• Main Authors: Chi-Feng Wu, 巫季縫
• Other Authors: Chien-Liang Chen
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/846cz2

碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 107 === Under the trend of traditional management and modern trend, the housing agency industry needs to break away from the traditional operation mode and grasp the opportunity to make the correct strategy. Therefore, this study analyzes the current situation of the housing agency industry, and put forward marketing strategies by analyzing the current situation of the internal and external environment of the housing agency industry. Findings of this study are as follows: 1. Large chain housing agencies, such as Xinyi Housing, Qunyi Real Estate, Pacific housing, Dongsen housing, Youchao housing, Citic housing, Zhushang real estate, Taiwan housing, Yongqing housing and 21st Century real estate, etc. Business types are chain stores, direct-own stores, and non-chain stores. 2. Xinyi housing and Yongqing housing have enterprise competitive advantages, brand advantages, economies of scale, effective integration of resources, service innovation, talent cultivation, etc. 3. Industrial strategy of housing market includes strengthening cooperation among branches so that customers can share resources; improving service organization and flexibility to meet customer needs.