标题: 台湾不动产估价业厂商经营策略之研究
A Study of Business Strategy for Real Estate Appraisal Firms in Taiwan
作者: 王东浚
Tung-Jui Wang
林富松
Fu-Song Lin
管理学院管理科学学程
关键字: 不动产估价;经营策略;个案研究;五力分析;价值网分析;SWOT分析;Real estate appraisal;business strategy;case study;five forces analysis;value net analysis;SWOT analysis
公开日期: 2006
摘要: 本研究针对台湾地区三个不同规模与类型之不动产估价业厂商之营运现况,进行全面性的产业及策略研究与分析。首先深入瞭解个案公司经营状况、网路体系、策略联盟等活动,进而从不动产业之竞合关系进行解构,探讨个案公司在价值网中所扮演的角色。接着,本研究以策略的“构面取向”与“逻辑(本质)取向”观点的角度出发,运用五力分析、SWOT分析以及价值网分析等方法,比较三家个案事务所过去的成长历程,目前的营运范畴、核心资源与事业网路,并探讨未来可行之经营策略,及其优势与意涵。

本研究发现台湾不动产估价产业厂商目前面临之竞争态势与产业环境有以下之发展趋势:一、中小型事务所开始以低价竞争渗透低阶市场。二、中小型事务所开始以策略联盟、入股合夥、购并与合并等方式,扩大组织规模。三、中小型事务所开始趋向异业整合发展,以扩大营运范畴。四、大型事务所为避免组织盲目扩张,开始有效筛选客户。 五、大型事务所为维持现有竞争优势,趋向于专注本业。六、大型事务所间的网络活动频繁且不同网络间竞争日趋激烈。本研究具体结论如下:

(1) 新创不动产估价业厂商,应注意内部核心能力的建构。
(2) 现有不动产估价业厂商,应注意外部事业网路的建构。
(3) 所有不动产估价业厂商,皆应注意营运范畴与附加价值的建构。
(4) 公协会及学术机构应扮演更积极的角色。
This study is aimed to the holistic research and analysis of industry and strategy in terms of the operation condition of three real estate appraisal firms with different size and type. At first, the operation condition, network system, and strategic alliances of the case firms are investigated deeply. The Co-optitive relationship of real estate industry is employed to discuss the role of the case firms on value net. Then, according to the dimension approach and logistic/nature approach, this study uses Five Forces Analysis, SWOT Analysis and Value Net Analysis to compare the previous growth process, current scope of business, core resources, and business network for three case firms, and discuss the feasible business strategy in the future, and their advantages and meaning.

As for the current competitive situation and task environment faced by the real estate appraisal firms in Taiwan, this study indicated that there are the following trends: (1) small and medium-sized firms start using the low-price competition to enter the low-end market; (2) small and medium-sized firms start using the strategic alliances, partnership, mergers and acquisitions to expand the scale of organization; (3) small and medium-sized firms start tending to the industry convergence to expand the scope of operation ;(4) large-sized firms start selecting the customers carefully to avoid the blind expansion; (5)in order to maintain the existing competition advantages, large-sized firms start tending to focus on their core business, (6) the network activities of large-sized firms are much frequent and the competition is much severe in different networks. The conclusions of this study are as follows:

(1) Newly established real estate appraisal firms have to note the construction of internal core competencies.
(2) The existing real estate appraisal firms have to note the construction of external business network.
(3) All real estate appraisal firms have to note the scope of business and the construction of added value.
(4) The associations and academic institutes have to play a more active role.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT008962511
http://hdl.handle.net/11536/79458
显示于类别:Thesis


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