| 摘要: | 華人傳統觀念上認為「有土斯有財」，除了自用之外，房地產也是很好的投資標的。在數位資訊化時代，房地產相關企業必須思考如何運用與因應新的網路科技。隨著房屋買賣與租屋資訊的數位化與顧客蒐集資訊習慣的改變，房仲產業也面臨網路科技快速發展的影響。
有鑑於此，本研究以現在的台灣網路交易平台為研究對象，經由房地產產業相關資料收集，並以產業相關理論基礎為思維架構，運用SCP分析企業在經營上面臨的問題，並提出可行的策略，以提升企業在該產業的競爭能力。本研究分析房地產業交易平台的總體環境趨勢及個別條件之影響與衝擊，以期深入探究業者的因應與調整策略，並探討該產業未來的策略方向。
針對 591、好房網、信義房屋、樂屋網四家廠商的經營策略分析，本文發現
台灣網路房屋交易平台產業為高度寡佔市場。另外，2010年市佔率排名:第1名奇摩房地產;第2名奇集集;第3名591;第4名樂屋網。經過幾年的競合，2017年的市佔率排名為:第1名591;第2名好房網;第3名信義房屋網;第4名樂屋網。;"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. |
