| 摘要: | 2004~2014這10年，台灣的房地產市場蓬勃發展，房屋仲介公司門店如雨後春筍般快速成長，但政府的房市政策是影響國內房市價量變化的主要因素，這幾年政府接連推行奢侈稅(2011)、實價登錄(2012)，以及房地合一稅(2016)，對國內房市成交量產生極大的變化，尤其以台北市影響更甚，台北市年房屋買賣移轉件數從近五萬棟的高峰跌到二萬多棟的谷底，導致房仲店大量關店，房仲業人員薪資急凍，造成了現況不動產仲介業者在經營上面臨了十年來最大的挑戰。
本研究透過 SCP(結構-行為-績效)架構，進行台北市不動產仲介業之經營分析及探討，如何在競爭激烈的市場環境與政府相關打房政策及營業規範下，找出新的房屋仲介業經營型態以繼續保持獲利及成長。從研究結果中發現，不少台北市不動產仲介業者的經營因抵不過店租、人事成本的沉重負擔而暫時歇業或選擇退出房屋仲介業不再繼續經營。不動產仲介業在前景不被看好的情況下造成二個現象:一、產業的從業人員轉業。二、各家不動產仲介房屋公司招募不易。
台北市不動產仲介行業面臨現在成交量縮的市場環境之下的因應建議包含
一、加盟總部共體時艱，調降月費讓房仲店東可以降低營運壓力繼續經營。二、房屋仲介大聯盟，各大房仲加盟體系之間的資源應做有效的整合並且建立完整的流通聯賣機制辦法，大家互相取暖，共享成長。三、節省開支降低成本，店面的募集客戶效益已不如從前，轉換店面位置，降低店面租金成本。四、掌握剛性需求的自用型買方，這二年自用型客戶已成為市場主流，能站在自用客角度設想的業者，就能掌握客戶掌握市場而不被淘汰。五、房仲總部的思維變革，各大房仲總部適時的增加到店輔導與關懷的頻率，並收集門店的需求提出更好的後勤支援，才能與加盟店東或直營店長產生共戰的革命情感，一起度過眼前的寒冬，邁向光明的未來。;2004~2014 this 10 years, Taiwan of real estate market flourish, housing intermediary company stores as have sprung up like fast growth, but Government of housing policy is effect domestic housing price volume changes of main factors, this years government series implementation luxury tax (2011), and prices login (2012), and room to one tax (2016), on domestic housing volume produced great of changes, especially to Taipei City effect more is, Taipei′s annual House sale transfer number dropped from the peak of nearly 50,000 to more than 20,000 at the bottom, leading to Jones Lang LaSalle stores a lot of close, Fang Zhongye frozen staff salaries, resulting in a status of real estate agencies in business faces the greatest challenge in a decade.
This study through the SCP (structure-conduct-performance) architecture, business analysis and discussion of the real estate agency in Taipei, in a highly competitive market environment and under relevant government policy and business, find new homes agency management styles to keep profit and growth. Results from the study found that Taipei City but arrived in stores in managing the real estate agency rents, the heavy burden of personnel costs and temporary closures or discontinue opt-out housing businesses. Real estate agencies in not promising circumstances cause two phenomena: in China, industry jobs. Second, the mediation of real estate housing companies recruiting isn′t easy.
Taipei City real estate trading volume in the industry now facing shrinking market environment should contain recommendations, joined the community at the headquarters, and lowered the monthly fee that Fang Zhong shop owners can reduce the operating pressure to continue to operate. Major League II, housing intermediaries, the Fang Zhong joined the system resources should be effectively integrated mechanism and the establishment of a complete circulation sold approach each other to keep warm, and shared growth. Third, the savings to reduce costs, stores raise customers ′ benefits than ever before, conversion shops location, reduce store rental costs. Four, master the rigid demand of self-use buyers, this two-year private clients have become mainstream, can stand in for personal use is envisaged, will be able to grasp the customer market without being eliminated. Five thinking changes, Fang Zhong headquarters, headquarters, headquarters of the da Fang Zhong increased frequency of counselling and care to shop at the right time, and collect the stores ′ needs better logistical support and stores East or outlets long revolutionary feelings of total war, and spent the winter ahead, towards a brighter future. |
