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奢侈稅及實價登錄對房仲業者行銷策略之影響─以信義房屋與永慶房屋為例 = ...

國立高雄大學高階法律暨管理碩士在職專班(EMLBA)

奢侈稅及實價登錄對房仲業者行銷策略之影響─以信義房屋與永慶房屋為例 = The impact of Luxury Tax and Real Price Listing on the Real Estate Brokers’ Marketing Strategies －The Case of Sinyi and Yungching Real Estate

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The impact of Luxury Tax and Real Price Listing on the Real Estate Brokers’ Marketing Strategies －The Case of Sinyi and Yungching Real Estate
作者:	張家禎,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	118面圖，表格 : 30公分;
標題:	奢侈稅
標題:	luxury tax
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/65914847564550912868
附註:	參考書目：面75-78
附註:	102年10月31日公開
摘要註:	相關政府法令中，影響房仲業的有：公平交易法與消費者保護法，其主要目的都是在於保護消費者，保障市場交易秩序與交易安全，民國100年6月1日開始實施奢侈稅政策之後，政府想藉由政策來消弭房地產投機主義過熱所造成的市場價格扭曲，反而是造成房仲業間接受到嚴重影響。本研究以國內兩大知名房仲品牌，信義房屋與永慶房屋兩大品牌所屬大高雄地區直營連鎖店做為研究對象，透過深度訪談該兩大品牌所考核之績效優勢直營分店主管，獲得以下結論：一、信義房屋與永慶房屋的行銷策略兩大業者皆建立完整的標準化作業流程、透過網路平台，連結物件交易資訊、服務人員專業工具系統，採科技化服務。強化交易安全機制，推廣誠實履約保證。兩大品牌業者均在人員招募上是以招募研究所或者是大學畢業的新鮮人為主，兩大業者均並未明顯在地理區隔的策略上有差異。二、奢侈稅及實價登錄對信義房屋與永慶房屋的影響每月的總成交營業額及獲利乘數的變動差異，信義房屋未有明顯差異，永慶房屋營業額是有下降，後續則是持續回溫。人事成本及每月的物件開發委託量，兩大業者皆未受影響；行銷技巧與公司經營管理綜合影響上，信義房屋在奢侈稅實施之前都是鼓勵顧客儘快出售，並注重在奢侈稅政策與實際操作內容，永慶房屋則是未受影響。三、信義房屋與永慶房屋對於奢侈稅政策及實價登錄制度的因應產品策略、流程策略與服務的有形式策略上，兩大品牌都會注意是否具有課徵奢侈稅的物件；價格策略與促銷策略上，信義房屋認為促銷權是掌握在客戶手中；永慶房屋則是鼓勵客戶將物件拿出來出租；通路策略上，信義房屋利用網路、報紙廣告、大樓公告欄；永慶房屋加強網路行銷、公車站牌媒體及大型帆布。 Within the government decrees, the ones that influence the realty industry are Fair Trade Act and Consumer Protection Act, and their main purpose is to protect the consumers as well as the market trading order and security. After the implementation of luxury tax policy on June 1st, 2011, the government intended to eliminate the market price distortion caused by the real estate opportunistic overheating via policy, but the realty industry got seriously affected indirectly.This study takes two well-known domestic realties, Sinyi and Yungching Real Estate direct chain in Kaohsiung Municipality, as the research target. Through having in-depth interview with the evaluated performance advantage direct and branch directors, we came up with the following conclusions: 1. The marketing strategy of Sinyi and Yungching Real EstateBoth of these two real estate companies set up complete standard operation procedures. Through network platform, they take the technological service via connecting to the object transaction information and service personnel professional tool system. Also, they strengthen the transaction security mechanism and promote the honest fulfillment guarantee. Both of the companies recruit the graduate school graduates or the newly university graduates, and they do not show the obvious differences on the strategies of geographic segmentation.2. The impact of the luxury tax and real price listing on Sinyi and Yungching Real EstateSinyi Real Estate does not have obvious difference on the monthly total turnover and variation difference of profit multiplier, whereas Yungching Real Estate’s turnover declines in the beginning, and bounces back afterward. Both of the companies’ personnel cost and monthly object development trust are not influenced. As for the marketing skill and the company management comprehensive effect, Sinyi Real Estate encourages its customers to sell their houses as soon as possible before the implementation of luxury tax, and it puts emphasis on the luxury tax policy and actual operation content, while the Yungching Real Estate is not affected.3. Sinyi and Yungching Real Estate’s response to the luxury tax and real price listing policyBased on the visible strategies as product strategy, process strategy and services, both of the companies pay attention to see if they possess the objects that could levy luxury tax. As for the price and promotion strategy, Sinyi Real Estate thinks that the promotion right rests in the hands of the customers, while the Yungching Real Estate encourages its customers to rent their objects. As for the logistic strategy, Sinyi Real Estate uses the network, newspaper advertisement and building billboards to publicize, whereas Yungching Real Estate put emphasis on the network marketing, bus stop sign media and large canvas advertisement.

奢侈稅及實價登錄對房仲業者行銷策略之影響─以信義房屋與永慶房屋為例 = The impact of Luxury Tax and Real Price Listing on the Real Estate Brokers’ Marketing Strategies －The Case of Sinyi and Yungching Real Estate
張, 家禎

奢侈稅及實價登錄對房仲業者行銷策略之影響─以信義房屋與永慶房屋為例 = The impact of Luxury Tax and Real Price Listing on the Real Estate Brokers’ Marketing Strategies －The Case of Sinyi and Yungching Real Estate / 張家禎撰 - [高雄市] : 撰者, 2013[民102]. - 118面 ; 圖，表格 ; 30公分.
參考書目：面75-78102年10月31日公開.
奢侈稅luxury tax

奢侈稅及實價登錄對房仲業者行銷策略之影響─以信義房屋與永慶房屋為例 = The impact of Luxury Tax and Real Price Listing on the Real Estate Brokers’ Marketing Strategies －The Case of Sinyi and Yungching Real Estate
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