| 摘要: | 近幾年因房地產景氣的榮景，不動產仲介業也因此快速成長，在這競爭激烈的戰國時期裡，不動產仲介業業者如何選擇最好的經營型態，以確保能在市場上永續經營，希冀本研究的結果，能成為這些業者未來經營時的參考資料。
本研究共有五章，分別為緒論、文獻回顧、不動產仲介業加盟與直營經營型態運作調查與分析實證、不動產仲介業加盟與直營經營型態之課題與對策及結論與建議，摘要如下。
在緒論中主要確立整體研究架構，闡述不動產仲介業的轉變與其運作面臨議題的重要性，以闡明本研究之研究方向。內容包含研究緣起之說明，研究動機目的之確立及範圍、限制與內容之界定，並擬定研究步驟、方法與流程，作為研究之架構依據。
在文獻回顧中，回顧不動產仲介業經營型態以釐清現行不動產仲介業的經營型態，其次回顧不動產仲介業經營之相關理論與文獻，以對選擇不動產仲介業經營型態之影響因素有所瞭解，之後探討不動產仲介業加盟與直營經營型態運作影響，包含不動產相關法令、不動產交易市場之制度、管理因素及經營因素，並歸納出法理面與實務面之間的關聯性，最後為了建構本研究問卷調查的問題，回顧了國內外不動產仲介業面臨問題，經由產官學三個領域並分為管理因素、經營因素、市場因素及政府法令四個層面共61個問題，作為本研究問卷調查時之重要參考。
有關不動產仲介業加盟與直營經營型態運作調查與分析實證為本研究之重心，在現況調查前，需建立調查研究架構及調查計畫，研究對象為住商不動產總部及分店店東與店長、信義房屋總部及分店店長，其調查研究架構共四大項分別為現況調查、問卷初步分析發現問題、深入問題探討與分析形成議題及歸納課題與提出對策。最後，本研究主要目的與結論如下。
一、了解不動產仲介業之經營型態。
不動產仲介業加盟經營型態的總部及店東把經營技術輸入到店頭，而店頭的教育訓練與Know-How也是來自總部及店東。總部與店東簽約後，店東會指派店長管理店頭的人員，總部則派專員與店頭做為溝通的橋梁，店東須繳交加盟金、權利金及月費給總部，而店東擁有店頭的經營權、淨利及經營成果，但須負責開店的資金及店頭的營業費用。不動產仲介業直營經營型態的總部將經營技術輸入到店頭，且店頭的教育訓練與Know-How由總部安排。總部指派店長到店頭管理人員，同時店長也是店頭與總部的溝通橋梁。直營經營型態整個的資金及營業費用由總部負擔，而總部則享有經營權、品牌所有權及淨利。
二、調查不動產仲介業加盟與直營經營型態運作面臨問題。
不動產仲介業加盟型態運作面臨問題有公司人員流動率高、新技術與服務的影響、因廣告不實，而被主管機關處罰、不動產仲介業交易資訊不對稱及不動產仲介業交易所發生之糾紛。不動產仲介業直營型態運作面臨問題有公司人員流動率高、公司負責人未能全心投入、新技術與服務的影響、不動產仲介業交易資訊不對稱及不動產仲介業交易所發生之糾紛。
三、提出不動產仲介業加盟與直營經營型態運作之課題與解決對策。
本研究提出加盟型態運作之五個課題為公司人員流動率高、新技術與服務的影響、因廣告不實，而被主管機關處罰、不動產仲介業交易資訊不對稱及不動產仲介業交易所發生之糾紛，並針對加盟型態運作之五個課題研擬解決對策及直營型態運作之五個課題為公司人員流動率高、公司負責人未能全心投入、新技術與服務的影響、不動產仲介業交易資訊不對稱及不動產仲介業交易所發生之糾紛，並針對直營型態運作之五個課題研擬解決對策。
In recent years, the real estate brokerage industry has been rapidly growing along with the great boom of the real estate. In the warring period of fierce competitions, the real estate brokerage firms should know how to choose the best operation model in order to get sustainable operation in the market. It is expected that the results of this research could serve as a reference for them in their future operations.
This research is divided into the following 5 chapters: (1) Introduction; (2) Literature Review; (3) Investigation and Empirical Analysis on Operation Models of Franchising and Direct Business in the Real Estate Brokerage Industry; (4) Subjects and Countermeasures on Operation Models of Franchising and Direct Business in the Real Estate Brokerage Industry; (5) And Conclusions and Suggestions.
In the Introduction, this paper mainly establishes the overall research framework and expounds the change in the real estate brokerage industry and the significance of the subjects it faces during operation in order to clarify the orientation of this research. It includes explanation for research origin, establishment and scopes of research motivations and purposes, definition of limitations and contents, and works out research procedures, methods and process, which are taken as the basis of the research framework.
In the Literature Review, it reviews the operation models of the real estate brokerage industry to clearly know the existing operation models; secondly, it reviews the theories and literatures relating to the operation of the real estate brokerage industry to get an understanding of the influencing factors on selecting the operation models of the real estate brokerage industry; then, it explores the influencing factors on the operation models of franchising and direct business in the real estate brokerage industry, including laws and decrees relating to the real estate, real estate trading market systems and management and operation factors, and summarizes the correlation between the legal theory and the practice; finally, for the construction of the research’s questionnaire survey, it reviews the problems confronted by domestic and overseas real estate brokerage industries, which then are subdivided into 61 problems from the four perspectives of management factors, operation factors, market factors and government laws based on the three fields of Industry, Government and Academia, for using as the important references of this questionnaire survey.
The focus of this research is the Investigation and Empirical Analysis on Operation Models of Franchising and Direct Sale in the Real Estate Brokerage Industry. Before survey of current situation, it needs to establish a research framework and a survey plan, and the research objects are H&B Business Group headquarters and its branches’ owners and managers, and Sinyi Realty Inc. headquarter and its branches’ managers. The research framework is divided into four major parts: survey of current situation; finding problems by questionnaire’s preliminary analysis; deep problem discussion and analysis to form subjects; subject summary and countermeasure proposal. Finally, this research comes to the following main objectives and conclusions:
(Ⅰ) Understand the operation models of the real estate brokerage industry.
For the operation model of franchising in the real estate brokerage industry, the headquarters and its branch owners transfer the operation techniques to the branch, and the trainings and know-hows of the branch are offered by the headquarter and the branch owners. After signing contract between the headquarter and the branch owner, the branch owner will appoint a branch manager to manage the staff, and the headquarters will specially assign a person to communicate with the branch. The branch owner is required to pay the headquarters franchise fee, royalty fee and monthly charge, and the branch owner has the operation right, net profits and other operation fruits of its branch, but being responsible for branch set-up funds and operation expenses. As to the operation model of direct business, the headquarter transfers the operation techniques to the branch and also arranges training and know-hows for that branch. The headquarters will dispatch a branch manager to manage the staff, serving as a communication bridge between the branch and its headquarters,. In this kind of operation model, the whole funds and operation expenses will be borne by the headquarter, which has the operation right, brand ownership and net profits.
(Ⅱ) Survey the problems confronted by the real estate brokerage industry in operation of franchising and direct business
The problems confronted by the real estate brokerage industry in the operation of franchising include high staff turnover rate, impacts of new technique and service, punishment by authorities due to false advertising, transaction information asymmetry and transaction disputes in the real estate brokerage firms. As to the problems confronted by the industry in the operation of direct business, they include high staff turnover rate, company principal’s poor involvement in business, impacts of new technique and service, transaction information asymmetry and transaction disputes in the real estate brokerage firm.
(Ⅲ) Propose the subjects and countermeasures of the operations of franchising and direct business in the real estate brokerage industry
This research proposes five subjects on the operation of the franchising, which are high staff turnover rate, impacts of new technique and service, punishment by authorities due to false advertising, transaction information asymmetry and transaction disputes in the real estate brokerage firm, and works out countermeasures based on these topics. It also proposes five topics on the operation of the direct sale, which are high staff turnover rate, company principal’s poor involvement in business, impacts of new technique and service, transaction information asymmetry and transaction disputes in the real estate brokerage firm, and works out countermeasures based on these topics. |
