The Impacts of Internet on the Taiwan Real Estate Industry

Abstract

網際網路的崛起對整個世代產生了革命性的影響,地理限制不再,時間差縮 短為零時差,而資訊無遠弗屆的交流與傳遞,更使得許多既有產業產生顛覆性的 變化。隨著技術越發成熟,電子商務化的服務模式開始應用在各式產業上並且大 行其道,其中像是書店、銀行、旅遊、機票等具中間人角色之產業,在新競爭者 帶著新技術相繼加入產業後,既有實體業者產生明顯被「去中間化」之現象,使 整個產業面臨到嚴峻的考驗。 而隨著網際網路的盛行,以及使用者對網路便利性之依賴,近年來更是促成 平台商業模式的興起,不僅使去中間化現象大幅加速,還使得傳統線性供應鏈彎 曲,消費者可直接面對生產者,更甚而,因為競爭者不斷的增加,平台開始利用 不同策略進行「再中間化」,使得產業又進入下一波改革浪潮。其中,因為觀察 到大陸房仲電商體系之成熟,市場變化之迅速,故認為不久後之臺灣市場也會有 所改變,而其後產生之效應勢必會為整個房仲產業投下震撼彈,因此,本研究專 注於台灣房屋仲介業之發展歷程。 本研究試圖以分析房仲電商平台之平台經營模式及策略,再加上與實體業者 因應策略之比較,探討互聯網對房屋仲介業在被平台商業模式去中間化與再中間 化過程中所產生的衝擊與影響,並於分析後試著提出針對實體房仲業者在面對此 一不可抵擋之浪潮下,最佳因應之策略及心態。因此,本研究之問題總結為以下 兩點: 1. 釐清房仲通路虛擬與實體之關鍵差異。 2. 台灣實體房仲業者面對互聯網衝擊的因應策略比較。The rise of the Internet for the entire generation had a revolutionary influence, such as geographical restrictions are no longer exist, the time lag has shorten to zero, and the way that information exchange and transfer also makes many existing industries overall changed. With more and more mature technology, e-commerce service model started to apply in a variety of industries, such as bookstore industry, bank, tourism, airline tickets and so on. When this kind of middleman of the industries face with the new competitors and technology, the disintermediation effects appeared and the entire industry environment is facing a severe test. With the popularity of Internet, as well as the convenience of users rely on the Internet in recent years, these changes contributed to the rise of platform business model. Not only to accelerate the disintermediation effect in different industry, but also make the traditional linear supply chain bended, so that consumers could face producers directly through the platforms. In order to defeat the increasing competitors, the platforms started to use a different strategy to regain the market share, that is the so-called re-intermediation effect has begun, and the industry started to revolute again. That is exactly what’s happening in China and will happen in Taiwan real estate brokerage industry in the near future. So that’s why this study would focus on the development of Taiwan real estate brokerage industry. This study attempts to analyze the business model and platform strategy of real estate brokerage platforms, comparing with the reactions from physical industry and try to figure out what’s the key successful factor that makes company survives when the disintermediation and re-intermediation effect happens to Taiwan real estate industry. In the end, this study would make some suggestions for Taiwan real estate industry to face the irresistible revolution. Thus, the problem of this study are summarized in the following two points: 1. Clarify the key differences between the virtual and physical real estate brokerage channel. 2. Compare the strategies that Taiwan physical real estate brokerage industry offered to face with the impacts from Internet