房地產結合互聯網的運用，從公司的內部運作到配套廠商之間的協作，再到建立自己的網站，最終發展成一個開放、可以互動的平臺，這是房地產業利用互聯網的發展步驟及現況。然而就房地產行銷板塊而言，目前市場上的各種房地產網路行銷平臺，都沒有辦法良好的解決房地產銷售的問題，面對變動越來越快速的經濟情勢，房地產業急需找到更好的利用互聯網平臺經濟進行行銷的模式。
本研究將兩岸互聯網上涉及房地產的各大平臺網站，利用整合型流程分析法，從線上、線下分析房地產行銷流程問題並進行因果關係及關鍵因素分析，從而構建房地產網路行銷平臺服務品質落差模型、找出其服務落差，再對平臺各方關係人進行訪談，對訪談結果做出分析，以確認落差形成原因及改進方向。
針對落差形成原因的分析及結構和流程的改造。本研究提出互信度更高、流程更完整、行銷效果更好的房地產與平臺經濟新的結合模式。對房地產利用平臺經濟促進行銷，將可起到很好的推進作用。

The application of the internet in the real estate industry starts from the company’s internal operation and its co-operations with suppliers. It then develops into the company's website and eventually an open and interactive platform. This is the current situation and the development process of the real estate industry using the internet. However, for the real estate marketing sector, the various online marketing platforms currently in the market offer no good solution to the problems in real estate sales. Facing the increasingly fast-changing economic situation, the real estate industry urgently needs a better marketing model using the internet platform economy.
This research studies the major platform websites for the real estate industry in the market. It uses the integrated process analysis to analyze both online and offline marketing process problems in the real estate industry, as well as the causal relationship and key factors. It constructs a service quality gap model for real estate online marketing platforms and finds out service gaps. It has also conducted interviews of all parties involved in the platforms and analyzed the interview results to determine the causes of gaps and the direction of improvement.
Aiming to analyze the causes of gaps and improve structure and process, this research proposes a new combination model for real estate and platform economy featuring higher mutual trust, a more completed process, and a better marketing effect. It will promote the use of platform economy for real estate marketing.

論文審定書 i
致 謝 ii
摘 要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 7
第三節 研究架構 8
第二章 文獻探討 10
第一節 房地產業發展態勢 10
第二節 電子商務與網路行銷 14
第三節 平臺經濟 17
第四節 流程分析 19
第五節 服務品質 20
第三章 研究設計 24
第一節 房地產網路行銷流程分析 24
第二節 流程問題分析 30
第三節 房地產網路行銷問題因果分析 36
第四節 服務品質關鍵因素分析 42
第五節 建構房地產網路行銷服務品質落差模型 44
第六節 服務落差分析 45
第四章 資料分析 47
第一節 研究對象分析 47
第二節 訪談對象及訪談重點摘要 49
第三節 創新房地產網路行銷平臺建構 53
第四節 模型優劣分析 55
第五章 結論與建議 59
第一節 研究結果 59
第二節 研究貢獻 60
第三節 研究限制 60
第四節 未來研究方向 60
參考文獻 61
附錄 訪談題目及內容 64

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