隨著網際網路的普及與行銷模式數位化，企業紛紛導入網路行銷策略，地政士行業亦面臨相同變革。政府推動便民措施及數位資訊透明化，使消費者能自行查詢相關資訊，甚至透過地政機關免費諮詢辦理簡易案件，降低對地政士服務的依賴。因此，地政士需適應市場變化，結合新興行銷模式，提升業務競爭力。
本研究探討地政士行業對網路行銷與個人品牌的應用現況與影響，透過深度訪談法與編輯式分析法，分析地政士對網路行銷的看法、接受度與挑戰，特別關注已使用網路行銷的地政士之經驗、面臨困境與應對策略。研究結果顯示，網路行銷可突破地域與人脈限制，提高市場能見度與客戶信任度。新進地政士可運用SEO與社群媒體提升品牌曝光，傳統地政士則可將既有口碑數位化，透過內容行銷強化專業形象，並運用數據分析工具優化行銷成效。然而，部分地政士因技術門檻、資源限制與傳統思維影響，對數位行銷接受度較低，導致市場競爭力受限。
本研究進一步針對新進地政士、傳統地政士及整體行業，提出適切的網路行銷策略與發展建議，包括SEO與社群媒體應用、內容行銷、數據分析優化精準行銷，以及跨領域合作擴展服務範疇。此外，建議業界推動數位行銷教育與政策支持，以促進地政士行業的數位轉型與永續發展。未來研究可擴大樣本範圍，結合量化分析，驗證行銷策略成效，為地政士行業提供更具體的行銷策略指引。

As the Internet becomes ubiquitous and marketing strategies increasingly digitalized, companies are rapidly integrating online marketing approaches, and the land administration agents industry is no exception. Government initiatives promoting citizen-friendly services and digital transparency now enable consumers to independently search for relevant infor-mation and even obtain free consultation for simple cases at government agencies, thereby reducing their reliance on professional land administration agents services. Consequently, land administration agents must adapt to market changes by embracing emerging digital marketing methods to enhance their competitiveness.
This study investigates the current state and impact of online marketing in the land administration agents industry using a qualitative approach that combines in-depth interviews with an editing analysis method. The research examines land administration agents’ percep-tions, acceptance, and challenges regarding online marketing, with a particular focus on the experiences, difficulties, and coping strategies of those who have already adopted digital marketing. The findings reveal that online marketing can overcome geographical and network limitations by increasing market visibility and customer trust. New land administration agents can leverage SEO and social media to boost brand exposure, while traditional land admin-istration agents may digitize their established reputations and employ content marketing to strengthen their professional image and optimize marketing performance through data analysis. However, due to technical barriers, limited resources, and a traditional mindset, some land administration agents demonstrate low acceptance of digital marketing, which constrains their competitive edge.
Based on these insights, the study offers targeted recommendations for new land ad-ministration agents, traditional practitioners, and the industry as a whole. Proposed strategies include the use of SEO, social media, content marketing, data-driven precision marketing, and cross-domain collaborations to enhance service reach and professional image. Additional-ly, the study advocates for increased digital marketing education and supportive policies to foster the digital transformation and sustainable development of the land administration agents industry. Future research should expand the sample size and incorporate quantitative analyses to further validate these strategies and provide more concrete guidelines for indus-try-wide digital transformation.

目 錄
論文審定書........................................................................................................................... i
誌 謝.................................................................................................................................... ii
摘 要....................................................................................................................................iii
Abstract ................................................................................................................................iv
表目錄 ..............................................................................................................................viii
第一章 緒論.........................................................................................................................1
第一節 研究背景與動機.............................................................................................1
一、研究背景.......................................................................................................1
二、研究動機.......................................................................................................4
第二節 研究目的.........................................................................................................5
第二章 文獻探討.................................................................................................................6
第一節 地政士行業發展概況.....................................................................................6
一、地政士證照制度之沿革...............................................................................6
二、地政士證照及執業情形...............................................................................8
三、政府便民措施與數位化發展......................................................................11
第二節 品牌對專業服務業的影響............................................................................14
一、品牌的定義與角色......................................................................................14
二、品牌相關理論..............................................................................................15
三、信任與權威性..............................................................................................19
四、實務案例應用..............................................................................................19
第三節 網路行銷策略................................................................................................20
一、搜尋引擎優化..............................................................................................22
二、社群媒體行銷..............................................................................................25
三、內容行銷......................................................................................................27
第三章 研究方法................................................................................................................31
第一節 編輯式分析法................................................................................................31
第二節 深度訪談法....................................................................................................31
一、訪談對象......................................................................................................32
二、訪談題綱....................................................................................................33
第三節 研究參與者介紹..........................................................................................38
一、受訪者背景介紹........................................................................................39
第四章 資料分析.............................................................................................................42
第一節 地政士行業網路行銷的應用現況..............................................................43
一、地政士對網路行銷的看法........................................................................43
二、行業中的網路行銷應用類型....................................................................51
第二節 個人品牌對地政士業務的影響..................................................................58
一、個人品牌對專業形象的提升....……........................................................58
二、品牌化的挑戰與風險................................................................................65
第三節 地政士行業的未來網路行銷策略..............................................................71
一、設計差異化行銷策略................................................................................71
二、技術整合與數位化經營............................................................................77
第五章 研究結論與建議..................................................................................................81
第一節 研究發現與討論..........................................................................................81
一、地政士行業對網路行銷的應用現況........................................................81
二、個人品牌對地政士業務的影響................................................................85
三、地政士行業的未來網路行銷策略............................................................88
四、實務建議....................................................................................................90
五、對整體行業建議........................................................................................97
第二節 研究貢獻.....................................................................................................99
一、學術層面的貢獻........................................................................................99
二、實務層面的貢獻......................................................................................100
三、政策與教育啟發......................................................................................101
第三節 研究限制與未來研究建議.........................................................................101
參考文獻..........................................................................................................................104
一、中文部分........................................................................................................104
二、英文部分........................................................................................................106
表目錄
表 2-1 歷年地政士考試及格人數及錄取率分析表......................................................8
表 2-2 各年度開業地政士人數......................................................................................9
表 2-3 112年度開業地政士按年齡別分......................................................................10
表 3-1 已運用網路行銷之地政士之深度訪談主題與訪綱.........................................33
表 3-2 一般地政士之深度訪談主題與訪綱................................................................ .36
表 3-3 受訪者背景資料.................................................................................................38
表 4-1 主題分析架構表.................................................................................................43
表 5-1 使用網路行銷的地政士及未使用網路行銷的地政士之看法比較表.............82
表 5-2 地政士網路行銷與個人品牌建設SWOT分析表............................................91

一、中文部分
廖易瑜(2021)。探討地政士以社群經營提升顧客滿意度之研究-以彰化縣為例(碩士論文)。國立彰化師範大學資訊管理學系。
李怡萱(2020)。數位科技對地政士產業影響之研究(碩士論文)。國立屏東大學不動產經營學系。
林旺根(2016)。2016台灣地區房地產年鑑。政大商學院信義不動產研究中心。
潘淑滿(2022) 。質性研究—理論與應用。心理出版社。
王淑瑜(2023)。小代書的不動產日記：買賣、繼承、贈與一次搞定。FUN學出版社。
王震東、呂傑華(2021)。社會研究方法(四版). 揚智文化事業(股)公司。
王冠婷(2021)。網路資訊時代下之地政士角色(新北市政府110年度自行研究報告)。新北市政府研究發展考核委員會。
全國法規資料庫(2021/1/20)。地政士法。https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=D0060081。
謝明彧(2010/6/8)。與競爭者區別，讓品牌更鮮明獨特。經理人月刊。https://www.managertoday.com.tw/articles/view/2550?utm_source。
Strikingly官網(2025/1/4) 。服務營銷 101：特點、優勢和策略，用Strikingly傳遞客戶愉悅。 https://tw.strikingly.com/blog/posts/service-marketing-101-features-benefits-strategies-deliver-customer-delight-strikingly?utm_source。
Strikingly官網(2024/6/21)。提升搜索引擎優化效果的網站審核技巧。https://tw.strikingly.com/blog/posts/maximize-your-seo-comprehensive-website-audit。
Datareportal官網(2023/2/13) 。Digital 2023: TAIWAN。https://datareportal.com/reports/digital-2023-taiwan。
Principia品牌顧問公司官網(20191/1) 。幫助貝克麥堅時成為全球最受歡迎的全球律師事務所。https://www.principiaconsultants.com/portfolio/baker-mckenzie-brand/?utm_source。
內政部地政司官網(n.d.)。地政資訊。https://www.land.moi.gov.tw/chhtml/content/74?mcid=3409&qitem=1。
臺北地政e博館(n.d.)。土地登記專業代理人制度。https://emuseum.land.gov.taipei/Item/DetailDiscover/%E5%9C%9F%E5%9C%B0%E7%99%BB%E8%A8%98%E5%B0%88%E6%A5%AD%E4%BB%A3%E7%90%86%E4%BA%BA%E5%88%B6%E5%BA%A6?businessType=%E5%88%B6%E5%BA%A6&discoverType=%E5%9C%9F%E5%9C%B0%E7%99%BB%E8%A8%98。 
二、英文部分
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Arruda, W., & Dixson, K. (2010). Career distinction: Stand out by building your brand. Wiley.
Alkis, T., & Vrontis, D. (2008). Internet marketing by SMEs: Towards enhanced competitiveness and internationalisation of professional services. International Journal of Internet Marketing and Advertising, 4(3), 241–261. https://doi.org/10.1504/IJIMA.2008.017024
Anderson, E. W. (1998). Customer satisfaction and word-of-mouth behavior: A re view and synthesis of the empirical literature. Journal of Marketing, 62(3), 2–11.
Berry, L. L. (1985). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. Upah (Eds.), Emerging perspectives on services marketing (pp. 25–28). American Marketing Association.
Chen, S., & Lee, C. (2018). The impact of social media on real estate business per formance: Evidence from China. Journal of Real Estate Finance and Economics, 57(2), 255–274. https://doi.org/10.1080/10835547.2017.1427545
Crabtree, B. F., & Miller, W. L. (1992). Doing qualitative research. SAGE.
Creswell, J. W. (2007). Qualitative inquiry & research design: Choosing among five approaches (2nd ed.). SAGE.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementa tion and Practice (7th ed.). Pearson.
Dewi, I., & Jusuf, J. (2023a). Optimizing SEO (Search Engine Optimization) strategy to increase visibility and achievement of marketing goals. Linguistics and Educa-tion Journal of Asia, 2(2), 150. https://doi.org/10.56403/lejea.v2i2.150
Dewi, I., & Jusuf, J. (2023b). Integrated marketing: A powerful strategy for increase ing brand awareness. Business and Economic Journal of Asia, 2(3), 149. https://doi.org/10.56403/bejam.v2i3.149
Fei, M., Jiang, S., Moses, K., Liang, J., & Wei, J. (2023). Propaganda information of internet celebrity influence: Young adult purchase intention by big data analysis. Journal of Organizational and End User Computing, 35(1), 1–18. https://doi.org/10.4018/joeuc.318128
Freidson, E. (2001). Professionalism: The third logic. University of Chicago Press.
Jasneet, Kamboj. (2013). Internet Marketing - Avenues and Impact on Business. Asian Journal of Multidimensional Research, 2(10):1-5.
Jusuf, D. I. (2023). Utilizing Corporate Social Responsibility to Strengthen Brand Eq-uity. NEO Journal of Economy and Social Humanities, 2(4), 271.
Jones, D. R., & Silver, M. A. (2009). Digital marketing strategies in the legal services industry. Journal of Legal Marketing, 2(3), 45–62. https://doi.org/10.1234/jlm.2009.002
Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kamboj, J. (2013). Internet Marketing - Avenues and Impact on Business. Asian Journal of Multidimensional Research, 2(10), 1-5.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P., & Keller, K. L. (2015). Marketing management (15th ed.). Pearson Educa tion.
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Pro cesses, challenges, and implications. Journal of Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE.
Mahmić-Muhić, N. (2022). The importance of content marketing for achieving cus tomer brand engagement. BH ekonomski forum, 16(1), 131–150. https://doi.org/10.5937/bhekofor2201131m
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE.
Miller, W. L., & Crabtree, B. F. (1994). Clinical research: A multimethod typology and qualitative roadmap. In N. K. Denzin & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 340–352). SAGE.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE.
Montoya, P. (2002). The brand called you: The ultimate brand-building and business development handbook to transform anyone into an indispensable personal brand. Personal Branding Press.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of ser vice quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Patton, M. Q. (2015). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). Sage Publications. 9/5/20220072
Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78–92.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105–111.
Seidman, I. (2013). Interviewing as qualitative research: A guide for researchers in education and the social sciences (4th ed.). Teachers College Press.
Shepherd, I. D. H. (2005). From cattle and coke to Charlie: Meeting the challenge of self-marketing and personal branding. Journal of Marketing Management, 21(5–6), 589–606. https://doi.org/10.1362/0267257054307381
Sadeghi, S., & Sheikhi, Z. (2016). The effect of social media on branding in the real estate industry. Journal of Marketing and Consumer Research, 25(3), 14–25.
Umar, F. A., Junainah, M., & Normazalila, A. B. (2024). Search engine optimisa tion (SEO) strategy as determinants to enhance the online brand positioning. F1000Research, 11, 714. https://doi.org/10.12688/f1000research.73382.2