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博碩士論文 etd-0716122-114957 詳細資訊
Title page for etd-0716122-114957
Based on the Major Concern of the Platform Economy to Deploy the lnnovative Marketing Models for the Real Estate Business under Dynamic Scenarios
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real estate, platform economy, network marketing, service quality, e-commerce
本論文已被瀏覽 260 次,被下載 59
The thesis/dissertation has been browsed 260 times, has been downloaded 59 times.
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.
目次 Table of Contents
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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