Applications of Internet Marketing System in Housing Agency and Leasing - Taking A Housing Agency as an Example

[[abstract]]近年來，網際網路日益成長導致人與人之間可藉由通訊軟體App可以即時性的聯繫、不再因為書信來回的耗時、更能夠清楚明白的與顧客交談、漸漸地改變大眾的閱讀習慣與傳遞資訊的方法、能更及時迅速的傳遞任何訊息在何時何地上，並拉近了彼此之間的距離。即便是顧客在遙遠的國度，均可藉由網路聯繫彼此的關係。網路世代的發展迅速，讓原本的傳統產業、店面經營上都遇到轉型的契機，加上原本的廣告宣傳方式，例如報章媒體、廣告紙的方式都已經被網路行銷取代，我們該如何利用網路行銷去經營不動產的租賃運用。讓租賃案件可以在網路上不停地被轉載與分享，得到最高的效益。本研究旨在探究網路行銷是否能夠妥善的運用在房仲業租賃，並了解有關於臉書社團的經營與臉書粉絲頁的創立，以一個完全免費的平台是否能夠替租屋賣屋的族群所服務?而經營者是否可以從完全免費的平台得到廣告的收益?本研究主要運用質性研究之參與觀察法針對個案企業進行個案研究。研究結果顯示未來大眾對資訊消息傳遞已經漸漸轉型，加上很多資訊公司都出來發展線上平台，關鍵字搜尋等等，使個人品牌在網路上行銷越來越為廣泛。個案公司租賃部門因運用網路社團跟粉絲頁，業績已經快速成長茁壯。此外，社團、粉絲頁、App通訊軟體對個案公司夠造成很大的推撥效應，也潛在的通訊軟體未來都會成為我們在推行網路行銷房屋的另一種創新且更令人能夠接受的管道。 In recent years, the growth of the Internet has led to instant connections between people by using communication software applications and more clear communications with customers consuming no time in correspondences, which has gradually changed people’s reading habits and the method to convey information. Internet can deliver any information more timely and rapidly at any time in any place, thereby shorten the distance between each other. Even customers in distant countries can connect with each other through the Internet. With the rapid development of network generation, the original traditional industries and stores face the transformation opportunity. In addition, the original advertising methods such as newspapers, media and leaflets have been replaced by the Internet marketing. Hence, utilizing Internet marketing to manage real estate leasing has become a new topic. Leasing cases can be reposted and shared on the Internet without stopping to gain the maximum benefits. On this basis, the purpose of this study is to explore whether the Internet marketing can be properly used in housing agency and leasing, to understand the operation of a Facebook club and the establishment of a Facebook fan page, and to know whether a completely free platform will be able to serve the people who rent and sell houses and whether operators can get advertising revenue from the completely free platform. In this study, participant observation method of qualitative study was mainly used to research case companies for case study. The study results show that, in the future, the public’s perception of information delivery will be gradually transformed. Additionally, many information companies have developed online platforms and Keywords search, so that personal brands are marketed on the Internet more and more widely. The performance of the leasing department of the case company has grown rapidly due to application of network communities and fan pages. In addition, communities, fan pages and communication software applications have great pushing effects on the case company. Potential communication software will become another innovative and more acceptable channel for us to promote Internet marketing of house in the future