Price Concession in Real Estate Industry-Five Case Studies in North Kaohsiung

[[abstract]]本研究的內容主要是在於從數個實際上接觸到房屋買賣實務的房屋仲介業者來探討，房屋仲介業在高雄區域市場下，整體房地產市場之競爭能力與仲介業者對於買賣雙方消費者的議價能力。 一件不動產的買賣，是否能順利成交，取決於價格，而這個成交的價格會落在哪裏，是否可以達到買賣雙方消費者都能接受的範圍，取決於房屋仲介業者的議價能力。 本次論文研究指出，仲介業者對於屋主的議價空間大小又取決於整體區域環境下的市場氛圍與政策走向。因為仲介業者本身的角色，就定位於買賣雙方的專業諮詢師，提供專業的市場行情分析比較，輔以政策面的利多或利空趨勢預測來說服買方加價或說服賣方減價，始能成交。若仲介業者專業程度越高，則在同一區域環境下，議價的能力會越好。但是說到底，仲介業者的議價能力好與壞只是影響房價的一個環節，只能加快原本買賣雙方的出價或降價速度，區域市場的整體房地場市場行情趨勢走向 (即供需原則)，才是真正決定一件房地產案件的成交價格，議價比的關鍵。[[abstract]]This study aims at analyzing the price concession in real estate market from the viewpoint of estate agents by five practical cases of North Kaohsiung The key of a smooth real estate transaction is an acceptable price by both the buyer and the seller The range of acceptable price relies on the negotiating power of estate agents Furthermore this study argues that the negotiating power of estate agents depends on the market sentiment of the participants and the policy direction of government Because the estate agents are the professional advisers who negotiate the price between their clients by providing the comparison analysis of market quotations and the perspective trend of the government policy The results show that the higher professional level of estate agents has the wider negotiating price range in the same district In addition the findings also suggest that the negotiating power of estate agents is a significant factor to the transaction speed but it is the marginal factor to the transaction price The critical factor to the transaction price is still the law of demand and suppl