Explore the Innovative Strategies of Real Estate Agency from Purchasing Behavior in Farmland Transaction.

• Main Authors: Lin, Yong-Song, 林永松
• Other Authors: Guan, Jhih-Liang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/22821985373438646392

碩士 === 國立宜蘭大學 === 人文及管理學院高階經營管理碩士在職專班 === 103 === Agricultural development was the growth engine of Taiwan's economy during the 1950s to 1960s. With the evolution of times, farmland has been used diversified. From government’s perspective, the basic core of national agricultural policy is agricultural farmland must be used for agriculture. Under this policy, how to make maximum utilization of farmland is the common goal of government and civil society. On the other hand, farmland transaction has become an important product in real estate agent industry but few studies are focus on discussion of farmland transactions in previous academic research. Therefore, this study adopted case study approach and applied in-depth interviews with senior managers who in charge of certain real estate agent. The study applied EKB (Engel-Kollat-Blackwell) model to explore the practitioner’s practices and derived relevant strategic innovation of farmland transactions in real estate agent industry. Results conveyed that have five customer types in farmland transaction market, includes Hedge type, Investment type, Yeoman type, Tax savings type, and Retirement type. The considerations and decision-making model is vary in different types of customers. Besides, the study found that location, environment, transportation, breadth, depth, size, price and government’s policy are the impact factors of farmland transaction. Results also showed the practitioner practices in each stage of EKB model and proposed innovative strategies for real estate agent.