| Summary: | 碩士 === 國立臺灣科技大學 === 財務金融研究所 === 104 === The housing market in Taiwan fell into correction mode after an about-12-year boom. The sales of new homes and pre-sale homes have remarkably decreased as the government rolled out the measures to cool the housing market, such as the mansion tax and the integrated income tax system (integrated housing and land tax system). Since profits from urban renewal-related appraisals are relatively higher, revenue from urban renewal-related appraisals makes up 40%-50% of total revenue of “C” Property Appraisement Company. However, as the sales of new homes and pre-sale homes declined, real estate developers invested much less in land development projects. “C” Property Appraisement Company has thus reported a plunge in profit due to a drop in revenue from urban renewal-related appraisals. The company even swung into a loss. Till after February 2016, the company’s revenue began to improve as the new home sales mildly increased. Obviously, the boom and bust of the real estate sector impacts the profitability of the company a lot. However, it’s not good for business sustainability. Thus, it’s necessary for the company to change its business model.
Most of the documents related to the appraisal industry in Taiwan focus on studying appraisal methods and techniques or on the regulatory and administrative framework created by the government. There are much fewer documents on the business strategy of an appraisal firm. Also, a thesis on the business model of an appraisal firm hasn’t yet been seen.
This thesis tries to find a business model optimization (BMO) strategy for the company to grow steadily by analyzing its customer segments, value propositions, channels, customer relationship, revenue streams, key resources, key activities, key partnership and cost structure with the application of the Business Model Canvas, by interviewing key persons to deconstruct the business model of the company, by conducting a SWOT analysis and by analyzing market forces, industry forces, key trends and macroeconomic forces.
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