Presentation Transcript

1. 信義房屋個案討論:Competitive Strategies of Shinyi Real Estate Corporation: Transaction Cost Entrepreneurship and Institution Change

   顏厚棟 (Ho-don Yan) 逢甲大學經濟系
2. March 22, 2013
3. 信義房屋個案 TRANSACTION COST ENTREPRENEURSHIP
4. 信義房屋仲介股份有限公司(周俊吉) 設立於1981年，其時政府尚未核准仲介公司營業，因此以「信義代書事務所」提供房屋買賣仲介服務，至1987年正式成立「信義房屋仲介股份有限公司」。 信義房屋於1999年股票上櫃，並於2001年申請上市成功，為台灣地區唯一股票上市的房仲公司。 直營分店涵蓋台北市、新北市、桃園、新竹、台中、台南、高雄等都會區，為台灣地區直營分店最多的仲介公司，目前全球企業總部設於台北市信義路五段信義大樓。
5. 信義房屋 – Chen and Yu Entrepreneur’s Alertness to the Market Opportunity The Institutional Innovation of Fixed-PercentageCommission The Institutional Innovation of Real Estate DisclosureStatement and After-Sale Guarantee Real Estate Disclosure Statement After-Sale Guarantee
6. Transaction Cost Entrepreneurship In this consumer-centric world, the goal of entrepreneurs is to propose a transaction that causes the customer to change from providing a product or service for himself to buying it from an outsider. In other words, the entrepreneur persuades the customers to choose to “buy” rather than to “make,” or to induce customers to do vertical de-integration.
7. Transaction Cost Entrepreneurship and the Case of Sinyi Real Estate Co. Transaction Cost: Coase, Williamson Exchange through market to “buy” or “make” (vertical integration) “Buy”, or “make” the “service” of finding house. Production side and consumer side Where there is transaction cost, there is opportunity for entrepreneurship. The Emergence of Real Estate Agent High transaction cost (to buy): quality measurement, governance, and asset specificity High opportunity cost: (to make) searching houses
8. 從交易成本企業家精神分析信義房屋 Transaction cost: External transaction cost: 吸引顧客 (委買與委賣) Internal transaction cost: 內部管理
9. External Transaction Cost A. Quality measurement: uncertainty Disclosure Statement (房屋現況說明書) Fixed-Percentage Commission (固定比例服務費用, 日本)
10. External Transaction Cost B. Governance: identity risk, opportunism 履約保證制度 在簽約至交屋的流程中，以履約保證制度降低拿翹的問題產生，賣方能順利拿到售屋的價金，買方能順利拿到產權。藉由此三項制度來保障消費者從委託至交屋的交易流程。 After-Sale Guarantee Staged-payment Corporate social responsibility(社區一家贊助計畫) 信義志工團
11. External Transaction Cost Asset specificity: ex ante Information collection: local ex post Hold-up problem
12. Internal Transaction Costs Better governance system to avoid shirking and enhance virtuous competition and team work A. 固定比例服務費用– avoiding opportunism
13. Internal Transaction Costs B. 薪獎金制度 – (preventing employees from shirking (or sabotage), encouraging team work, promoting educational training)
14. Internal Transaction Costs C. Employees’ Education and Training (Create sustainable competitive advantages) 從薪獎金制度部分獎金用為員工教育訓練的支出。