本文選題：臺灣房地產 + 大陸房地產��； 參考：《南開大學》2013年博士論文

【摘要】：2007年金融海嘯席卷全世界重挫各國經(jīng)濟,起因于美國房利美、房地美衍生次級房貸引發(fā)嚴重金融問題。突顯房地產市場為民生最重要的議題,事實證明是足以撼動國家經(jīng)濟,甚至影響到全世界的金融秩序。但不論時代演變或社會沖擊,為何總有些建案還是能順利售罄,這是房地產企業(yè)最急于探討的問題。 臺灣房地產近十年每年推案量數(shù)千億到2007年更是高峰達1.15兆,2008年第4季全臺余屋量數(shù)7,767,945戶,行銷總預算從數(shù)十億到數(shù)百億,可謂重量級產業(yè)。近O哅型社會趨勢更突顯房地產市場的雨極化,地球村概念及網(wǎng)絡無遠弗界,讓臺灣人世界觀相對提升,房地產的銷售策略的運用及銷售通路的建立也在這樣的環(huán)境下有所突破。 自1979年以來,中國大陸房地產業(yè)整體得到的發(fā)展,對推動全體中國大陸經(jīng)濟、社會發(fā)展引起了重大的功能,但在迅速發(fā)展的同時房地產業(yè),亦引起社會各地爭議。尤以90年代以來,中國大陸房地產市場經(jīng)歷多次跌宕起伏的大變動,特別是針對目前房地產市場的銷售通路發(fā)展和趨勢的爭論,正好說明中國大陸目前房地產市場的發(fā)展過程中,仍存在很多問題需要解決。 由此可見房地產是社會大眾與產業(yè)最主要資產標的,而房地產資產價格的縮水,對于經(jīng)濟發(fā)展與民眾財富產生沖擊,因此房地產銷售通路市場的健全制度,對整體經(jīng)濟的沖擊,影響至大；房地產總體經(jīng)濟之穩(wěn)定成長,亦須有無障礙房地產銷售通路作后盾,故此論題實得為深入探討研究之。 本文以探討兩岸房地產業(yè)的銷售通路現(xiàn)況,及瓶頸之研究；就房地產業(yè)的經(jīng)濟而言,銷售通路順暢情形,與瓶頸障礙的研討,為重點方向,故所謂貨暢其流,才能地盡其利,人盡其才。本文通過研究兩岸房地產業(yè)的發(fā)展歷史沿革,及兩岸房地產業(yè)銷售通路與影響因素的差異,尋找出臺灣房地產業(yè)銷售通路,可為中國大陸借鑒之處。 本文共分為八章,主要各章節(jié)之內容如下分述：第一章導論；對全文的概括性介紹,通過選題背景及其意義,研究思路及其方法,與研究主要內容及結構安排說明本文寫作的方向與意涵,及本文創(chuàng)新與難點的解決。第二章、理論與文獻綜述,主要闡述與房地產的經(jīng)濟學基礎相關的五個理論,經(jīng)濟周期理論(Business cycle Theory)、地租理論(Landtax Theory)、泡沫經(jīng)濟理論(Foam Economy Theory)、消費函數(shù)理論(Theory of Consumption Function)、房地產投機理論(Theory that the real estate speculates);及論述關于房地產研究的國內外文獻的分析說明；第三章、房地產相關概論與經(jīng)濟研究機制綜述；本章為房地產相關概論與研究機制的探討,首先從學理上界定相關房地產概論基礎,接著論述銷售通路相關概論界定,后為房地產經(jīng)濟研究機制的述說。第四章、臺灣房地產市場發(fā)展概況。本章節(jié)主要內容先從臺灣房地產業(yè)發(fā)展的現(xiàn)況做探討；再從臺灣房地產市場的發(fā)展變化進行探討,再針對臺灣房地產未來發(fā)展動向、市場的結構等,進行詳實探究與歸納。第五章、臺灣房地產銷售通路分析。主要闡述臺灣房地產經(jīng)紀業(yè)制度、證券化制度與預售屋交易制度之現(xiàn)況、特性及發(fā)展歷程與趨勢展望,進行詳實探究與歸納。第六章、臺灣房地產銷售瓶頸及應對策略。本章主要研究內容為臺灣房地產銷售通路的經(jīng)紀業(yè)、證券化、預售屋之瓶頸所發(fā)生的問題點,和改善的對策建議。及臺灣解決房地產銷售瓶頸的經(jīng)驗總結。第七章、大陸房地產市場發(fā)展中的問題。本章主要研究內容為首先敘述大陸房地產發(fā)展的概況,再闡明大陸房地產業(yè)市場結構中的問題,及論述大陸房地產銷售通路面臨的問題；第八章結論與建議,本章主要為針對兩岸房地產的經(jīng)紀業(yè)、證券化、預售屋銷售通路瓶頸,經(jīng)過本文的研究后提出,并總結主要問題征結點,后再對中國大陸,改善房地產銷售通路瓶頸解析出建議方案,主要是借鑒臺灣經(jīng)驗,用于改善中國大陸目前的房地產業(yè)銷售三大通路提出建言,最終總結出一些改善與借鑒辦法。 本文主要的結論在于兩岸房地產三大銷售通路(約占銷售市場百分之八十)問題點的發(fā)掘；并針對問題切中要害提出可行的改善對策；以期能對兩岸房地產事業(yè)有所幫助,更促使兩岸經(jīng)濟蓬勃發(fā)展。相較于大陸房地產業(yè),臺灣發(fā)展較早,相關銷售通路漸趨完善,經(jīng)由本研究以期,提供對中國大陸房地產業(yè)銷售通路可借鑒之處,進而提升中國大陸房地產業(yè)發(fā)展的具體對策。 本文主要研究目的方向：第一、為促使兩岸房地產業(yè)充分實現(xiàn)其經(jīng)濟效益、社會利益,并使國民經(jīng)濟持續(xù)穩(wěn)定增長。第二、以兩岸房地產業(yè)銷售通路之經(jīng)紀業(yè)制度、證券化制度、預售屋交易制度通路現(xiàn)況及瓶頸作研究,盼兩岸相互取長補短,透過完善的房地產業(yè)的銷售管道,以健全房地產業(yè)交易程序與制度。第三、經(jīng)研究結論結合學者與企業(yè)界的意見,對兩岸房地產銷售通路業(yè)提出房地產業(yè)銷售市場的經(jīng)營方針,并完成房地產銷售通路的趨勢探討。 本文的創(chuàng)新之處,是作者先以現(xiàn)場田野調查方式,一步一腳印針對房地產銷售市場實地現(xiàn)常踩踏,并掌握現(xiàn)場第一手資料,且與經(jīng)紀人經(jīng)由預售屋與二手房買賣上手實務經(jīng)驗,及房地產證券化的證券采購,具有多年豐富經(jīng)驗,沿途并搜集房地產三大通路相關資料；如今信息的數(shù)據(jù)可與人等高,驗證了理論與實務需互相配合,才能相輔相成；正所謂實務經(jīng)驗要有理論為后盾不然會失之于“盲”：而理論需有實務經(jīng)驗相配合,否則會行之于“空”；如此才不會淪為紙上談兵,泛泛的無稽之說而已；以如此多年實務經(jīng)驗,配合本文的房地產經(jīng)濟理論方式寫作論文,亦應相得益彰；雖不敢說前無古人后無來者；但也可說其創(chuàng)新之處,應是寥若晨星的可貴。 尤其是以現(xiàn)場田野調查方式,搜集到的第一手最正確的資料,(就像股票市場的內線消息一樣準確),非一般經(jīng)由網(wǎng)絡或文獻已經(jīng)過好幾手的包裝,并已過時的資料所做的研究論文；故本文所做的研究結果,應為最真實的現(xiàn)場實務需要,而提出建議的方案最符合實際的策略,也對中國大陸房地產市場幫助最大,為一創(chuàng)新之點。 綜觀國內外文獻很少以房地產銷售市場面,深入探討通路發(fā)生的問題；而以經(jīng)紀業(yè)、證券化、預售屋三大主要通路,(實務上為房地產業(yè)涵括面最廣大的銷售市場),切入問題癥結點；經(jīng)由兩岸房地產業(yè)不同制度、與目前現(xiàn)況,用“比較分析法”“歸納法”先行研討,再用“歸納法”及“交叉比對法”同時進行,梳理比對出兩岸方方面面不同處；最后詳細解析研究歸納出改善決策,應是最合乎中國大陸房地產業(yè)的需要,惟獨本文較為獨到研究方式。 兩岸同文同種,且具有共同的悠久長遠五千年中華文化,歷史的傳統(tǒng)熏陶；并在儒家孔孟思想教育下,基本思維與作法較一致；與其他論文用海外其他國家的作法作比較并引用改善的對策；實務上應不適合中國大陸國情采用,故本文應用比較研究法分析兩岸房地產業(yè)兩種制度與現(xiàn)象,找出其間的異同與優(yōu)劣,將之歸納成趨勢、原則,以作為解決、改進問題與制度之參考；應是最適合中國大陸國情采用的策略,故筆者主要為兩岸房地產經(jīng)紀業(yè)、證券化、預售屋三大銷售通路,經(jīng)過本文的研究提出,總結主要問題的觀點,最后再對大陸改善房地產銷售瓶頸的建議,主要是借鑒臺灣經(jīng)驗,針對大陸改善目前的銷售狀況提出建議,而總結出一些改善與借鑒辦法;亦是另一創(chuàng)新之處。 中國大陸歷經(jīng)過去十幾年的跳躍式經(jīng)濟成長,各界普遍預期未來仍可保持顯著優(yōu)異的“年”經(jīng)濟成長率。加上人民幣升值趨勢不變,中國大陸經(jīng)濟可以說具備雄厚的長線增值潛力。但中國大陸房地產市場才發(fā)展二十余年,目前尚處于調適時期,有待發(fā)展完善法令,并建構良善的銷售市場通路。 本文主要結論為對,中國大陸房地產經(jīng)紀人、證券化、預售屋銷售市場的三大通路；所衍生的問題,對中國的政府、投資人、實務界三面向,經(jīng)研究提出建言；并藉鑒臺灣經(jīng)驗提出合乎中國急需,切實可行的改善方案,而使房地產銷售三大通路市場瓶頸的消除與改善政策的施行,將是穩(wěn)定全國經(jīng)濟發(fā)展的重點。
[Abstract]:The financial tsunami swept across the world in 2007, causing serious financial problems in the United States and Fannie Mae. The real estate market is the most important issue for the people's livelihood. The fact proves that the real estate market is the most important issue for the people's livelihood. It has proved to be enough to shake the national economy and even affect the world financial order. However, no matter the evolution of the times or the social impact, It is the most urgent problem for real estate companies to discuss whether he can sell out some projects.
In the last ten years, Taiwan real estate has been pushing the case from hundreds of billions to 2007 to a peak of 1 trillion and 150 billion. The total number of remaining rooms in the fourth quarter of 2008 is 7767945, the total marketing budget is from billions to hundreds of billions. The trend of the O society is more prominent in the rain polarization of the real estate market. The concept of the earth village and the network is not far from the world, allowing the people of Taiwan to live. With the relative promotion of boundary view, the sales strategy of real estate and the establishment of sales channel have also made a breakthrough in this environment.
Since 1979, the development of the real estate industry in mainland China has caused great function to promote the economic and social development of the whole Chinese mainland, but the real estate industry has also caused disputes all over the society at the same time, especially since 90s, the real estate market in China has experienced many ups and downs, especially the needle. The debate about the development and trend of the current real estate market shows that there are still many problems to be solved in the development process of the current real estate market in China.
It can be seen that real estate is the most important asset mark of the public and industry, and the shrinkage of the real estate asset price has an impact on the economic development and the people's wealth, so the sound system of the real estate sales channel market has a great impact on the overall economy, and the stable growth of the overall real estate economy must also have an obstacle free room. Production and marketing channels are backed up, so the topic must be explored in depth.
This article is to discuss the current situation and the bottleneck of the real estate industry of the two sides of the Taiwan Straits. In terms of the economy of the real estate industry, the smooth situation of the sales channel and the discussion of the bottleneck are the key direction, so that the so-called "unblocked goods" can make the best of its ability. This article through the study of the history of the development of the real estate industry on both sides of the Straits, and the cross straits houses. The difference between the sales channels and the influencing factors of the real estate industry is to find out the sales channel of the real estate industry in Taiwan, which can be a reference for the mainland of China.
This article is divided into eight chapters. The contents of the main chapters are as follows: introduction to the first chapter; a general introduction to the full text, through the background and significance of the topic, the research ideas and methods, the main content and the structure arrangement to explain the direction and implication of this article, and the solution of the innovation and difficulties in this article. The second chapter, the theory and the literature summary. It mainly expounds five theories related to the economic basis of real estate, the theory of Business cycle Theory, the theory of land rent (Landtax Theory), the theory of Foam Economy Theory, the theory of consumption function (Theory of Consumption Function), and the theory of real estate speculation. The analysis of the domestic and foreign literature on real estate research; the third chapter, the overview of the real estate related and the economic research mechanism; this chapter is the discussion of the real estate related generality and research mechanism. First, it defines the basic theory of the related real estate, then discusses the definition of the related introduction of the sales Road, and then the real estate economic research. The fourth chapter, the fourth chapter, the development of the real estate market in Taiwan. The main content of this chapter is first from the current situation of the development of Taiwan real estate industry; then the development and change of the real estate market in Taiwan is discussed, and then the future development trend and market structure of Taiwan real estate are discussed and summarized in detail. Chapter fifth, Taiwan real estate This paper mainly expounds the current situation of the real estate brokerage system in Taiwan, the current status of the securitization system and the pre-sale house trading system, the characteristics and development process and Trend Outlook, and carries out a detailed investigation and induction. The sixth chapter, the bottleneck of the real estate sales in Taiwan and the coping strategies. The main research content of this chapter is the brokerage of the Taiwan real estate sales channel, In the seventh chapter, the seventh chapter, the problems in the development of the mainland real estate market. The main content of this chapter is to describe the general situation of the development of the mainland real estate, and then to clarify the problems in the market structure of the mainland real estate industry. And discussing the problems faced by the mainland real estate sales channel; the eighth chapter conclusions and suggestions, this chapter is mainly aimed at the brokerage, securitization, and sales channel bottleneck of the real estate in both sides of the Taiwan Straits. After this study, the main problems are summarized and the main problems are summed up, and then some suggestions are made to the Chinese mainland to improve the bottleneck of the real estate sales channel. The scheme is mainly based on the experience of Taiwan, which is used to improve the three major channels of real estate sales in China's mainland, and finally summarizes some ways to improve and draw lessons from it.
The main conclusion of this paper is the excavation of the three major sales channels of real estate on both sides of the Taiwan Straits (about eighty percent of the sales market), and put forward some feasible measures to improve the key problems of the problems in order to help the real estate of the two sides of the Straits and promote the vigorous development of the cross-straits economy. Compared to the mainland real estate industry, the development of Taiwan is earlier. The relevant sales channels are becoming more and more perfect. Through this study, we can provide a reference for the Chinese mainland real estate sales channels, and then improve the concrete countermeasures for the development of China's mainland real estate industry.
The main purpose of this paper is to study the direction of the purpose: first, in order to make both sides of the real estate industry fully realize its economic benefits, social interests, and make the national economy steady and steady growth. Second, the current situation and bottlenecks of the broking system, the securitization system, the pre-sale house trading system channel and the bottleneck are studied by the cross straits real estate sales channels, hoping that the two sides of the Taiwan Straits will make up for each other. Through perfecting the sales pipeline of real estate industry to improve the transaction procedure and system of real estate industry. Third, through the conclusion of the research and the opinion of the scholars and the business community, the management policy of the real estate sales market in the real estate market is put forward and the trend of the real estate marketing channel is completed.
The innovation of this article is that the author first step by field field investigation, one step and one step on the real estate sales market, and master the first-hand information on the spot, and with the practical experience of the broker through the sale of the house and the second-hand house, and the securities purchase of the real estate securitization, have many years of experience, along the way and collect it. The three channels of real estate related information; now the information data can be high with people, verifying that theory and practice need to cooperate with each other to complement each other; the so-called practical experience should be backed by theory or lose it to "blind": the theory should be combined with practical experience, otherwise it will go to "empty"; so that it will not be reduced to paper There is a general nonsense of talking to the soldiers, and it is also necessary to write the paper with the real estate economic theory of this article for so many years. Although we don't dare to say that there is no one after the past, it can also be said that its innovation should be rare.
In particular, the first and most accurate data collected by field field survey, which are as accurate as the inner line of the stock market, are not usually done by a few hands in the network or literature, and the research papers that have already been outdated; therefore, the results of this article should be the most true field practice needs, The proposed proposal is the most practical strategy and the greatest help to the mainland's real estate market.
In a comprehensive view, the domestic and foreign documents rarely take the real estate marketing scenes to explore the problems of the road, and take the three main channels of brokerage, securitization and pre sale house, which are the most extensive sales market in the real estate industry. The method of "analysis" "induction" is the first discussion, and then the "induction" and "cross comparison" are carried out at the same time to compare the differences between the two sides of the two sides of the two sides. Finally, the detailed analysis and analysis to conclude the improvement decision should be the most suitable for the Chinese mainland real estate industry, only this article is more unique.
The same language between the two sides of the Straits has a long history of Chinese culture and historical tradition in common long term. Under the Confucian Kong Meng thought education, the basic thinking and practice are more consistent; compared with other overseas countries in other papers and citing improvement measures, the practice should not be suitable for the national conditions of the mainland of China, so this article The comparative study method is used to analyze the two systems and phenomena of the real estate and land industry in both sides of the Taiwan Straits, and to find out the similarities and differences between them and their advantages and disadvantages, which will be summed up as a trend and a principle to be used as a solution, to improve the problems and systems, and to be the most suitable strategy for the national conditions of the mainland of China. Therefore, the author is mainly the three big sales of real estate brokerage, securitization and pre sale house in the two sides of the Taiwan Straits. Through the study of this article, the paper summarizes the views of the main problems, and finally makes suggestions for the mainland to improve the bottleneck of real estate sales. It is mainly to draw on the experience of Taiwan and to make suggestions on the improvement of the current sales situation in the mainland, and to sum up some improvement and reference methods; it is also another innovation.
China's mainland economy can say that the Chinese mainland economy has a strong long line value potential. But China's real estate market has only developed for more than twenty years. At the right time, we need to develop and improve laws and build a good sales market access.
The main conclusions of this paper are the three major channels of China's mainland real estate broker, securitization, and the sales market of the pre sold house; the derived problems are three oriented to the Chinese government, investors, and practical circles, and the suggestions are put forward by the research, and the Taiwan experience is given in accordance with China's urgent and practical improvement scheme, which makes the real estate sales three big. The elimination of bottlenecks in the channel market and the implementation of improvement policies will be the focus of stabilizing the country's economic development.

【學位授予單位】：南開大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F299.27

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