Abstract
Abstract There is a keen competition in Taiwan’s real estate market, most of successful companies take service and brand as their main strategies, the promotion of service quality has become one of the targets in real estate brokerage field, customers value service quality as the first condition while choosing a brokerage, service innovation is a new trend in the last few years. Respect service principle, can promote customer's satisfaction；However, focus on creativity and innovation, operation can be lasted. Sin Yi Realty Inc.takes “ human-based ” as the managerial principle, it pays attention to customer's service, values Corporate Social Responsibility, and enhances enterprise ethics and morals, Sin Yi Realty Inc.is a standard of service innovation system, also the best case study. The biggest competitor of real estate brokerage comes from existing competitors； Successful operation should be with differential strategies in management, and with innovation and creativity in service. Some small scaled brokerages may conduct business by choosing the blue sea strategies, and undertakes a Marketing Cooperated Forwarder Business to make a firm contract with salesperson, it will be able to minimize the cost and to maximize the profits, and lay the groundwork for everlasting management. This thesis takes service of real estate brokerage as longitude, and takes creativity and innovation as latitude, to discuss the importance of service quality in brokerage of realty. This thesis values quality research and takes Sin Yi Realty Inc. as a case study, analyze the successful factors of its expansion, and attached with some practical interview discussions. The conclusion revealed that values creative service can enhance the whole service system in the real estate brokerage. More, if assisting with Corporate Social Responsibility, and matching with economy energy policies, can be everlasting in brokerage industries. Key words: brokerage industries, creativity, innovation, service quality, service innovation, existing competitors, blue sea strategies, Corporate Social Responsibility, Marketing Cooperated Forwarder Business