Abstract
Abstract The main aim of this study is to search for the best strategies for expanding franchise market in the field of the real estate industry in Mainland China. With the rise of economy in China, it has been attracting international investment. Since Taiwan and China share the similar background such as culture and language, the mainland market has become the first choice for most Taiwanese. Although the huge business opportunities are foreseeable, they are hidden under a lot of potential risks. Thus it is important to find the best strategies to expand market. This study, based on professional questionnaire designed by experts in the field, uses Analytical Hierarchy Process, A.H.P., and develops the best management strategies for the real estate franchise system under multi-considerations. The result shows that assessment items, by the order of importance, are human resources, capital use, brand management system and market share. This result is consistent with the basic knowledge in the real estate industry, that is, the key to success lies in “people”. Thus mergers for a chain of real estate industry in Mainland market are generally considered to be the best options for expanding, followed by joint venture and finally direct business. Key words: Chain/ Franchise, Market Expanding in Mainland China, Management Strategy, Decision-Making Analysis, Real Estate