在政府打房政策影響之下，房地產業在101年開始了一波景氣寒冬，全台每年的房屋移轉件數，自45萬件，已滑落至105年約24.5萬件，成交量減少近4成，全台仲介店數從9000家降到6000家。再加上房地合一稅實施，對以投資客為主的預售市場方面尤甚雪上加霜。以往，代銷業以投資客為主要客群，但現今，只剩剛性需求的自住型客戶；而在新屋中古屋方面，中古屋跌價與新屋價差接近，消費者因觀望心態縮手；建商方面，也都只敢觀望不願推案，導致不動產交易量極縮。另外，因客層改變，傳統的廣告行銷已經無法有效提高來人量，代銷業者只能一愁莫展。本個案故事就在這樣的市場環境下展開了序幕，個案中的主人翁-李少康總經理，如何在艱難的環境及有限的資源下，讓信義代銷在三個月內從虧損2億，到化危機為轉機，轉虧為盈，並為代銷產業進行一場優雅的蛻變。
本研究以哈佛個案研究之方式進行，可用於討論產業外部環境分析、關係行銷、資源整合、商業模式及等議題。期待以此個案的學習，能對於環境、社會與大眾造成深切的影響與貢獻。

Due to government policies for curbing housing prices, the real estate industry in Taiwan has entered a recession since 2012. The number of real estate transfers in Taiwan has dropped from 400,000 in that year to approximately 245,000, a 40% reduction in trading volume. The number of real estate brokerage branches decreased from 9,000 to 6,000 in the same period. In addition, the implementation of the integrated housing and lax tax has further impeded trading activity in the real estate presales market. Currently, the primary target customers of real estate sales agencies are no longer real estate investors but owner–occupants with basic housing needs. Because the gap between the prices of second-hand and new houses has narrowed, buyers are now looking on from the sidelines without making further purchases. Moreover, as construction companies are unwilling to launch new housing projects, the real estate trading volume has decreased drastically. Furthermore, real estate sales agencies face an increasingly adverse situation, considering that conventional advertisement and marketing strategies are ineffective for driving customer traffic because of a shift in customer demographics.
A Harvard case study is adopted in this research to discuss the external environmental analysis, relationship marketing, resource integration, business model. This case study could exert a profound influence on the environment, society, and the social mass.

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