網路資訊及智慧手機等新科技不僅進入個人的生活，其無遠弗屆、所向披靡的力道甚至改變了產業的運作，這當中，台灣房地產代銷業的行銷方式也無法置外於這波數位的衝擊。傳統代銷業的廣告行銷大多應用平面或電子媒體，如雜誌內頁、報紙內頁 (NP)、廣播 (RD)、新聞廣告等，但因傳統投資型購屋者減少的情況下，市場上的購屋族群轉為嫻熟3C產品的年輕首購族，潛在客群的特質改變，使得代銷業者的行銷也必須轉型，以數位E化的方式符應數位時代的環境脈絡與新的客戶需求。
本研究採用哈佛個案研究之方式，探討個案，即代銷業A公司，進行數位轉型的歷程及結果。研究首先說明故事背景、轉型緣由，繼而探討數位轉型、抗拒變革，接著研析Kotter變革步驟、領導變革者之特質等，以此析論A公司在數位轉型的措施與因應。本研究包含個案內容和教學手冊，希冀透過本個案之實例探討，提供經營者在因應數位轉型及經營決策方向的參考。

New technologies such as Internet information and smart phones have not only entered personal life, but their invincible and invincible power has even changed the operation of the industry. Among them, the marketing method of Taiwan’s real estate agency industry cannot be excluded from this wave of digital Shock. Most of the advertising sales in the traditional agency industry use flat or electronic media, such as magazine pages, newspaper pages (NP), radio (RD), news advertisements, etc., but because of the reduction of traditional investment-type home buyers, the purchase of houses in the market The ethnic group turned into a young first-time family of skilled 3C products. The characteristics of potential customers changed, so that the marketing of the sales agents must also be transformed. The digital E-transformation should meet the environmental context of the digital era and new customer needs.
This study uses the Harvard case study approach to explore the case, the sales and marketing company A, the history and results of the digital transformation. The study first explains the background of the story, the reasons for the transformation, and then discusses the digital transformation, resists the change, and then analyzes the changes of Kotter's steps and the characteristics of the leaders, in order to analyze the measures and responses of the company's digital transformation. This study contains case content and instruction manuals. It is hoped that the case study will provide a reference for operators in the direction of digital transformation and business decision-making.

一、中文文獻
方民傑 (2018)，「數位轉型策略與價值鏈管理之研究」，國立政治大學商學院經營管理碩士論文。
林介生 (2017)，「不動產行銷服務業走向數位資訊化之商業模式研究」，國立政治大學商學院經營管理碩士學程全球台商班碩士論文。
段禮帆 (2017)，「房地產新藍海策略-打造全房產的信義代銷」，國立臺灣科技大學管理研究所碩士論文。
陳傑豪 (2015)，《大數據玩行銷》。
應淇帆 (2018)，「大數據時代廣告行銷策略分析」，國立政治大學經營管理碩士學程論文。
陸洛譯 (2017)，《變革抗拒哈佛組織心理學家教你不靠意志力啟動變革開關》，財團法人中衛發展中心，翻譯自 Kegan, R. and L.L. Lahey (2009), “Immunity to Change: How to Overcome It and Unlock the Potential in Yourself and Your Organization”。
楊幼蘭譯 (2005)，《變革管理》，天下遠見，翻譯自Richard Luecke (2002), “Managing Change and Transition”。
謝佳真譯 (2017)，《變革・變革・再變革：給領導者21種激勵團隊擁抱變革的方法》，晨星，翻譯自Anderson, M. and T. Feltenstein (2015), “Change Is Good… You Go First: 21 Ways to Inspire Change”。
主計處統計專區 (2019.04.08)，不動產業的定義。
取自https://www.stat.gov.tw/public/Attachment/642715274471.pdf
勞動部 (2019.04.08)，不動產業的行業特性。
取自https://www.mol.gov.tw/media/1695/al01.pdf
 
二、英文文獻
Kotter, J.P. (1995). Leading Change: Why Transformation Efforts Fail. Harvard Business Review, 73(2), 59-67.
Kotter,J. & Rathgeber, H. (2017). Our Iceberg Is Melting: Changing and Succeeding Under Any Conditions.
Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & Information Systems Engineering, 57(5), 339-343.
MIT Sloan Management Review (2015). Strategy, Not Technology, Drives Digital Transformation.
Rogers, D.L. (2016). The Digital Transformation Playbook: Rethink Your Business for the Digital Age.