Abstract This research was to explore 1) the thought and the methods of Sinyi Realty¡¦s Corporate Social Responsibility 2) the intent and core concept in designing Sinyi Realty¡¦s Corporate Social Responsibility and 3) the everlasting strategy of promoting Sinyi Realty¡¦s Corporate Social Responsibility. Hopefully, this research can be a reference for enterprise and business managers to increase corporate social impact. Through seven profound interviews with seven real estate high-ranking executives, relevant quotations and logical inference there from, and my personal experiences and observations in the real estate field, I discovered that Sinyi Real Estate, from the beginning, did not really put particular emphasis on the domain of Corporate Social Responsibility. Instead, what Sinyi Real Estate did was just simply to solve or reduce social problems and insist on the principle of ¡§trust first, then profit¡¨, which virtually put the Corporate Social Responsibility into practice and it became one of the most respected model enterprises. Like all other enterprises, Sinyi Real Estate has had and will have its own difficulties and challenges to deal with in the past, in the present, and in the future (in the past, not being recognized by the mainstream; in the present, personal ideas can not match the goal of the corporation; and in the future, the concept is hard to be passed on) and needs to overcome all the difficulties and challenges one after another in order for Sinyi Real Estate to create new breakthroughs and grow stronger. The research discovered that Corporate Social Responsibility has a positive relationship to corporate everlasting development. Sinyi Real Estate can continuously work to reach the goal of ¡§make Sinyi Real Estate everlasting¡¨ and become the most valued enterprise in society by 1) inheriting and passing on Sinyi Realty¡¦s Corporate Social Responsibility 2) expanding service territory and market 3) enhancing the width and depth of sales 4) strengthening the influence of the Trade Association 5) constantly increasing the responsibility of relevant parties and 6) promoting the concept of green energy environmental impact. Key Words:Sinyi Realty, Corporate Social Responsibility, Business Ethics, Corporate Citizenship, Corporate Governance, Corporate Commitment, Social Participation, Envioronmental Protection, Social Enterprise.

This study focus on Sinyi Realty Inc.. According to the other researches, the brand value content 5 decisive factors: 1.brand loyalty, 2.brand awareness, 3.perceived quality, 4.brand association, 5.other exclusive assets of the brand, and I research the brand value creation on these 5 factors. This study evaluates the brand value of Sinyi Realty Inc. by Brand Asset Valuator. The purpose is to discuss 1.What brand value did Sinyi Realty Inc. create sucessfully, 2.The influence on the Real Estate Agencies of their brand value, 3. The other advices for Sinyi Realty Inc., 4.The other advices for Real Estate Agencies to creat brand value. The main conclusion of the study divides the way how Sinyi Realty Inc. created the brand value into three periods: 1. Initial stage: Grasp the market mainstream, make the variety management, and create the corporate culture¡÷Provide high quality services 2. Middle stage: Advertising marketing ¡÷ brand image establishment¡÷ brand value creation 3. Recent stage: Influence the industry developments and lead the market trend There are the following suggestions on Sinyi Realty Inc. of this research: 1. Do customer relationship management system well. 2. Improve the marketing share. 3. Make the best of the advantage of the place. 4. Build the complete brand management system.

在台灣以服務型為導向的企業都致力於滿足客戶與顧客的需求，以求提升利潤，其中，帶給顧客滿足的重責大任幾乎都是由員工來執行；然而，近年來越來越常聽聞員工的福利與權益收到忽視甚至遭到擠壓。由此推論，一個不快樂的員工如何提供令顧客滿意的服務呢？因此，除了重視外部行銷以外，更是要強調內部行銷的落實。所謂內部行銷就是企業如何將公司及工作有效地行銷給員工，就如同將產品與服務行銷給外部顧客一般。 台灣的房仲產業競爭激烈，並強調顧客至上，而在這樣的情況下，公司仍否會重視對員工的照顧是本篇欲討論的重點。本研究以台灣本土房仲產業─信義房屋為研究對象，旨在探討其內部行銷作為與員工的心理擁有感表現。信義房屋目前為全台規模最大的房仲公司，創辦人周俊吉先生除了強調提供給顧客最優質的服務以外，也重視公司的永續經營與發展。此外，信義房屋是唯一一家上市的房仲公司並且連續被天下雜誌評選為天下企業公民。本研究採用半結構式深度訪談去發現公司的內部行銷作為，並進一步探究公司內部員工對公司本身以及信義房屋品牌的心理擁有感表現。 / Service-oriented companies mostly focus on carrying out external marketing which aims to provide best services to external customers. Traditionally speaking, this way seems to ensure higher revenue for companies. However, they are inclined to overlook the importance of employees who are reckoned as internal customers when applied to internal marketing. Nowadays, it is argued that focusing only on external customers would not ensure prosperity of the company. The application of internal marketing, clearly the opposite concept of external marketing, aims to sell the jobs and the company to its employees. More and more companies, especially service-oriented ones, acknowledge that the firm itself is supposed to bring satisfaction to its internal customers in accord with organizational objective before delivering satisfaction to external customers since most financial transactions occur between employees and customers. Specifically speaking, behaviors of employees have direct influences on customers and their ensuing consuming perceptions. In this regard, service firms should put much more emphasis on application of internal marketing. This study chooses Sinyi Realty as the research target in an attempt to explore its practices of internal marketing and ensuing performances of employee psychological ownership. Realty companies in Taiwan intensively compete with each other and thus put more emphasis on external customers. As for Sinyi Realty, a locally-developed and large-scale realty company, its founder and chairman Mr. Chou, Chun-Chi not only focuses on providing best services, but emphasizes sustainable management which is different from making fast money addressed by other realty companies. Besides, it is worth mentioning that it is the only listed realty company in Taiwan and has been awarded by Excellence in Corporate Social Responsibility many times. In this regard, this study adopts semi-structured in-depth interview to discover the real situation of internal marketing within the company. Most importantly, this study aims to explore performances of psychological ownership toward the company and the corporate brand among employees of Sinyi Realty. In fact, it follows two questions which are “how much do you feel the company is yours?” and “to what extent do you view the corporate brand as part of extended-self?” According to the case analysis, application of internal marketing found in Sinyi Realty exerts huge influences on employee psychological ownership, and also the impact of other critical factors cannot be underestimated. Based on the facts and discussion above, there are 8 derivative propositions in total that explicitly explain the relationships between internal marketing and psychological ownership; and other 3 propositions also manifest their close relations with psychological ownership for the organization and the corporate brand. Though these 11 derivative propositions are not discreetly examined by quantitative research method, they indeed present a general situation of Sinyi Realty and provide different research aspects for future study. At last, 4 managerial implications are proposed in expectation of enhancing the degree of psychological ownership among employees of Sinyi Realty by means of improved application of internal marketing.