房地產代銷銷售影響因素之研究-以H代銷士林區Y個案為例

住宅市場之產品定位，是重要的學問，舉凡坪數定位、客層屬性、客戶輪廓、總價考量及客戶預算都需要經過不斷的調查與分析，才能將產品定位完成，所以建築業及代銷業界對於市場產品的研究從競品分析、格局優劣、價格…等都是客戶購屋前比較的考量重點，其中包含剛性需求與市場景氣變化等等，更會直接導致個案之銷售狀況成功與順銷與否。台北市基河重劃區位處於士林區-科博館、天文館特定區，區域內擁有陽明國高中、北士商、台北市立兒童遊樂園及捷運環狀線(預定)等建設利多，由於重劃區面積有限，且多為中小型基地開發，故開發商在產品定位時之變化彈性也相對較廣。在台北市士林北投科學園區及捷運環狀線的確立之後，區域的定位也產生變化，在稀有的購買供給下故市場分析與定位更顯得尤其重要。面臨市場景氣之不確定性，以及土地價格不斷上漲，推案價格也不斷向上推升，適逢房地合一稅制之施行，且為維持房屋總價帶控制、適宜剛性需求產品能迅速銷售去化，建設開發商多會傾向將產品定位以首購與首換兩大族群，設定為建案產品之大宗潛在客戶為主，本研究主要探討房地產代銷銷售影響因素之研究，可以作為於建築個案產品定位時之參考依據。

關鍵字

房地產；代銷；產品定位；購屋因素；個案分析

並列摘要

Product positioning in the residential market is an important knowledge. The positioning of square footage, customer attributes, customer profiles, total price considerations and customer budgets all require continuous investigation and analysis before product positioning can be completed. Therefore, the construction industry and agency sales industry have Research on market products, including competitive product analysis, layout advantages and disadvantages, price, etc., are all key considerations for customers before purchasing a house, including rigid demand and changes in market sentiment, etc., which will directly lead to the success and smooth sales of individual cases. or not. Taipei City's Jihe rezoning area is located in Shilin District - a designated area for the Science Museum and Planetarium. The area has Yangming Junior High School, North Shishang, Taipei Municipal Children's Amusement Park and MRT Circular Line (scheduled) and other construction opportunities. Since the area of rezoning areas is limited and most of them are developed in small and medium-sized bases, developers have relatively wide flexibility in changing their product positioning. After the establishment of the Shilin Beitou Science Park and the MRT Ring Line in Taipei City, the positioning of the region has also changed. With scarce purchase supply, market analysis and positioning have become even more important. Faced with the uncertainty of the market climate and the rising land prices, the project prices are also constantly rising. This coincides with the implementation of the unified tax system for housing and land, and in order to maintain the total price of houses under control and to quickly sell products suitable for rigid demand. ization, construction developers tend to position their products mainly for the two major groups of first-time purchasers and first-time exchangers, and set them as the bulk potential customers of construction products. This study mainly explores the factors affecting real estate agency sales, which can be used as a basis for construction Reference basis for case product positioning.