都會區預售屋訂價策略之研究－財務投資分析觀點

建商委由代銷業者進行預售屋產品之銷售屬委任關係中，對購屋者而言，代銷業者為整個預售屋交易過程中，與其接觸最為頻繁的資訊提供者，民眾僅能透過代銷業者滿足購屋時的各種資訊需求。然而，當各項建設或經濟環境的條件改變時，房屋價格也會有很大的變動，預測價格要能及時反映當時的變動提供消費者相關投資資訊，這對預售屋整體訂價策略分析是非常重要的事情。本研究乃以專家訪談結果呈現預售屋訂價策略之結構，並進一步找到房屋市場訂價因考慮之因素，以發展各種未來各種不同類型之建案，隨時能應變之決策理論依據。研究結果發現，都會區集合式住宅預售屋在品質控制之下，建商大部分決策明顯採用高表價、低議價之策略。

關鍵字

公司治理；資訊內涵；訊息傳遞速度

並列摘要

In the relationship between the construction companies and the contracted brokers, the brokers are the most important resources of information for the house buyers. The public can only receive the heterogeneous information from the brokers. However, when the environment and the economic conditions have changed, the house prices also confront great impact. To predict the prices so as to reflect the timely variation thus becomes the priority for the house buyers because it is central for the strategies of house pricing. This research contains the interviews with the experts. The results of these interviews reveal the structure of house pricing; furthermore, it finds the deciding factors for the house pricing. For the various construction cases in the future, this study provides the comprehensive theory to face the different problems from time to time. The results of this research show that, under the quality control, the construction companies will take the strategies of revealing the high prices and discussing the low prices for selling the advance booking community houses in Taipei metropolis.