台灣建築產業網路行銷策略之研究

The Policies of Internet Marketing for Architeture Industry in Taiwan.

曾定祁(Tin-Chi Tseng)

指導教授 ： 莊孟翰

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00559

摘要

台灣建築產業是比較傳統在經營的產業，其資訊的應用較其它產業而言是比較慢的，至今所運用的行銷方式仍然是花費鉅資搭建吸引人的接待中心，聘用經驗老道的銷售人員，利用電視、報紙、廣播及各種造勢活動來達到房屋銷售的目的，消費者面對琳瑯滿目的廣告宣傳及資訊爆炸的環境外，如何選擇自己喜愛的房屋，已是一項新的課題。
但近年來隨著網際網路的普及與發展，網路平台的行銷效益已不容小覷，根據網路地產王統計，高達64.89%的準購屋族群會經由網路去獲知或尋找建案及購屋訊息，已超過戶外看板(22.47%)及報紙(7.63%)成為獲知建案最主要的管道。
因應網路蓬勃發展，上網人口普遍率日益提升，企業已不能只挶限於傳統媒體(報刊、電視、廣播)來進行產品行銷工作，必須開發更多的行銷管道來提高業務量，以期能在銷售期內順利達成銷售目標、降低人力成本、提高服務品質及強化產業競爭力的目標。
就個案銷售生命週期，從個案進場、施工、拆架、公設完成到交屋，每一時期搭配工程營建進度在銷售策略的決策上均有所調整，若不能有效整合資訊，易造成工程及企劃、行銷等各單位各行其事、資訊重覆建置、浪費資源、降低效率，進而影響銷售進度。
因此為能廣為有效利用資訊，加強產業競爭力、提升銷售進度和服務品質，建構一完整的房屋銷售電子化系統，以強化推動網路行銷電子化及資訊化之能力。
可預見的網路行銷在未來幾年將在建築產業中扮演更重要的角色，本研究將先進行建築產業過去所常用的行銷手法及相關策略與網際網路的行銷做分析與比較，並透過與業界之深度訪談及問卷調查，來瞭解建築產業透過網路行銷之策略與展望。

關鍵字

建築產業 ； 建設公司 ； 網際網路 ； 行銷 ； 網路行銷 ； 策略

並列摘要

The architecture industry is a kind of traditional management industry. The computer science application is used in architecture industry less than other industries. There are several used ways to help selling house product such as spending much money for building a reception center, hiring the salesman who has much experience, holding some activities, broadcasting product advertising on television, newspapers, wall paintings, radio; and so on. It is a new challenge for consumers to make a choice of his favorable house among lots of advertisements and information.
In recent years, internet has more gained development and popularization. It shouldn't be allowed to look down on the benefit of internet marketing. According to the statistics with the company of Landed Internet King, the main methods of finding new house information for pre-buying-house group are described as follow: The sixty-four point eighty-nitht of them will use internet, and the twenty-two point fourty-seven of them will watch outdoor wall paintings, and the seven point sixty-three of them will read newspaper.
Due to the vigorous development of internet, more and more people use internet. The enterprise can not sell products only through the traditional media, and should develop more sell ways to raise business profits, such as selling all house products out within the business period time, cutting down the cost of manpower, raising service qualities, and strengthening the goals of competitive abilities.
A life cycle of the house selling are divided into several steps as follow: opening house selling case, building the house, body taking apart outward frame, finishing the public equipments, and delivering new houses to customer. The marketing decisions will be done in coordination in each step of the process of engineering. It will waste souce and even influence rate of sell progress if we can not integrate information efficiently.
For using information efficiently, strengthening the goals of competitive abilities, raising sell progress, and improving service qualities, constucting a complete electronic-house-selling system will strengthen the development for internet marketing.
It can be expected that internet marketing will play an important role for housing industry. The research will compare with the old sells’ methods and internet marketing. We expect that we can understand the trend of internet marketing in housing industry through investigating the present situations, interviewing the housing industry experts and the questionnaires survey.

並列關鍵字

Architeture Industry ； Housing industry ； Construction Company ； Internet ； Marketing ； Internet Marketing ； Policies

參考文獻

22.<建築業白皮書>，台灣經濟研究院，1994年。

33.蔡為民，<作自己購屋的主人>，衛明文化，1998年。

48.Jeremy Wright, McGraw-Hill Education, 2006.

50.Kotler Philip, Prentice-Hall Inc 2002.

51.Michael E. Porter The Free Press, New York, 1985.