購屋決策與建設公司行銷組合之研究-以台北市為例

Buys the house decision-making and the construction company marketing mix- take Taipei as the example

陳建勝(Chien-Sheng Chen)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

隨著台灣經濟發展，房地產與建築事業，曾歷經過最輝煌的時代，並見證二十餘年的興衰循環，自1992年高峰期過後，從亮麗璀璨逐漸趨於平淡，並受到近幾年全球不景氣的影響，使得房地產市場呈現一片景氣低迷的現象，其變化幅度之大，歷時之久，直至2003年底起，房地產市場終於開始熱絡起來，在國人的「有土斯有財」的傳統觀念下，促成人們置產「保值」心理的影響下，加上土地「增值」之稀少性，造成房地產價格波動甚大，而以台北市為領頭羊的都會區房價、地價確實一直飛漲得令欲購屋的消費者瞠目結舌！甚至每個月都可以上演出新行情。
『成交即是新行情！』，房價一再創新歷史，醒目的出現在電視、報紙、雜誌及談話性節目上等相關的傳播媒體，卻影響波及到全台灣的人心浮動與不平；期望透過分析購屋者的購買動機及決策模式，並同時訪談相關行業如購屋者、建設公司、資產管理顧問公司、房仲業者等相關資訊。
研究關於購屋者與建設公司身為銷售者之間的差距，進而瞭解其推案時所進行的市場區隔及行銷組合，以建構出購屋者在購屋時所考量的依據及決策的因素與建設公司行銷組合之相互關係的運用。
關鍵詞：EKB、STP市場區隔，行銷組合

關鍵字

購物模型 ； 市場區隔，市場定位 ； 行銷組合

並列摘要

Abstract
As Taiwan's economic development, production and construction business, have experienced the most glorious era, and witnessed the rise and fall of circulation more than twenty years, since the peak of its 1992 after becoming more and more from the bright plain, and by the global downturn in recent years Effect, making the real estate market is a phenomenon of economic slowdown, the change magnitude of the long duration. Until the end of 2003, the real estate market finally started to warm up in the people's "have land, you have wealth, "the traditional concept, led to one home production "hedge " under the influence of psychology, together with the land "value added" of the rare surname, Resulting in great fluctuations in real estate prices, just as the leader in the Taipei metropolitan area housing prices, land prices have really been soaring housing consumers want to purchase another breathtaking! It can be performed every month or even more than the new market.

『transaction is the new market! 』, prices again history of innovation, eye-catching now come to television, newspapers, magazines and talk shows related to the media fine, but influence is felt in all of Taiwan's general feeling of insecurity and injustice;
expectations of house buyers through the buying motives and decision-making mode, and also interviews with related industries such as house buyers, construction companies, asset management consultants, letting agent industry and other related information.

Research on the house buyers and contractors the company as the gap between sales and then push the time to understand their market segment and conducted by the marketing mix in order to establish the time homebuyers in the housing and decision-making based on consideration of factors and Construction Company marketing the use of the relationship between portfolios.

Keywords：STP(Segmentation, Targeting, and Positioning), marketing mix ision-making mode

並列關鍵字

EKB ； STP ； Marketing Mix

參考文獻

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