消費文化差異與行銷策略類型對市場績效影響之研究－以北、中、南三區信義房屋為研究對象

Cross-cultural Difference and Types of Marketing Strategies with Market Performance － The Observations of Sinyi Realty on Taiwan

謝宗憲(Tsungh-Sien Hsieh)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6840/cycu200900533

摘要

台灣不動產市場自2001年開始連續六年交易熱絡，而消費者透過房屋仲介，購買房屋的比例也越來越高，房仲業者不斷擴展經營版圖，在競爭激烈的環境中如何擬定行銷策略來提升市場績效為本論文之研究動機，此外，台灣的主要房仲業者，在不同區域都有其分店，而不同區域有不同的消費文化，消費文化的差異是否也會影響市場績效，其行銷策略該如何擬定？成為房屋仲介業者要永續經營的重要策略議題。
基於上述研究動機，本研究以經營台灣房屋仲介超過二十五年的信義房屋進行個案研究，分別在北、中、南三區，利用資料蒐集及訪談，歸納彙整出房屋仲介業者在不同消費文化上，所擬定的行銷策略類型，對市場績效的影響，藉此建構相關命題，提供有欲經營房屋仲介之企業一些建議。
　　本研究的結論有四項，第一，房屋仲介業應聚焦經營首購族群或換屋族群，才能有效累積成交經驗，提升業務能力，以確保績效的穩定成長；第二，房屋仲介業不論區域消費差異如何，經營產品應以住家型產品為主，商用型產品為輔；第三，行銷策略的成功關鍵在於經營者的態度與執行力；第四，房屋仲介業的市場績效，北部地區明顯優於中、南部地區，經營北部地區較容易成功。

關鍵字：行銷策略、消費文化、市場績效、房屋仲介

關鍵字

房屋仲介 ； 市場績效 ； 消費文化 ； 行銷策略

並列摘要

Real estate market in Taiwan has been warmly transacted for successive six years since 2001, and the proportion of consumers purchasing the housing through the housing agencies become higher. As the housing agencies expands the management domain consecutively in such an intensively competition environment, the marketing strategy to increase the market performance become more important. This is the main purpose of this research. Besides, Taiwan's major housing agencies have their own branch stores in different regions, and different regions have their own consumer culture, so we also want to study if the consumer cultures affect the market performance and how should its marketing strategy draw up? All above becomes important strategy issues that housing agencies must know and conquer.
According to the above main purpose of this research, we take a case study on Shiyi Housing which has 25 years experience in Taiwan housing agent business. We do the data collection and interview in separately regions of the north, the middle, and the regions to summarize the strategies of the housing agencies to different consumer culture, and final market performance based on these strategies. By the research results, we should provide some suggestions to who desires to manage housing agency.
This research concludes four items: first, the house agencies should focus their efforts on first-time-buyers and interchanging-buyers to accumulate the transaction experience and increase the profession, to ensure the stable growth in business. Second, house agencies should take the home-housing products as primarily products, and commercial housing products as auxiliary products in all regions no matter how large differences in consumer culture. Third, the key marketing strategy's lies in managers’ attitudes and execution power. Fourth, basing on the past statistics in the market performance, the north region surpasses the middle and the south regions, so house agencies should be easier to succeed to manage the business in the north region.
Keywords: marketing strategy, consumer culture, market performance, realty agency

並列關鍵字

realty agency ； market performance ； consumer culture ； marketing strategy

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