新北市新店區建案經營策略之研究-以萬盟建設機構為例

在各項產業中，建築產業堪稱「火車頭工業」，並帶動著上中下游眾多產業的發展，影響層面極為廣泛，當然也成為國家的重要經濟指標之一。然而，建設開發商在進行開發的冗長過程中，無可避免地必須承受外部環境與內部組織能力所隱藏的投資風險，如何因應外部環境包含政治經濟的變化，實為一大課題。此外，一個企業的組成包含了核心能力、實體與無形資產，企業應確實掌握資源進行合理有效地配置，強化競爭優勢，進而提升獲利的機會。本研究以萬盟建設機構以及其預售建案為研究對象來探討影響建案之經營策略。利用文獻探討作為基礎來討探在其所處之營運環境，再以相關的次級資料做為補充與佐證，搭配本研究的架構來獲得所需的資訊。本研究採質化研究方法並透過個案研究進行直接觀察及次級資料的分析研究，利用資源基礎理論、SWOT 分析來進行個案討論。除此之外，透過針對個案公司之管理階層與相關人員進行深度訪談，並結合資料分析與訪談結果進行整理最終歸納出四個命題。最後做出研究結論並提供後續研究者未來研究之相關建議。

關鍵字

建材營造產業；資源基礎理論SWOT ；品牌權益；個案研究

並列摘要

In the industry, the construction industry plays a significant role, and led to the development of many industries, it has become one of the country's important economic indicators. However, the construction developer inevitably have to withstand the external and internal potential risks of investment, how to respond to the external environment, including political and economic changes, is a major issue. In addition, the composition of a business includes the core competencies, entities and intangible assets, enterprises should make the best allocation of resources, strengthen the competitive advantage, and increase profitable opportunity. In this study, using Wanmon group and its pre-sale housing case for the study to explore the impact of the operation of the strategy. Utilizing the literature to explore the basis of its operating environment, and then the relevant secondary information as a supplement and evidence, with the structure of this study to obtain the necessary information. In this study, we collected the direct observation and secondary data analysis by case study, and discussed the case discussion by using resource basic theory and SWOT analysis. In addition, combine with data analysis and in-depth interview results to sort out the final conclusion of the four propositions. And finally make research conclusions and provide follow-up researchers future research recommendations.