越南住宅房地產市場營銷策略研究-案例研究：Vinhomes

Research on Marketing Strategies of Residential Real Estate Market in Vietnam - Case Study: Vinhomes

阮氏海燕(NGUYEN THI HAI YEN)

指導教授 ： 沈永正

國立臺灣師範大學/管理學院/管理研究所/碩士(2021年)

https://doi.org/10.6345/NTNU202100150

摘要

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關鍵字

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並列摘要

With the rapid economic growth of around 7% in Vietnam during recent years and its background environment, Vietnam is emerging in Southeast Asia as a vibrant and fast-growing real estate market . It is now commonly seen as the hotspot of the Hind-end and luxury residential real estate (RRE) industry because of the growing middle wealthy class and the urbanization process in Vietnam.
Vinhomes Joint Stock Company is the No.1 largest company in the residential real estate market in Vietnam with certain marketing strategies. It becomes one of the curiosity topics in this industry to investigate. Therefore, the main purpose of this research is to investigate the marketing strategies and its uses in the residential real estate market in Vietnam by analyzing a taken case study company- Vinhome’s JSC- the leader in this market.
In order to do so, this thesis will firstly cover theoretical frames and main concepts in the marketing and real estate field. Then, the author will use strategic tool such as PESTLE, SWOT, The Segmenting-Targeting-Positioning Model and Marketing Mix 4P’s, in order to analyze the market environment and its conditions and understand the proposed company case: Vinhomes as an example to follow in the marketing field.
The findings of the research show that the company case plays the Best Practices in marketing strategies, such as, targeting the right market segments in Mid-end, High-end and Luxury, focusing on the potential groups of buyers, or being the pioneer in cooperating with subsidiaries of Vingroup -the parent company- to build the “Giant Ecosystem” and living environment in Vietnam. However, the findings also point out some aspects that the company can improve. Some recommendations are mentioned at the end of this study.

並列關鍵字

Vietnam ； Residential Real Estate Market ； Vinhomes ； Vingroup ； Marketing Strategy ； High-End and Luxury Products ； Ecosystem

參考文獻

References:

Albers, S., 2013. Cooperation And Competition Dynamics Of Business Networks: A Strategic Management Perspective. [online] https://www.researchgate.net/. Available at: [Accessed 17 October 2020].

AMADEO, K., 2020. 4 Types Of Real Estate And How To Profit From Each. [online] The Balance. Available at: [Accessed 14 December 2020].

Ambassade-vietnam.com. 2020. Giới Thiệu Việt Nam – Đại Sứ Quán Việt Nam Tại Pháp. [online] Available at: [Accessed 3 January 2021].

Assembly of the Socialist Republic of Vietnam, Session XI (2005), Civil Law No. 33/2005 / QH11. - Quốc hội nước Cộng hòa xã hội chủ nghĩa Việt Nam khóa XI (2005), Luật dân sự số 33/2005/QH11. (Vietnamese Civil Law Code)