臺中市住宅市場區域特性暨住宅產品定位之研究

臺中市近年由於政府積極地進行都市規劃，使得臺中市整體環境面有一個良好的提升，從市場面來看，可以發現臺中市近幾年的推案量不斷攀升，而且預售屋及新成屋的每坪報價屢屢創下新高，足以見得臺中市房地產的交易相當活絡。本研究利用問卷調查實地瞭解臺中市市民之整體需求特性，並藉由與個案公司訪談之結果來探討建設公司進入臺中市住宅市場之整體住宅產品定位策略；再利用臺中市各區域次級資料之彙整及AHP問卷得到之權重共同歸納出區域之特性及適宜的產品組合規劃。本研究之主要結論如下: 1.就臺中市整體居民需求特性而言，建商針對大眾市場推出新成住宅時最適合之產品定位為華廈或社區大樓之3房、30坪左右、總價在1000-1200萬之住宅。 2.歸納臺中市各個區域之特性指標，可以發現在南屯區及西屯區，由於區域行情本身較高，未來增值性深具潛力，且區域生活機能較佳，加上區域未來土地開發計畫較集中，因此在南屯區與西屯區之適宜定價為高單價(每坪30萬以上)。中區及東區等開發較早區域，由於生活環境與品質較差且缺乏區域重大公共建設及土地開發計畫，因此適合低單價(每坪20萬以下)的定位。 3.就臺中市而言，高單價的住宅產品定價適合搭配中坪數及大坪數的空間定位；中單價的住宅適合搭配中坪數產生產品組合；而低單價的價格適合搭配中坪數及小坪數來作為產品定位。

關鍵字

區域特性；住宅市場；產品定位； AHP ；房價

並列摘要

Because of the actively urban planning by government, the entire environment of Taichung city has been improved outstandingly.It is found that the volume of preconstruction is increasing, and the price of the preconstruction is rising rapidly.It may be inferred that the transactions of the real estate in Taichung city is vitalized. This study tries to catch the characteristics in the demand side of Taichung city by onsite investigation.Also use the analytic hierarchy process (AHP) to illustrate the importance of criterions.And provide some suggestion on product positioning in whole market and regional market. The summary of the study are listed as following: 1. To meet the needs of mass market in Taichung. The construction companies are suggested to provide products with three living rooms, 1080 square footage, and total price around 100 millions to 120 millions. 2. The construction companies can set a higher price in Nantun district and Xitun district because of the higher market price, the higher potential growth, the better function of living, and the plentifully regional plans.The Central district and East district are fully developed.Lack of regional construction plan and bad living environment quality. Lower price pricing strategy is applied. 3. In Taichung housing market.The high price is suggested to collocate with larger space.On the other hand, low price and smaller capacity are arranged in pairs.