台灣房地產業在總體環境之行銷策略研究─以A、B建設公司為例

陳明徽(Ming-huei Chen)

指導教授 ： 李小梅

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2012年)

摘要

近年來台灣因為經濟發展快速，生活品質提昇，加上東方人傳統認為「有土斯有財」的觀念影響，國人對於房地產需求也逐年提昇；住宅除了自用之外，也是很好的投資標的，因此帶動台灣房地產業蓬勃發展。惟該產業也十分容易受到景氣循環、國際情勢等總體環境面的影響，為因應驟變之外在環境，房地產業行銷策略更應彈性化配合這些大環境的變動。 本研究以研究者所服務之 A 公司與 B 公司為個案研究之對象，經由房地產業產業相關資料收集，並以行銷相關理論基礎為思維架構，分析企業在經營上面臨的問題，並提出可行的策略以提升企業在產業的競爭能力。本研究分析房地產業總體環境趨勢及個別條件之影響與衝擊，以期深入探究業者的因應與調整策略，並探討產業未來的行銷策略方向。 個案 A 公司及 B 公司之建案產品分別於正、負面之景氣環境下銷售，經分析歸納後發現，於景氣循環高點可以以低總價的投資型商品作為產品設計考量，目標顧客並沒有侷限於特定族群，因為此時消費者對於大環境抱持正面態度，希望能將資金投注於適合的投資標的，若再搭配相輔相成的配套措施，能夠對消費者有很大的吸引力。另一方面，景氣循環低點的建案行銷策略則可以量身訂作的方式，提供目標顧客高度客製化的服務，以盡量滿足消費者個別需求的方式來提升銷售成績。 本研究探討 A、B兩個案公司不同環境下之房地產業行銷策略，得到以下結論：產業環境影響決策甚大，策略性行銷至為重要，並設法提高產品的附加價值及審慎考量產品之地域性條件。個案公司針對所面臨之環境衝擊，均能夠因地制宜，適時調整產品定位，推出合宜的行銷策略，掌握策略性行銷的精隨。本研究透過個案研究法及專家訪談法進行，對房地產業提出因應不同景氣環境應該如何發展行銷策略，以作為台灣房地產業市場經營管理者之參考。

關鍵字

總體環境 ； 景氣循環 ； 策略性行銷 ； 房地產業

並列摘要

With the prosperous economic growing, better living standard and an eastern traditional custom- Instead of having money, it is more important to have house property ownership, the needs for real estate in Taiwan have been raised. House property is not just an accommodation but also a good investment, so it helps greatly in real estate’s developing of Taiwan. However, economic condition circulation and international situation could easily influence real estate industry. Therefore, to cope with those influential factors, the marketing strategy of real estate industry should have more flexibility.
The study adopts A company (case A) and B company (case B) which researchers work for as case study. Through collecting data from real estate enterprises, the study based on marketing theories analyses management problems that enterprises face and bring out strategies for enhancing competence in industrial competition. The analysis includes the general environment trend and impact under separate condition. The study discusses coping methods and strategies for enterprise marketing orientation.
The house properties of A and B companies are sold separately under positive and negative economic conditions. The study discovers when in the high level of economic condition circulation, the enterprise can design low-valued accommodations as investing products for unspecified groups of customers. Because the customers have positive mind in investment at this moment, and with the relevant plans, customers are willing to invest in the appropriate products.
Under analyses of case A and B’s marketing strategies in different environments, the study has indicated though environment influences the real estate industry, strategic marketing is the most crucial factor, along with product’s added value and regional condition. When facing the environmental impact, the case study’s enterprises flexibly adjust their products and marketing strategies. Through case study and interviews with experts, the study proposes the coping marketing strategies reference for Taiwan’s real estate industry.

並列關鍵字

strategic marketing ； economic condition circulation ； macro environment ； real estate

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