兩岸房地產案名之研究-以大臺北地區、上海市為例

The study is based on Taiwan and China about using different names for real estate.-based on Taipei and Shanghai city.

陳凱筠(Kai-Yun Chen)

指導教授 ： 連德仁

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2016年)

摘要

案名之於房地產，就像姓名之於人，是給人們的第一印象，更直接影響爾後一連串的廣告表現。案名是透過外顯之視覺傳達內化之意涵，短短數字間所要傳達的訊息卻是包羅萬象。案名也是一個品牌的象徵，傳遞個案精神與信念。案名是一種嚮往、案名是一種方向、案名是一種態度、案名是行為。案名是個案與消費者對談的第一步，然而相關探討卻極度缺乏，故本研究認為可貢獻一己之力，針對兩岸房地產案名做一剖析，為穿梭於兩岸抑或關注兩岸房地產之商務人士或企業提供有利與有力之參考依據。本研究採「比較研究法」分析兩岸案名所呈現之異同，輔以「問卷法」蒐集兩岸消費者對案名具體之觀感，最後採「焦點訪談法」訪談資深專業人員與經營者，透過專家觀點，獲得真實且實用的資料。研究結果得知大臺北地區案名風格分布較為平均，可分為十一類型，而上海案名則以近七成之高比例傾向「企業品牌型案名」，問卷結果印證上海消費者對案名中有企業名稱者具有較高關注度，專家訪談亦呼應此一現象；此外兩岸案名字數表現迥異，大臺北地區偏好短案名，而上海則以品牌訊息傳達為優先，故案名字數一般偏長。據此本研究提出兩點討論省思：第一點：大臺北地區案名風格多樣，消費者對案名關注度亦高於上海消費者，然而空有市場表現卻未加以珍視，與之相關論述少之又少，值得專家學者與國人關注。第二點：上海以近七成之高比例傾向於「企業品牌型案名」則相對限縮其他風格案名的表現，不利於案名之多元發展。

關鍵字

房地產 ； 兩岸 ； 案名 ； 案名品牌化 ； 理性訴求 ； 感性訴求

並列摘要

As a name is to an individual, so is an estate name to real estate, which shapes people’s first impression and which even exerts direct influence on the performance of the series of advertisements that follow. An estate name expresses its internalized connotations through explicit visuals. The messages conveyed in a few words are all-embracing. In addition, an estate name is also a symbol of a brand, transmitting the spirits and beliefs of a case. An estate name is a yearning; an estate name is a direction; an estate name is an attitude; an estate name is a behavior. An estate name is the first step in the conversation between a case and consumers. However, related exploration and discussion are severely lacking. Thus, the study hopes to make its contribution in this respect by conducting an analysis of the names of cross-strait estates so as to provide helpful and convincing reference for business people or enterprises who shuffle on both sides of the Taiwan Strait or who have an interest in cross-strait real estate. This study adopted the “comparative research method” to analyze the similarities and differences of the names of cross-strait estates, followed by a questionnaire to collect cross-strait consumers’ specific impressions of estate names. The study ended with focus interviews with senior professionals and operators to obtain authentic and practical data from experts’ perspective. The research results show that there is a more even distribution of the styles of estate names in the greater Taipei area, which can be divided into eleven types. As for those in Shanghai, a high proportion of approximately 70% lean toward “enterprise-brand type estate names.” The results obtained from the questionnaires demonstrate that consumers in Shanghai direct higher attention to estate names that contain the name of an enterprise, which is also echoed in the expert interview. In addition, obvious differences exist in the number of words used between cross-strait estate names, with a preference for shorter names in the greater Taipei area, while conveying brand messages taking precedence in Shanghai, thus accounting for its generally longer estate names. On the basis of these results, this study proposes two points for discussion and reflection. First, there is a variety of estate names in the greater Taipei area, and its consumers pay greater attention to estate names than those in Shanghai. However, such market performance has not been duly cherished, and related discourse is extremely rare, a state of affair that is worth the attention of experts, scholars, and fellow countrymen. Second, the high proportion of approximately 70% of estate names in Shanghai leaning toward “enterprise-brand type estate names” relatively restricts the expression of other styles of estate names, which is disadvantageous to the diverse development of estate naming.

並列關鍵字

real estate ； cross-strait ； estate name ； estate name branding ； rational appeal ； emotional appeal

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