房地產廣告策略選擇之研究

房地產市場競爭激烈，房地產業者的廣告策略具多元性，然目標客群的廣告接受途徑與接受程度不一，所以業者需要具體清晰的廣告策略。另外一方面，房地產廣告策略缺乏系統性且有實務看法之研究。因此本研究站在房地產業者的角度來探討預售屋與新成屋之廣告策略決策因素，以層級分析法(Analytic Hierarchy Process，AHP)建立研究架構，並根據文獻回顧與實務經驗，建構出五個主要構面和十五個決策因素進行權重排序與分析。再者，並透過基於平均距離評價法(Evaluation based on Distance from Average Solution，EDAS)提出房地產業者針對不同房地產預售屋與新成屋產品時，可以採用之廣告策略組合。本研究針對建設公司、不動產代銷業、廣告設計業三類受訪者進行調查，共49份有效問卷。運用模糊層級分析法(Fuzzy Analytic Hierarchy Process，FAHP)研究分析顯示戶外廣告(0.417)為最重要之構面，網路廣告(0.355)次之，兩者權重加起來已接近8成。在決策因素部分，前六名依序為戶外看板(0.2830)、手機平板廣告(0.2183)、手舉牌(0.1034)、APP廣告(0.0691)、個人電腦廣告(0.0675)、以及口碑介紹(0.0429)。此外，EDAS研究分析顯示房地產產品評價得分排名依序為首購型產品、套房型產品、換屋型產品、豪宅型產品，本研究之研究貢獻與管理意涵將可以提供房地產業者廣告選擇決策建議。

關鍵字

房地產業者；廣告策略；模糊層級分析法；基於平均距離評價法

並列摘要

Competition in the real estate market is fierce, and the advertising strategies of real estate industry players are diverse. However, the target audience's advertising acceptance channels and acceptance levels are different, so industry players need specific and clear advertising strategies. On the other hand, the real estate advertising strategy lacks systematic and practical research. Therefore, this research discusses the decision-making factors of advertising strategy of pre-sale houses and new built houses from the perspective of the real estate industry, establishes a research framework with Analytic Hierarchy Process (AHP), and constructs five main aspects and fifteen aspects based on literature review and practical experience. The decision factors are weighted and analyzed. Furthermore, through the Evaluation based on Distance from Average Solution (EDAS), it proposes a combination of advertising strategies that the real estate industry can use when targeting different pre-sale houses and new built houses in real estate products. This study conducted a survey on three types of respondents: construction companies, real estate agency sales, and advertising design industries. There are a total of 49 valid questionnaires. FAHP research analysis showed that outdoor advertisement (0.417) is the most important aspect, followed by online advertisement (0.355). The combined weight of the two is close to 80%. In terms of decision factors, the top six in order are outdoor signboards (0.2830), mobile phone and tablet ads (0.2183), hand-raising signs (0.1034), APP advertising (0.0691), personal computer advertising (0.0675), and word-of-mouth introduction (0.0429). In addition, the EDAS research analysis showed that the ranking of real estate product evaluation scores are first-buy products, suite-type products, house-exchange products, and luxury products in order. The research contribution and management implications of this research will provide real estate industry players with advertisement selection decision-making recommendations.