營建公司策略規劃之個案研究

營建業為營造業與建築業的整合名稱，也可堪稱火車頭產業，無論在國防、交通、農工、水利或者關係到民生的經濟建設與營造業息息相關，面對環境變遷之影響，本研究依據內政部營建署(2017)購屋統計，購置住宅者選擇將大幅改變購屋的類型及選購區域。本研究探討營建業之策略規劃，採用個案研究法，運用腦力激盪術進行策略規劃，內容包括企業定位、內外在環境分析、企業生命週期分析、五力分析、競爭態勢分析、成功要因分析並擬定行動方案。本研究依據重要性與績效分析結果，策略之擬定運用吸引外資、購屋意願(投資/自住)與房屋價格等三個優先改善項目，據以擬定宜家專案計畫行動方案，方案目標設定為一年，期盼藉由此方案來增加小資族（新住民）購屋意願。

關鍵字

策略規劃；營建業；腦力激盪

並列摘要

The construction industry is the integrated name of the construction industry and the construction industry, and it can also be called the locomotive industry. Whether in national defense, transportation, agricultural industry, water conservancy or economic construction related to people's livelihood is closely related to the construction industry, in the face of the impact of environmental changes, this research is based on the statistics of the Home Purchase Department (2017) of the Ministry of the Interior found that the choice of home buyers will significantly change the type of house purchase and the area of purchase. This research investigated the strategic of the construction industry. Adopting Case Study Method, and uses brainstorming method for strategic planning. Including the enterprise positioning, the analysis of internal and external environmental, the analysis of enterprise life cycle, Porter five forces analysis, competitive static analysis, and the analysis of success factors. The last, the research based on the results of importance and performance analysis, uses three priority improvement projects and draw up an action plan for the livable project. To attract foreign investment, own housing or invest home purchase willingness and house price. The plan is set to one year, the purpose is to increase the willingness of new residents to buy houses.