高端住宅的整合行銷策略—以「華固天鑄」為例

Strategy of Integrated Marketing Communication of luxury housing[Sky Garden of Huaku] as an example

林徹人(Che-Jen Lin)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/臺大－復旦EMBA境外專班/碩士(2016年)

https://doi.org/10.6342/NTU201601598

摘要

在過去對於整合行銷傳播的研究都在於「整合的內容」、「不同策略層級的整合」方面進行探討及研究。目前具有實務經驗並對於房地產整合行銷傳播加以進行研究的文獻相對其他產業來的少，針對高端住宅市場的整合行銷傳播研究更是付之闕如。本研究主要研究目的欲探討:1.整合行銷傳播與房地產行銷之關聯性2.近年房地產總體經營環境，對房地產行銷造成之結構性轉變如何3.高端住宅行銷如何應用整合行銷傳播模式，以創造更高的顧客價值。
本研究結果發現:(一)房地產業整合行銷資源整合必需拉高到產業供應鏈整合層級且為常態。(二)房地產業中產業供應鏈、人員組織、行銷機能的整合實為一套系統間的整合。(三)台灣高端住宅市場是房地產第五次景氣循環多頭市場下的時代產物。 (四) 高端住宅市場受到政府政策介入影響甚深，整合行銷力有未逮。(五)高端住宅除地段外，建築團隊的對於潛在顧客的整合行銷溝通決定個案的成敗。(六)高端住宅的溝通方式少用一般大眾媒體，感動服務及體驗行銷成為溝通重點。
本研究貢獻:針對高端住宅市場的整合行銷傳播提出以下建議，作為未來高端住宅在個案銷售執行方面的重要參考依據:
一、高端住宅房地產整合可從戰略層級到戰術層級加以整合，也就是從「產業供應鏈整合」、「人員組織整合」到「行銷機能整合」三大整合，但本研究進一步提出房地產整合行銷傳播「系統觀點」，其實上述三大整合其實為一套系統間的整合，彼此密不可分。
二、三大部門「研展部」、「企劃部」、「業務部」與六大行銷機能「市場分析機能」、「產品定位機能」、「廣告表現機能」、「媒體運用機能」、「業務銷售機能」、「顧客滿意機能」整合模式為日後業界可參考之個案操作模式。
三、雙引擎行銷模式適用於目前高端住宅市場，解決當前台灣房地產所面臨的四大挑戰，包括政策、社會、需求及供給等問題，新境界行銷館可以複製並留下高端住宅的成功模式，打造尊榮空間、進行數位化展示與典藏，並成為之後高端住宅公司提案簡報的重要實績，整合個案已投入資源，而這樣的行銷策略，也能符合當今永續、環保、節能的社會趨勢。

關鍵字

房地產 ； 高端住宅 ； 整合行銷傳播 ； 房地產整合行銷策略 ； 六大行銷機能

並列摘要

In the pass, all the research we have for [strategy of Integrated Marketing Communication] was focus on researching [how we organized] and [different level of organized]. The research which involved testing and experiment for real estate is relatively speaking rare, not to mention about the high end luxury market.
This research is mainly focus on:
1. The relation between strategy of Integrated Marketing Communication and real estate.
2. The real estate environment in the reason years, and how strategy turns the Marketing.
3. How can we apply strategy of Integrated Marketing Communication on high end luxury market?
4. Through the research we have done, we discover that; 1. In able to combine Integrated Marketing Communication on real estate, the high levels of supply chain must become usual. 2. The middle part of the supply chain must bond to a complete system. 3. The high end luxury market in Taiwan was created by the fifth cycle of real estate economy. 4. The government also highly involved in high end luxury market. 5. As for high end luxury market, the building team will be as important as with the location. 6. The communication for selling the high end luxury building is very unordinary.
Contribution of this research: have suggestion which target directly to high end luxury market, that for build a foundation of the future goal.

1. The strategy of Integrated Marketing Communication for high end luxury market can be start from strategy to tactical, which means from industrial supply chain, human organization Integrate to the function of strategy of Integrated Marketing. However in this research we discover yet another fact, and that is systematic view, which play the role between the three critical point above.
2. 3 key department [marketing department], [planning department] and sales department] along with 6 marketing function [marketing research], [product positioning], [advertisement], [media usage], [selling] and [customer satisfaction] will be the example for the companies to run the case.
3. So call [double engine] of selling strategy is currently suite for high end luxury market in Taiwan. It solve 4 biggest challenge that the company can face, which include policy, society, demand and supply. Our selling center [NEW GATE] can copy and store successful case in digital way. Have a luxury place digital demonstration, this will become a good foundation and data base for future cases, and this is also good for environment protection, which suite for today’s slogan.

並列關鍵字

Real estate ； High end luxury market ； Strategy of Integrated Marketing ； Communication ； Integrated Marketing Communication on real estate ； 6 marketing function

參考文獻

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