策略性行銷定位與不動產代銷績效之關聯性－多建案之比較

The Relationship between the Positioning of Strategic Marketing and the Performance of Real Estate Marketing Agency-A Comparison of Multiple Cases

蘇燕萍(Yen-Ping Su)

指導教授 ： 張寶光

共同指導教授 ： 陳心田(Shin-Tien Chen)

淡江大學/商管學院/會計學系碩士在職專班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00017

摘要

本文探索不動產代銷之行銷策略模式與行銷理論之結合，同時亦澄清策略性行銷定位與不動產代銷績效之關聯性；因不動產代銷業為國內首創的特殊產業，為房地產交易之主要媒介者，扮演建商與顧客之間溝通協調之中介者，同時需就策略性行銷定位形塑個案之最大利基處，精準執行行銷力，創造個案之差異化價值溢酬，於成就代銷績效同時建立代銷之品牌績效。本文由多個案進行深度訪談並探索個案之策略性行銷定位與行銷理論之結合模式，並就其與代銷績效之關聯性、衍生品牌績效之關聯性進行分析，經由多個代表性個案的逐一詳細解構及分析，澄清代銷業者進行策略性行銷定位於行銷理論應用之模式，並經訪談結果進行解構及量化，作為佐證策略性行銷定位績效確與不動產代銷績效具關聯性之個案證據，於訪談過程亦發現關係行銷與體驗行銷可作為不動產代銷業未來進行發展之方向。研究結果期盼對不動產代銷業者管理階層之決策參考有所俾益外，對相關學術文獻的累積亦能有些許的增額貢獻。

關鍵詞：策略性行銷定位、行銷模式、策略定位

關鍵字

策略性行銷定位 ； 行銷模式 ； 策略定位

並列摘要

This paper is aimed to explore the combination of marketing strategy model and marketing theory of real estate marketing agency, and, meanwhile, illustrate the relationship of the positioning of strategic marketing and the performance of real estate marketing agency. As the real estate marketing agency is a special industry established in Taiwan for the first time, it is the main media in the transaction of real estates and plays a mediating role in the communication between businessmen and customers. Moreover, the maximum market niche of the cases should be formed according the positioning of strategic marketing, and the marketing force should be accurately carried out so as to produce differentiation value premium in cases. So the performance of marketing agency and the brand performance of marketing agency have been established at the same time. Conducting in-depth interviews in multiple cases, the paper explores the combination model of the positioning of strategic marketing and marketing theory, and analyzes its relationship with the performance of marketing agency and derived brand performance. The representative cases which are analyzed in details one by one clarify the model of strategic marketing positioning and marketing theory. The results of interviews are analyzed by quantization and used as the basis to prove that the performance of strategic marketing is related to the performance of real estate marketing agency. It is found out in the interviews that relationship marketing and experiential marketing can be set as the direction for future development of real estates. It is expected that the research results can provide references for the management echelon’s decision making of real estate industry and contribute to the related academic literature.

並列關鍵字

Positioning of strategic marketing ； Marketing model ； Strategic positioning

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