建設公司市場區隔與行銷組合之研究-以C公司為例

在台灣經濟發展歷程中，建築業整體易受經濟景氣的影響，已經歷三次從鼎盛時期至蕭條時期；房地產為台灣經濟發展提供良好基礎，創造內需，促進產業升級，房地產的建築事業也伴隨社會一起成長，它曾擁有火車頭工業之稱號，亦是一個國家安定、繁榮的象徵。在不景氣的環境中，仍有建設公司凝聚眾人智慧與專長，創造每一個佳績，贏得地主及顧客的肯定，期間歷經幾次國內外政治、經濟、社會局勢大幅變革，發展出獨特的競爭優勢，毅力不搖，堅守「建築」本業。C公司運用「市場區隔」，為產品找到定位，運用「行銷組合」策略，創造顧客價值，共創雙贏的局面。本研究針對建築業C公司「市場區隔」與「行銷組合」策略，透過文獻探討與個案分析，將 C公司寶貴的實務經驗分享給業界與學界作為參考。

關鍵字

市場區隔，行銷組合，顧客價值

並列摘要

In the economic development course of Taiwan, the construction trade is whole apt to receive the influence with prosperous economy, It has already gone through three times from great prosperity period to depression period; The property offers the good foundation for economic development of Taiwan, creates the domestic demand, promote industry upgrading, architecture of Property the real estate grew up with society, it once had title of Locomotive Engine Industry, it is also a country's stable, prosperous symbol. In the depressed environment, there are still builders to condense everyone's intelligence and specialized, creates every good sales record, gain the affirmation of the landlord and customer, gone through several times both of political, economic, and social situation big changed, developing out the unique competition advantage, willpower is not shaking, stand out at the original profession of ' the architecture. 'C Company ' found the position of products by using “market districting” and by using “sales combination’’ creates customer's value, maintain the win-win situation. This research separates with the selling combination policy and the market districting of construction of C Company, to probe into analysing with the case, shared and regard the valuable practice experience of C Company as reference for the industry and educational circles through documents.