建設公司STP理論之應用研究—以豪宅為例

Study on the application of STP Theory by Construction Companies – Using Luxury house as Example

王培廉(Pei-Lien Wang)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

「現代行銷學之父」Kotler提出現代策略性行銷，就是「目標行銷」(target marketing)，而目標行銷的重要內容即為市場之區隔(segmenting)、目標(targeting)、定位(positioning)，也就是所謂的「STP行銷」。尤其房地産是典型的資金密集產業，產品去化狀况好壞，可以直接决定企業的生存狀態，如果沒有正確的市場定位，很難保證個案產品成功去化。
本論文以目前住宅市場中最熱門的「豪宅」產品為研究之對象，並藉由「質性研究」之深度訪談、參與觀察及相關文獻資料，作為主要研究方法；以實務的角度來發現建商運作房地產的痕跡，進而深入瞭解建設公司STP理論之運用，並讓消費者得以瞭解豪宅發展的軌跡與豪宅產品定位，提供消費者認識豪宅關鍵特性，希望透過深入分析，能對房地産開發業者和消費者提供一些啓發和幫助。
研究發現「豪宅」產品運用「集中行銷」策略，以一塊較小的市場區隔，集中經營於社會上層的消費對象，如此可以深入瞭解頂級客群的購買動機，容易分析其需求利益；同時也由於「豪宅」產品有炫耀性特質，目標市場消費者共通性強、差異性不明顯，且有群聚效應，因此，能達成強而有力的市場定位，現今的豪宅規劃不斷尋求突破創新，無論是在硬體設備、軟體技術或生活概念上，已成為整體建築市場的先行者，因為要成為市場頂級產品，在建材的使用與規劃設計當然要獨一無二，唯有創造稀有與獨特的差異，才能彰顯其地位與價值。因此，豪宅產品雖然不可能永遠是住宅市場的主流，但卻是引導住宅產品技術進步的領導者。

關鍵字

目標行銷 ； 房地產 ； 建設公司 ； 豪宅

並列摘要

The concept of modern strategic marketing is in fact what is often called target marketing, which was first introduced by Kotler, the father of modern marketing. The key elements of target marketing are market segmentation, market targeting, and market positioning, known as "STP marketing." In particular, the real estate is a typical capital-intensive industry, the sales amount up will impact the survival of a company. If the market of the company does not position properly, it is very difficult for the company to promise its successful sales.

In this paper, we has targeted the most popular product "luxury house" in the current residential market as the qualitative research , by the in-depth interviews, field observations and related documentation analysis as the main research tools . From a practical viewpoint, we found the operation of a real estate, and further explore their application of STP theory in the industry, so as to allow consumers to understand the development history of luxury house and their product positioning. Our intention is to provide consumers with useful information regarding the key characteristics of luxury house. We also hope that the in-depth analysis result will bring the construction companies and consumers some inspiration and assistance.

Our study find out that the usage of focus marketing in "luxury house" product in a small market segment, and focus on consumers in upper, can help to further understand the purchasing motivation, of the VIP consumers with more socially income and analyze its benefit more easily. At the same time, since "luxury house" products all have spectacular features and target consumers share strong commonality in preferences, but not so obvious in heterogeneity, thus created a cluster effect. In the current situation, if a construction company wants to establish strong market positioning, he needs to seek for breakthroughs in innovation and design layout of the luxury house continuous, no matter it is hardware, software or living-concept solution. For the forerunners in the construction market, in order to maintain the reputation of offering the best product in the market, their choice of building materials and design layout needs to be unique, which is the only way that can specialize its rare position and uniqueness. Consequently, luxury house maybe not always the mainstream in the real estate market, but they can be the leader of technological advancements in the residential market.

並列關鍵字

target marketing ； real estate ； construction companies ； luxury house

參考文獻

林英彥(2004)，《不動產估價》，台北：文笙。

楊宗憲(2003)，「住宅市場之產品定位分析—建商推案行為之研究」，《住宅學報》，第12卷第2期，頁123-139。

郭恬綾(2004)，「台北市豪宅市場關鍵成功因素」，未出版碩士論文，淡江大學國際貿易學系。

沈庭增(2007)，「都市先丹-台北市小套房之空間與生產」，碩士論文，國立台灣大學建築與城鄉研究所。

Ries, A., & Trout. J. (2001), “Positioning: the battle for your mind”，張佩傑譯，《攻心:定位策略》，台北：遠流。