建築營造業之競爭策略與行銷策略探討-以A公司為例

Building and construction industry's competitive strategy and marketing strategy-as A company for example

何維政(WEI-CHEN HO)

指導教授 ： 林哲群

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2015年)

https://doi.org/10.6843/NTHU.2015.00650

摘要

營建業或房地產產業不僅僅會受到經濟以及社會環境變動之影響，不同地區的土地成本以及消費者的喜好也會影響營建業者與房地產業者的發展，近年來，房價高漲，許多新的建案也紛紛推出，雖然政府有打房的政策，但是房地產仍然是國人認為需要擁有的資產，因此產業內競爭仍然激烈，業者勢必推出特別的行銷策略以及產品物件來吸引消費者的注意。
因此，本研究希望採用個案研究法的方式，瞭解個案公司所處的產業位置以及其競爭分析狀況，並針對個案公司之行銷策略提出建議。

關鍵字

營建產業 ； 競爭策略 ； 行銷策略

並列摘要

Construction industry or real estate industry will not only be affected by changes in the economic and social environment. Rhe different parts of the land costs and consumer preferences also affect the construction industry and the real estate industry's development in recent years, rising prices, many new cases are built. Although the government has hit housing policy, but real estate is still a need which people think of assets, and therefore still intense competition within the industry. The industry is bound to launch a special marketing strategy and product items to attract the attention of consumers.
Therefore, this study hopes by way of case studies to understand the cases in which the industry position of the company and its competitive analysis of the situation and make recommendations for the case company's marketing strategy.

並列關鍵字

Construction industry ； competitive strategy ； marketing strategy

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