住宅建築產業競爭優勢個案分析─以F公司為例

曾嘉輝(Chia-hui Tseng)

指導教授 ： 滕曉雲

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2013年)

摘要

住宅建築產業在整體建築投資環境是市場主流商品，大部分建設公司主要也以建造住宅產品為公司主要經營項目，隨著社會經濟環境的進步，人們生活水準也日益提升，消費者對於住的品質要求也越來越高，早期傳統的住宅產品已經無法滿足消費者需求。在今天，一棟住宅大樓除了房子本身好的硬體設備是必備條件外，軟體服務品質對於現在的消費者更是不可或缺的選項。
台灣住宅建築產業是屬於完全開放自由競爭的產業，經過幾波的景氣循環一些無法跟上消費者需求的公司都在面臨不景氣時逐漸淘汰。自2003年起房市進入第四波景氣多頭循環迄今已十年，這波多頭是房地產有史以來最長的一波多頭行情，中間固然有許多國內外經濟及政策造成利多的原因，但隨著房價飆漲，各項空頭言論與政府打房政策推出，一些消費者信心開始動搖，對房地產後續發展開始持保守觀望態度，購屋意願降低進而造成市場成交量下滑。個案公司面對日後更加激烈的競爭環境，必須提供更符合消費者需求的產品與專業化售後服務，以重視消費者需求為導向來全面提升公司形象及服務品質，進而提升整體經營績效。
由於本研究有別於一般建設公司在企業競爭力的文獻，內容並非在探討市場價格與數量或建設公司經營績效與景氣關係，而是以消費者需求特徵建構建設公司在住宅產品的競爭優勢，進而清楚建設公司日後在規劃住宅市場的主要方向，因此本研究以消費者重視產品需求特徵滿意度的觀點作為研究方向，更有助於建設公司了解其資源配置方式。
本研究依消費者對各項需求特徵的重要性及滿意度，分析個案公司競爭優勢與競爭劣勢之項目，以作為其資源配置之參考。個案公司若要保持競爭優勢，則須透過增加消費者直接與間接的感受利益與降低消費者不重視特徵的經營成本來擴大其經濟價值。最後，本研究期待透過消費者觀點，提供建築經營業者不同的思考面向，除了住宅產品本身規劃重要性外，更能將重點置於品牌形象與售後服務上，透過客戶感受利益的提升進而創造企業競爭優勢。

關鍵字

住宅產品 ； 競爭優勢 ； 需求特徵分析

並列摘要

The traditional focus of construction companies had been that of constructing residential buildings. Whilst this purpose had served well in the past, the standard of living had increased significantly over the past few decades with the growth of the economy. The early and traditional models of residential housing now no longer satisfy the needs of the modern consumer. Consumers now demand not only good quality housing but at the same time, also look to the soft aspects (such as after sales service) in making their purchasing decisions.

The Taiwan residential housing market is characterized as a free competition market served by numerous construction companies. Over the years, several construction companies had exited the market as their products are unable to satisfy the demands of consumers. With the economic progress that Taiwan had experienced, as well as favorable Government policies, the Taiwan residential housing market has since 2003 been in its longest bull run. The result of this prolonged bull run had been high property prices and consumers are complaining about the sky high property prices. The Government had since started to intervene through policy implementation to cool the hot property market and consumers are waiting at the sidelines to determine the impact of these policy changes. Consequently, the volume of housing property transactions had slowed down. With this slowdown, it becomes more imperative for construction companies to not only provide quality housing options to Customers, but to ensure excellent after sales service as well. By addressing the specific needs of Customers, the construction companies would be able to increase company performance.

This study is different from other studies that had been completed which focuses on increasing competition within the construction industry, the relationship between housing prices and that of trading activities, or the impact of the level of prosperity in residential property market on construction company performance. Instead, this research had focused on the competitive advantage for construction companies by focusing on the consumer demand characteristics. This would focus on the consumer value product satisfaction and finding a way of designing suitable product required by consumers. The result of this research would be useful to construction companies in allocating their scarce resources.

The importance of satisfying consumer value for each demand characteristics cannot be further emphasized. This study would analyse the competitive advantage and competitive disadvantage which would provide insights to companies in allocating scarce company resources. By focusing on increasing the perceived benefit that the consumers derive or reducing the costs of activities where consumers do not, construction companies would be able to attain competitive advantage. Lastly, this research would also like to provide construction companies a different perspective, through consumer perspective research, that there is need to focus more on building enterprise brand image and after sales services to create competitive advantage.

並列關鍵字

residential buildings ； competitive advantage ； demand characteristics

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