透過您的圖書館登入
IP:3.85.85.246
  • 學位論文

台北地區住宅產品定位與策略之研究-以個案公司為例

The Taipei Area Residence Product Position and Strategy Research- a Case Study of a Company Product.

指導教授 : 張舜德 博士
若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


從建築產業的特性來看,專案產品定位對行銷階段的成敗影響很大。因此若想在建築業中脫穎而出,需要強化公司的競爭力,以獲致成效。 建商平時就需要持續的進行市場研究,以了解並掌握購屋者的需求,於土地開發之初,深入的對建築基地之地段特性調查分析,結合購屋者的需求,精準的選定產品定位,使定位企劃能產生好的規劃成果,進而推出符合購屋者利益之產品,及個案得以順利銷售,公司因而獲利成長。 許多研究已提出,品質管理成效與組織績效之間具有正向關係,本研究乃以規劃作業之特性,探討基地特性分析、產品定位策略,以供業界提昇銷售績效及後續研究之參考。 本研究以文獻探討、問卷調查,輔以專家訪談,作為主要研究方法。在文獻探討方面,則蒐集國內外有關房產市場STP理論、產品定位及規劃相關之理論與實證研究資料,作為本研究建立研究架構之基礎。在研究資訊來源方面,以深入訪談法收集業界專家意見,並選擇個案公司位於台北地區的15個專案作為研究物件,所得的量化資料以因素分析、集群分析方法整理成關聯矩陣與歸納分析產出結果。 本研究針對台北地區十五個住宅個案產品進行實證研究,得知以下的結果: (一)住宅基地之交通便捷、生活機能、當地區域經濟文化環境等地段的特性,購屋者利益區隔重要因素,加上產品定位三者的緊密結合,在銷售較能夠獲的預期的成果。 (二)就產品定位而言,深度分析整理個案基地特性,在各區隔之優勢劣勢程度,可尋找出該基地產品定位與規劃設計的主軸,並可以此主軸的方向與設計結果,訂定合適的行銷策略。 根據以上之分析結果,本研究建議業界積極持續的進行市場調查。加強對基地分析的重視;提升市場調查的能力,加強相關人員的專業化程度和理論水準,提高資訊的利用程度。

並列摘要


Seeing from the characteristic of building industry, the product position is a great impact towards the marketing. Consequently efforts to stand out from the competitors must come from the competitive advantage. The continuance market research is required to understand the buyers’ demand. In the beginning of land development, it is important to research and analysis the district characteristic of the building base and combine the buyers’ demand. The market research can offer a product position to perfectly match the buyers’ demand and make profit growth for the company. Many researches result the quality management and organization performance has a forward direction relationship, this research is to analyze base characteristic and product strategy to provide the marketing and research reference. This research is inquired with cultural heritage, questionnaire, assist with the expert interview as main research methods. In the aspects of cultural heritage, to collect a relevant house property and STP theories, product positions and the related theories as bases. In the aspects of research sources, to deeply interview the experts’ opinion, and select 15 projects of Taipei region to analyze and study with the method of correlation matrix analysis to make results. This research studied on the 15 residence projects in Taipei and known the following result: (A) The convenient transportation, life function, the local region economic cultural environment etc. are the important factors of the benefit compartment, can gain the expected sale. (B) In the aspects of the product position, to analysis the base characteristic could find out advantage to design and establish a suitable marketing strategy. According to the above analyses, the research suggests industry to continue market research, to analyzes and focus on the building bases, promote the capability of market research and profession that strengthens a related personnel and theories level and raises the degree of the use of of information.

參考文獻


洪順慶,行銷管理,台北,新陸書局,2001。
Aaker, D, A, and Gary J, Shansby,Positioning Your Product Business Horizons, May-June, 1982,
Kotler Philip, Marketing Management, 11th ed, NJ: Prentice-Hall Inc,,2002
一、中文部份
Bearden, Ingram & La Forge 著,王居卿、張威龍、陳明杰譯,行銷學-原理與觀點,台北,前程企業管理有限公司,2002。

被引用紀錄


蔡煜凱(2012)。台灣中小型建設公司經營之關鍵成功因素之研究〔碩士論文,國立臺北科技大學〕。華藝線上圖書館。https://doi.org/10.6841%2fNTUT.2012.00024
何能賢(2014)。土地區位與產品規劃關聯性探討〔碩士論文,國立中正大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0033-2110201614002642

延伸閱讀