- 學位論文
不動產代銷銷售影響因素之研究-以海悅國際代銷桃園青埔個案為例
The influence of Real Estate Marketing Agency on sales performance-- The Case Study of the Hiyes in Taoyuan QingPU District
摘要
住宅市場之產品定位，一直是建築產業及代銷產業最重要的一環，進行市場調查及分析，更是重要的一門學問，坪數定位關係於區域的屬性、客戶購屋預算與總價考量，剛性需求與市場景氣變化等等，更會直接導致個案之銷售狀況成功與順銷與否。 桃園青埔地區位處於中壢區 – 高鐵桃園車站特定區，因為商圈聚集，且橫跨桃園機場捷運A17、A18、A19三站，更有高鐵桃園車站、IKEA、X-Park水族館、新光影城、和逸飯店、華泰名品城等建設利多，由於重劃區佔地廣闊，且多為中大型基地開發，故開發商在產品定位時之變化彈性也相對較廣。在2007年高鐵通車、2017年機場捷運通車之後，青埔更由封閉式市場導向為吸納更多區域外購屋客層移入，市場分析與定位更顯得尤其重要。 面臨市場景氣之不確定性，以及土地價格不斷上漲，推案價格也不斷向上推升，適逢房地合一稅制之施行，且為維持房屋總價帶控制、適宜剛性需求產品能迅速銷售去化，建設開發商多會傾向將產品定位以首購與首換兩大族群，設定為建案產品之大宗潛在客戶為主，本研究主要探討不動產代銷銷售房屋之，影響銷售因子之間的關係，可以作為建設公司在產品定位時之參考依據。
並列摘要
Product positioning in the residential market has always been the most important part of the construction industry and the agency sales industry. Market research and analysis are even more important. The positioning of floor space is related to the attributes of the region, the customer’s house purchase budget and the consideration of the total price, and rigid demand Changes in market conditions, etc., will directly lead to the success or failure of the individual’s sales status. Taoyuan’s QingPu area is located in the Zhongli District – a specific area of Taoyuan Station of the High Speed Rail, because the business district is concentrated and it spans the A17, A18, and A19 stations of the Taoyuan Airport MRT. There are also high-speed rail Taoyuan Station, IKEA, X-Park Aquarium, and Shin Kong Cinemas, Hotel COZZI, GLORIA OUTLETS, etc. have been well constructed. As the rezoned area covers a large area and is mostly developed by medium and large bases, developers have relatively wide flexibility in product positioning. After the opening of the high-speed rail in 2007 and the opening of the airport MRT in 2017, QingPu has moved from a closed market to attract more regional outsourcing houses. Market analysis and positioning are even more important. Faced with the uncertainty of the market economy and the rising land price, the house price has also continued to rise, and the implementation of the integrated real estate and House and Land Transactions Income Tax, and in order to maintain the control of the total housing price, and the rigid demand products can be sold quickly , Construction developers tend to position their products in the two major groups of first purchase and replacement, and set them as the bulk of potential customers of the products under construction. This study mainly explores the relationship between the positioning of the house space and the sales impact. As a reference for construction companies in product positioning.