隨著台灣經濟的發展，房地產產業成為台灣經濟不可或缺的一環，房地產產業也隨著總體環境的動盪，包括政府所推行的相關政策、人口結構與社會文化的改變、以及經濟景氣循環的持續變化，房地產業者必須制定出符合市場情況之行銷策略，才能夠成功銷售建案產品。 本研究針對個案A公司與個案B公司，進行質性研究的探討，運用個案分析法來研究台灣推行房地產兩稅合一前與推行後，個案公司推出因應的行銷策略。藉由蒐集各理論文獻、個案公司之次級資料與高階主管之訪談資料，了解個案公司之營運概況，探討個案公司如何透過總體環境分析、行銷4P’s理論以及目標行銷STP，來制定不同的行銷策略，並且探討其關鍵成功因素。在彙整與歸納研究結果後，提出實務建議與對未來研究之方向以供後續研究者或房地產業業者做為參考。 本研究提出兩大結論：(1) 總體環境變化對於房地產產業的影響；(2)行銷策略應順應總體環境進行調整與修正。在彙整本研究之結論後，更針對個案A公司與B公司提出營運與行銷上的實務建議，包括：(1)大環境變動所產生的風險管控；(2)鎖定目標族群之行銷策略管理；(3)地理區域位置的關鍵因素；(4)銷售策略應審慎不宜冒進；(5)人口結構轉型問題。本研究盼研究結果與建議能實質幫助個案A公司與B公司以更了解總體環境與行銷策略的影響，使其能夠在房地產業中掌握大環境趨勢以取得市場競爭優勢。;As Taiwan′s economy grows, the real estate industry has become an indispensable part of it and continuously develops with the changes taken place in overall environment. Such changes include the relevant policies implemented by the government, changes in population structure and social culture, as well as the economic cycle. Real estate practitioners must develop marketing strategies that are consistent with market conditions in order to successfully sell their projects. This study, targeted at Company A and Company B which are the individual cases, conducts the qualitative research, and the case analysis method is adopted to study the differences in the marketing strategies developed by Company A and B before and after the implementation of the integration of two types of real estate taxes into one in Taiwan. By collecting the theoretical literature, secondary data of the researched companies and interview records of senior executives, we can understand the operation of the researched companies and explore how they develop different marketing strategies through the analysis of overall environmental, the marketing theory of 4P’s, and target marketing. After the research results are collected and summarized, this study proposes two conclusions: (1) the overall environmental changes have a tremendous impact on the real estate industry; (2) marketing strategies should be adjusted and revised in accordance with the overall environment. After the conclusions of this study are summarized, this study proposes practical suggestions on operations and marketing for Company A and Company B, providing reference for real estate developers. Such suggestions include: (1) risk management and control caused by changes in the overall environment; (2) the marketing strategy management locked upon the target group; (3) key factors of geographic location; (4) sales strategy should be cautious instead of being aggressive; (5) population structure transformation. The study hopes that the research results and suggestions can help Company A and B in real earnest to better understand the impacts exerted by the overall environment and marketing strategy, so that they can grasp the trends in the overall environment of the real estate industry to gain the market competitive advantage.
