| dc.description.abstract | The purpose of this research is to analyze the marketing strategies of the H real estate agency. The study first collected and aggregated secondary data from government and companies to understand the current situation of real estate agencies in Taiwan. The study then chose the building A9 of a medium-sized construction company, A, as the research subject, and as a comparison object, the building case B1 developed by a large construction company, B. The study further referred to the marketing management theories discussed in 2006 to analyze the strategies of real estate agencies, including: market research and analysis, target marketing, marketing mix (4P’s), strategic marketing, execution and control, and sales performance analysis. The strategies, specific actions and sales results were analyzed in turn.
This research mainly adopts the qualitative research method for the data collection, including secondary data and the researcher’s observation and experience. The general manager of the H real estate agency has 30 years’ experience in real estate sales, and understands the significance of customer orientation. The building case A9 was developed by the company A, which was established in 2006. This research analyzed why the building case A9 developed by a medium-sized construction company could outperform the building case B1 developed by the large construction company B in terms of selling speed and unit price. Even though these two building cases are in northern Miaoli, the building case A9 is at a mediocre location away from city central. The study analyzed the reasons for successfully selling out and maintaining a higher than market profit as follows: (1) a customer orientation can better satisfied customer needs, thus shortening sales period; (2) clear market segmentation and positioning can enhance the brand’s value, thus creating sales price; (3) a building case with clearly targeted customers and location and centralized execution of media could reduce sales costs. | en_US |