| dc.description.abstract | The height of the 1980s, economic development, have contributed to the growth of Taiwan’’s real estate market, real estate prices also will rise, while real estate investment environment due to the low barriers to entry, so to attract a lot of money influx. Messages in real estate transactions transparent and announced in early 1991 caused by the volumetric rate of the control building are rushing to build, but he led more than a large number of houses unmarketable. A huge backlog of capital is not only a waste of resources, real estate market downturn brought the non-performing loan ratio of financial institutions on the rise, forcing the Treasury rolled out starting in early 1999, hundreds of billions of low-interest housing loans, attempting to make into a quagmire of financial sector relief, and this one practice at the time much comment.
In this study, the seller’’s point of view, trying to find out the marketing decisions to be a focal point of consideration, and hope to build a complete real estate marketing standard operating procedures, provide the rest of home sales in the next release of the case, decision-making basis. Thus, in addition to market analysis and marketing strategies to explore the connection between the outside and in line with actual case of the verification and analysis of the theory with a view to practical experience can provide a complete logic of the industry’’s ideas and practical direction for decision-making.
At different stages in the marketing process encountered by the blind spot, may be the target market analysis customer-level analysis, media planning, product re-positioning, lock-off layer and development and other projects to be overcome to reduce the risk to push the case. The marketing research of the three major focus for the development of marketing strategies to provide appropriate basis. By collecting information, market analysis and develop strategies so far, each phase must be closely interlinked, are indispensable. A case study from the Longtan, verify that a structure can actually correspond with the case. From land development to the house I go to technology, have encountered to provide a reasonable and feasible guidelines. The case in the planning of products and develop sales strategies, we should first analyze target their customer characteristics. Local area due to the price level is not high on the high floors of the acceptance is limited; and the preference for low-floor residential high-rise housing on a larger resistance. A result of the case to the regional customer satisfaction, so planning product portfolio and pricing strategies, we should first understand the characteristics of the region. Longtan introduced at the beginning, failed to target their customer development and sales of locking operations in parallel, resulting in the loss of the best sales opportunities and cause excessive I housing, increasing the risk to the technology. As for the meaning of strategy is concerned, include the following: 1. For the various stages of marketing research and market analysis required to develop strategies, begin with a way to illustrate this process, can be used as the industry pushed the case when the actual reference; 2. marketing research analysis for different stages of the project very much visible changes in the actual needs of the situation to be in order to comply with the principle of cost-effectiveness; 3. because of the type of real estate varies types of different, although this study focused on the residential type of pre - Discussion on home sales, but other types of real estate required for the analysis of the focus is very much the same, the difference is not, should be able to apply by analogy to be adjusted.
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