摘要(英) |
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. |
參考文獻 |
一、 中文部分
1. 李秀鈴(2010),「房地產行銷策略之研究─以虎尾高鐵特區建商為例」,國立中正大學高階主管碩士在職專班論文,嘉義。
2. 林佳瑩(2019),「研究方法(三版):基礎理論與技巧」,台灣:雙葉書廊。
3. 林徹人(2010),「台北捷運住宅廣告行銷案研究─以文心移動光城為例」,臺灣師範大學設計研究所在職進修碩士班學位論文,台北。
4. 洪承(2015),「房地產行銷策略研究─以代銷業銷售成功影響因素之探討」,國立政治大學地政學系碩士在職專班論文,台北。
5. 高熏芳(2001),「專業服務學習課程在師資培育職前教育實施之規劃芻議」,黃坤錦(主持),教育革新與師資培育,新世紀課程改革與教學創新國際學術研討會,淡江大學。
6. 陳向明(2002),「社會科學質的研究」,台北:五南。
7. 陳明徽(2012),「台灣房地產業在總體環境之行銷策略研究─以A、B建設公司為例」,國立中央大學管理學院高階主管企管碩士班論文,桃園。
8. 陳莉媚(2009),「台灣房地產行銷策略之研究」,中國文化大學建築及都市計畫研究所碩士論文。
9. 彭建文、張金鶚(2000),「總體經濟對房地產景氣之影響」,國科會人文及社會科學研究彙刊,10(3):330-343。
10. 彭春貴(2005),「廣告訊息引起消費者認知與感受差異研究─以高雄地區房地產銷售為例」,高雄應用科技大學商務經營研究所碩士論文。
11. 曾文龍(1987),「不動產行銷學」,台北:大日。
12. 游阿勇(2010),「集合住宅銷售策略之研究(以桃園縣龍潭─大溪透天厝為例)」,中央大學土木工程系碩士論文,桃園。
二、 英文部分
1. Bryman, A. & Bell, E. (2003). Business Research Methods. Oxford University Press.
2. Kotler, P., Armstrong, G., & Opresnik, M. (2018). Principles of Marketing 17th edition, Pearson Education Limited.
3. Kotler, P. & Keller, K. (2006). Marketing Management, Pearson Prentice Hall.
4. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing Management: An Asian Perspective. Pearson.
5. Levitt, T. (2004). “Marketing Myopia.” Harvard Business Review, 82(7/8), 138-149.
6. Maggard, J. P. (1976). “Positioning Revisited: Is Positioning Something Old, New, or Borrowed?” Journal of Marketing, 40(1), 63-66.
7. McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Homewood, IL: Richard D. Irwin, Inc.
8. Mitchell, A. & MacNulty, C. (1981). “Changing Values and Lifestyles.” Long Range Planning, 14(2), 37-41.
9. Sheth, J. & Sisodia, R. (2012). The 4 A′s of Marketing: Creating Value for Customer, Company and Society. Routledge.
10. Trout, J. (1969). “Positioning is a Game People Play in Today’s Me-too Market Place.” Industrial Marketing, 54(6), 51-55.
11. Yin, J. C. P., Wallach, J. S., Del Vecchio, M., Wilder, E. L., Zhou, H., Quinn, W. G., & Tully, T. (1994). Induction of a Dominant Negative CREB Transgene Specifically Blocks Long-term Memory in Drosophila. Cell, 79(1), 49-58.
三、 網路部分
1. 住展房屋網(2020)。房市回春大代銷策馬狂奔 代銷王海悅11連莊,信義步步進逼。2020年02月2日,取自: https://www.myhousing.com.tw/index.php?option=com_flexicontent&view=item&cid=33921:2018-03-20-03-01-19&id=87141:11-3&Itemid=1553
2. MyGoNews(2019)。數據統計 2018六都移轉氣較2017年復甦。2019年01月2日,取自: http://www.mygonews.com/news/detail/news_id/127624/%E6%95%B8%E6%93%9A%E7%B5%B1%E8%A8%88%202018%E5%85%AD%E9%83%BD%E7%A7%BB%E8%BD%89%E6%B0%A3%E8%BC%832017%E5%B9%B4%E5%BE%A9%E7%94%A6 |