房地產代銷目標行銷策略之個案研究─以H代銷公司A9建案為例

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题名:	房地產代銷目標行銷策略之個案研究─以H代銷公司A9建案為例
作者:	張宏臺;Chang, Hueng-Tai
贡献者:	高階主管企管碩士班
关键词:	行銷策略;目標行銷;房屋代銷;Marketing strategy;Target marketing;Real estate agency
日期:	2020-06-17
上传时间:	2020-09-02 16:52:45 (UTC+8)
出版者:	國立中央大學
摘要:	本研究旨在探討H代銷公司的行銷策略，首先經由蒐集並彙整相關文獻資料及政府單位與企業所公佈的次級資料說明台灣房屋代銷市場之現況，其次，本研究選擇中小型A建設公司A9建案為研究對象，大型B建設公司B1建案為比對對象，參考Kotler & Keller（2006）提出的行銷管理理論基礎，深入分析代銷公司的行銷策略，包括：市場調查分析、目標行銷、行銷組合（4P’s）策略、策略規劃、執行與控制，以及銷售績效分析，逐一分析個案公司的策略、具體作為與銷售成果。本研究主要採行質性研究法，資料蒐集包括：次級資料與研究人員的個案參與觀察及經驗，H代銷公司的經營者擁有30年房屋代銷的豐富經驗，深刻體認到以客戶為導向的銷售策略，本研究所選擇A9建案的A建設公司，成立於2006年，正值台灣經濟起飛百業興隆之際，隨著經濟景氣房屋市場交易活絡，市場蓬勃發展，快速成長，A公司從2006年從事於土地開發、建築營造等整合性發展，本研究選擇其A9建案做為研究對象，分析其與大型B建設公司，在苗北同一區域中推出B1建案，在地段較差的條件下仍能順利完銷，且售價高於地段較好的B1建案，不僅建立良好的品牌形象與口碑，更維持高於市場水準的獲利，故本研究整理並歸納出結論如下：（1）以顧客為導向的產品規劃，滿足客戶需求，可縮短銷售期限，（2）市場區隔與定位清晰明確，落實品牌價值之精神，可創造銷售價格，（3）鎖定目標客戶、客源區域、集中媒體執行，可降低銷售成本。;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.
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