本研究旨在探討關係行銷於優化台灣房地產產業供應鏈管理中的應用。研究採用質性研究方法，透過半結構式訪談，訪問16位來自房地產供應鏈各環節的高階從業人員，涵蓋開發商、營造商、地政士與物業管理者等。研究結果指出，溝通、信任與互利共贏是建立穩定且長期合作關係的核心要素。有效的關係行銷策略能夠提升合作效率、降低營運成本、強化品牌定位，並增進顧客滿意度。然而，在實務應用過程中仍面臨若干挑戰，包括文化差異、短期導向思維、組織結構僵化，以及中小企業資源不足等問題。本研究的創新之處在於，將關係行銷的焦點由傳統的顧客導向擴展至整體利害關係人視角，強調其在整體供應鏈中的價值與作用。本研究不僅對學術理論提出補充，也為台灣房地產業者在面對快速變動的市場環境中，提供了提升供應鏈韌性與競爭力的實務建議。;This study explores the application of relationship marketing to optimize supply chain management within Taiwan’s real estate sector. Using a qualitative approach, the research is based on semi-structured interviews with 16 senior professionals across key stages of the real estate supply chain—including developers, contractors, land administration agents, and property managers. Findings reveal that communication, trust, and mutual benefit are the cornerstone elements for building stable, long-term partnerships. Effective relationship marketing strategies contribute to improved collaboration, reduced operational costs, stronger brand positioning, and enhanced customer satisfaction. However, several challenges hinder implementation, including cultural differences, short-term business mindsets, rigid organizational structures, and limited resources among small and medium-sized enterprises. The study’s innovation lies in shifting the focus of relationship marketing from a traditional customer-oriented view to a broader stakeholder-centric perspective, emphasizing its value across the entire supply chain. These insights offer both theoretical contributions and practical guidance for enhancing the resilience and competitiveness of Taiwan’s real estate industry in a rapidly changing market environment.
