政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/128908
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 50979304      Online Users : 918
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/128908


    Title: 建商推案行銷策略之研究 —產品定位、銷售時機方式、降價動機及銷售率影響之分析
    Marketing Strategies for Real Estate Developers in Launching Projects： An Analysis of Product Positioning, Marketing Options, Reducing Prices Motivations and the Effects of Sales Rate.
    Authors: 李尚華
    Lee, Shang-Hua
    Contributors: 張金鶚
    Chang, Chin-Oh
    李尚華
    Lee, Shang-Hua
    Keywords: 行銷策略
    產品定位
    銷售時機與方式
    價格策略
    銷售率
    Marketing strategies
    Product positioning
    Sale timing and approach
    Pricing strategy
    Sales rate
    Date: 2020
    Issue Date: 2020-03-02 11:22:57 (UTC+8)
    Abstract: 過去行銷策略研究以創新與網路產業、遊憩觀光運輸產業、運動產業、金融及醫療產業等領域為主流，較少焦點不動產行銷策略討論。本文引用Kotler （2000）行銷策略發展模式，將不動產行銷策略區分產品定位、銷售時機方式及價格策略，捕捉建商推案行銷策略因素，並以銷售率評估行銷策略成效。本文貢獻係對建商新推個案各階段行銷策略達到增加報酬及降低風險提出解答及建議。
    本研究從主力坪數及面積離散度討論產品定位報酬及風險；從建商選擇以預售屋或成屋銷售，及是否自售或委託代銷銷售探討建案銷售時機與方式；並從銷售率與議價率的因果關係，捕捉建商降價動機。實證結果可知，影響建商產品定位變數以區位特徵及建案特徵為主，景氣時機及建商特徵則非主因；另外，房市景氣、建商財務規劃及建商特徵，都會影響建商銷售時機及方式選擇；在價格策略方面，根據VECM分析，銷售率與議價率偏離長期均衡，銷售率移動速率較快，代表建商因銷售率不佳才降價，非主動降價提升銷售率，而從橫斷面資料實證結果，影響新推個案議價率因素，財務規劃重要性高於不動產特徵；最後，本文以加權平均銷售率評估銷售策略之成效，建商應委託代銷公司銷售、產品定位以小坪數高離散度作主，並在價格策略上給予較大議價空，可得到較佳銷售率。
    本文從風險及報酬兩角度對建商推案提出建議：建商產品定位評估應更掌握景氣變化，當對景氣存有疑慮時，規劃市郊區或市中心大基地建案應以「中坪數中高低離散度」市場區隔策略分散經營風險；在銷售時機與方式評估上，景氣向上，建商應以報酬考量，規劃預售屋、結構體及新成屋最佳銷售比例，獲取最大利潤；房市衰退時期，仍應委託代銷公司銷售預售屋，將行銷風險分擔至代銷公司及消費者；在價格策略上，新推個案銷售率遲滯不前時，建商應主動降價增加銷售率，以降低存貨壓力及財務風險。
    Studies on marketing strategies have predominantly focused on fields including the innovation, internet, leisure and tourism transportation, sports, financial, and medical industries, yet few have discussed marketing strategies for real estates. The present study adopts Kotler’s（2000） marketing strategy development model, dividing the marketing strategies of real estates into product positioning, sales timing, sales approach, and pricing strategy to identify factors that affect construction companies’ marketing strategies for promoting construction projects. The sales rate is used to evaluate the effectiveness of marketing strategies. The study provides recommendations regarding suitable marketing strategies in each stage of a new construction project for increasing returns and reducing risks posed to construction companies.
    This study discusses the return on and risks of product positioning from the perspective of main floor area（i.e., the floor area used for most properties in a project） and the disparity of floor areas; explores the sales timings and approaches for construction projects according to construction companies’ choice regarding whether to sell properties off-plan or on-plan and whether to sell the properties themselves or commission an agency to sell for them; and reveals construction companies’ motivation to reduce property price through the causal relationship between the sales rate and discount rate（the percentage at which the companies are willing to discount their price）. According to the empirical results, the main factors affecting the product positioning are the characteristics of construction projects and their locations, whereas economic conditions and the characteristics of construction companies are not the main factors. Additionally, housing market conditions as well as the characteristics and financial planning of construction companies all affect the sales timing and approaches chosen by the construction companies. Regarding pricing strategies, according to the vector error correction model analysis, the sales rate and discount rate have deviated from the long-term equilibrium. The sales rate changes faster than does the discount rate, indicating that the construction companies lower their property price only because of unsatisfactory sale rate, namely involuntary price reduction. According to a cross-sectional data analysis, among factors that affect the discount rate of new construction projects, financial planning is prioritized over the characteristics of real estates. Finally, weighted average sales rate is used to evaluate the effectiveness of marketing strategies. Construction companies which wish to achieve high sales rate should commission an agency to sell their properties; position their products as properties with small and high disparity of floor area; and provide a high discount rate in their pricing strategies.
    From the two perspectives of risks and returns, this study proposes the following recommendations for construction companies: A construction company should be attentive to changes in the economic conditions in question when assessing its product positioning strategies; when it is uncertain of the economic conditions, it should adopt a differentiation strategy. Specifically, it should launch projects that encompass properties of medium floor area with medium, high, and low disparity of floor area in suburban or downtown areas to diversify its operational risks. The evaluation of sales timing and approaches reveals that, when economic conditions are promising, a construction company should maximize its profits by focusing on its returns and the optimal sales ratio between off-plan properties, structures, and newly built properties. When the housing market is in decline, a construction company should commission an agency to sell its off-plan properties so as to transfer marketing risks to the agency and customers. For pricing strategies, if the sales rate growth of a new construction project stagnates, the construction company should actively reduce property prices to increase the sales rate and thus to reduce the inventory pressure and financial risks.
    Reference: 一、參考法規
    內政部（2011），《不動產經紀業管理條例》
    內政部營建署（2017），〈房價負擔能力指標統計〉
    內政部營建署（2018），《建築技術規則》
    臺北市政府（2011），《臺北市土地使用分區管制規則》

    二、中文參考文獻
    白金安、張金鶚（1996），〈預期景氣變動對預售屋與成屋價格差異影響之研究〉《中國財務學刊》第三卷，第二期，第99-114頁
    白金安、張金鶚（1995），〈國內預售屋訂價模式之探討〉，《人文及社會科學研究彙刊》第5卷，第1期：29-44
    李吉弘、楊宗憲（2010），〈預售屋與成屋價差比關係之研究－以臺北市和臺北縣為例〉《建築與規劃學報》第十一卷，第一期，第1-14頁
    李存修、徐慧釗（2018），〈槓桿型與反向型ETF是否影響其標竿指數之期貨市場？─SGX之A50股指期貨之實證〉《期貨與選擇權學刊》第十一卷，第二期，第1-39頁
    李尚華（2019），〈建商新推個案銷售時機及方式之選擇〉，《住宅學報》第廿八卷，第一期，第83-103頁
    李尚華、張金鶚（2017），〈建商降價能吸引買氣嗎？〉，世界華人不動產學會2017 年會，臺中
    李尚華、張金鶚（2018），〈建商新推個案產品定位研究—從主力坪數及面積離散觀點探討〉，2018年中華民國都市計劃學會、區域科學學會、地區發展學會、住宅學會、中華城市管理學會 聯合年會暨論文研討會，臺北
    李尚華、張金鶚（2019），〈影響建商新推個案銷售率與行銷策略之探討〉，中華民國住宅學會2019年會，臺南
    李宗鴻、詹芬樺、張佩湘（2014），〈電影影響觀光意象?[賽德克-巴萊] 的實證分析〉《觀光休閒學報》第廿卷，第二期，第109-139頁
    李家瑩、李淑美、黃偉珉（2015），〈以推敲可能模式探討消費者創新與新產品採用之影響: 以智慧型手機應用程式為例〉《中華民國資訊管理學報》第廿二卷，第一期，第1-30頁
    李春長、張金鶚（1996），〈不動產仲介市場賣方訂價與成交價和銷售期間關係之研究〉《經濟論文》第廿四卷，第四期，第591-616頁
    何淑熏、楊彩櫻（2009），〈以銀行顧客的轉換行為探討消費者對網路銀行的接受度〉《交大管理學報》第廿九卷，第二期，第1-20頁
    呂惠富（2011），〈如何擄獲球迷的心? 體驗行銷在臺灣觀賞性運動的應用〉《戶外遊憩研究》第廿四卷，第四期，第29-52頁
    邱于修、周美伶與張金鶚（2013），〈購屋者投資機率預測模型之探討〉《壹大管理論叢》第廿三卷，第二期，第1-28頁
    林左裕（2010），《不動產投資管理》臺北，智勝文化事業有限公司
    林秋瑾（1996），〈穩健性住宅租金模式之探討—異常點之分析〉《住宅學報》第四期，第51-72頁
    林祖嘉（1992），〈臺灣地區房租與房價關係之研究〉《臺灣銀行季刊》第四三卷第一期，第279-312頁
    林韋宏．彭建文、林子欽（2003），〈住宅屬性對空屋形成機率影響之研究—以臺北市為例〉《住宅學報》第十二卷，第二期，第91-107頁
    林育聖、張金鶚（2004），〈建商訂價行為之研究—探討不同類型建商訂價行為之差異〉，中華民國住宅學會第十三屆年會論文集
    林淑瓊、張銀益、林衛國、王之廷（2016），〈以體驗行銷觀點探討網路商店促成購買衝動之影響因素〉《中華民國資訊管理學報》第廿三卷，第三期，第 247-276頁
    林清珮、邱顯比（1999），〈共同基金分類與基金績效持續性之研究〉《中國財務學刊》第七卷，第二期，第63-88頁
    吳碧珠、劉明德（2014），〈建構住宿者期望之民宿意象〉《觀光休閒學報》第廿卷，第二期，第205-240頁
    吳英隆、謝碧容（2007），〈以策略導向分析醫療產業顧客關係管理之消費者關鍵需求特性〉《資訊管理學報》第十四卷，第一期，第 67-89頁
    周善瑜、蕭櫓（2005），〈網路興起對品牌競爭廠商獨家與共同經銷決策影響之研究〉《管理學報》第廿二卷，第二期，第205-225頁
    胡欣慧、王若帆（2010），〈台灣觀光代言人對觀光客來台旅遊態度及意願之影響 〉《觀光休閒學報》第十六卷，第二期，第117-137頁
    施致平、黃蕙娟（2009），〈職棒現場觀眾對球團行銷策略滿意度模式之建構〉《體育學報》第 42卷，第3期，第77-93頁
    洪順慶、張恩欣（1994）〈中華職棒現場觀眾市場區隔之研究〉《戶外遊憩研究》第七卷，第一期，第25-51頁
    梁仁旭（2007），〈不動產開發選擇權時間價值比之實證分析〉《都市與計劃》第卅四卷，第一期，第1-12頁
    莊淳凌、田鴻麟、林榮禾（2015），〈新型iPhone 的「購買街動成」之研究:價格折扣與他人非互動式的影響〉《科技管理學刊》第廿卷，第三期，第69-112頁
    郭益銘、張金鷤（2008），〈住宅個案產品類型面積離散度之研究-以臺北都會為
    例〉。住宅學會第十七屆學術研討會論文集，臺北：中華民國住宅學會。
    許淑媛、袁淑媚、張金鶚（2011），〈住宅個案價格分散之研究：房價水準、景氣時機與區位條件之分析〉《都市與計劃》第卅八卷，第四期，第403-426頁
    陳妍如、張金鶚、陳淑美（2014），〈集合住宅面積離散對社區管理維護影響之
    線性結構分析〉《住宅學報》第廿三卷，第二期，第77-108頁
    陳明吉、蔡怡純、張金鶚 （2003），〈住宅負擔能力惡化之再檢視－臺北市住宅市場分析〉《臺大管理論叢》第十四卷，第一期，第47-78頁
    陳彥仲、呂昭宏（2013），〈建立購屋負擔風險指數再檢視家戶住宅之購屋能力－臺北與高雄地區購屋家戶之比較〉《住宅學報》第廿二卷，第一期，第107-129頁
    陳筱琪、唐迎華、楊佳翰與羅佩文（2011），〈合作網絡效益與高科技品牌建立之關聯模式分析〉《管理評論》第卅卷，第三期，第93-115頁
    陳寬裕（2008），〈消費情境、等候經驗、價格與消費者行爲意向關係之研究－以古坑華山地區景觀咖啡廳爲例〉《戶外遊憩研究》第廿一卷，第1期，第51-81頁
    黃千容（2010），〈鄉村旅遊的新趨勢─ 從旅遊地點意象到農特產品意象的轉變〉《戶外遊憩研究》第廿三卷，第三期，第1-22頁
    黃台心、鍾銘泰、楊淳如（2015），〈運用向量誤差修正模型探討臺灣各產業與股市大盤間資訊傳遞速度〉《管理與系統》第廿二卷，第一期，第1-31頁
    黃旭男、張德儀、孫仁和（2002），〈北市溫泉遊憩區遊客行為之研究〉《戶外遊憩研究》第15卷，第2期，第1-22頁
    陶蓓麗、廖則竣、林政道（2004），〈網際網路顧客關係之實證研究〉《資訊管理學報》第十一卷，第1期，第167-194頁
    張櫻淳、黃文鴻、蘇喜（1998）〈醫院形象定位之研究-以台北市六家醫學中心的家醫科就診民衆為例〉第十七卷，第二期，第111-124頁
    鄒欣樺、張金鶚、花敬群（2007），〈建商不動產表價與議價策略之探討—景氣時機、個案區位、及建商類型分析〉《管理評論》第廿六卷，第三期，第47-69頁
    彭建文、賴鳴美（2006），〈賣方訂價策略對成交價格之影響分析〉《住宅學報》第十五卷，第一期，第1-20頁
    楊宗憲（2003），〈住宅市場之產品定位分析—建商推案行為之研究〉《住宅學報》第十二卷，第二期，第123-139頁
    劉玉珍、劉維琪與謝政能（1993），〈台灣股市過度反應之實證研究〉《臺大管理論叢》第4卷，第一期，第105-146頁
    盧建霖、彭建文（2014），〈預售制度下建商銷售時機選擇之實證分析〉《都市與計劃》第四一卷，第三期，第287-304頁

    三、英文參考文獻
    Alonso, W.（1964）, “Location and Land Use: Towards a General Theory of Land Rent,” Cambridge, Mass: Harvard University Press.
    Allen, M.T., Fraser, S.P. and Swaleheen, M.（2016）, “Differential Bargaining Power in Real Estate Transaction,”Real estate Finance, Fall：89-96.
    Anglin, P., Rutherford, R. and Springer, T.（2003）, “The Trade-Off Between the Selling Price of Residential Properties and Time-on-the-Market: The Impact of Pricing Setting.” The Journal of Real Estate Finance and Economics, 26: 95–111.
    Basu, S. and Thibodeau, T.G.（1998）, “Analysis of Spatial Autocorrelation in House Prices.” Journal of Real Estate Finance and Economics, 17（1）：61-85.
    Beckhoven, V. E., S. Musterd, W. Ostendorf and S. Siân.（2004）,“Physical Policies for Social Problems,” Social Housing, November: 28-30.
    Benefield, J.D.Rutherford, R.C. and Marcus, T. A.（2011）, “The Effects of Estate Sales of Residential Real Estate on Price and Marketing Time.” Real Estate Finan Econ, 45:965-981.
    Bourassa, S., Hoesli, M. and Peng.（2003）, “Do Housing Submarkets Really Matter?” Journal of Housing Economics, 12（1）:12-28.
    Bourassa,S., Cantoni,E.and Hoesli,M.（2007）,“Spatial Dependence,Housing Submarkets and House Prices.” Journal of Real Estate Finance and Economics,35（2）：143-160.
    Bourassa, S., Cantoni, E. and Hoesli, M.（2010）, “Predicting House Prices with Spatial Dependence: A Comparison of Alternative Methods.” Journal of Real Estate Research, 32（2）：139-159.
    Blokland,T.（2003）,“Urban Bonds, Social Relationships in an Inner City Neighbourhood.” Cambridge: Polity Press.
    Boston Consulting Group,“Perspective on Experience Curve.” BCG, Boston , MA,1972
    Braden J.B. and Kolstad C.D.（1991）, “Measuring the Demand for Environment Quality.” 77-120. North-Holland.
    Bulan, L.,Mayer, C. and Somerville, C.T.（2009）, “ Irreversible Investment, Real Options, and Competition: Evidence from Real Estate Development.” Journal of Urban Economics, 237-251.
    Chang, C.O. and Ward, C.W.R.（1993）, “Forward Pricing and the Housing Market：the Pre-Sales Housing System in Taiwan.” Journal of Property Research, 10：217-227.
    Chan, S.H., Wang, K. and Yang, J.（2012）, “Presale Contract and its Embedded Default and Abandonment Options.” The Journal of Real Estate Finance and Economics, 44（1-2）:116-152.
    Cheng, P., Lin, Z. and, Liu, Y.（2008）, “A Model of Time-on-Market and Real Estate Price Under Sequential Search with Recall.” Real Estate Economics, 36（4）: 813-843.
    Cunningham, C. R.（2006）, “House price uncertainty, timing of development, and vacant land Prices: Evidence for real options in Seattle.” Journal of Urban Economics, 59（1）.
    Dawson, S. and Kim, M.（2010）,“Cues on Apparel Web Sites that Trigger Impulse
    Purchases.” Journal of Fashion Marketing and Management: An International
    Journal, 14（2）：230-246.
    Dibb, S. and Wensley, R.（1987）, “Energy Efficient House Design：The Analysis of Customer Choice.” Marketing Education Group Conference Proceedings.
    Dibb, S.（1992）, “Broadening the Appeal of New Housing Product Portfolios：The Role of Segmentation.” European Journal of Marketing,26（7）：5-15.
    Engle, R., and Granger,C.（1987）, “Co-integration and Error Correction: Representation, Estimation, and Testing, Econometrica.” 55（2）：251-76.
    Follain, J.R. ,Malpezzi, S.（1980）, “Dissecting Housing Value and Rent.” Washington, DC: The Urban Institute.
    Forgey, F.,Rutherford, R. and Springer, T.（1996）, “Search and Liquidity in Single-Family.” Housing Real Estate Economics.24: 273–392.
    Gan,Q. and Hill,R.J.（2008）, “Measuring Housing Affordability: Looking Beyond the Median.” Journal of Housing Economics, 18（2）：115-125
    Geng, F. , Xia,S., Wu, Z .W.,and Zhu ,Y.（2019）, “Digital Transformation Should Deal with the Cold Winter of Retail Industry .”Software and integrated circuits, 1:60-63.
    Goodman, A.C. and Thibodeau, T.G.（1998）, “Housing Market Segmentation.” Journal of Housing Economics, 7：121-143.
    Grenadier, S.R.（1996）, “The Strategic Exercise of Options: Development Cascades and Overbuilding in Real Estate Markets.” Journal of Finance 51（5）: 1653–1679.
    Haurin,D.（1988）, “The Duration of Marketing Time of Residential Housing.” AREUEA Journal, 16（4）:396-410.
    Harding, J.P., Knight, J.R. and Sirmans, C.F.（2003）, “Estimating Bargaining Effect in Hedonic Models: Evidence from the Housing Market.” Real Estate Economics, 31（40）:601-622.
    Hite, D.（1998）, “Information and Bargaining in Markets for Environmental Quality.” Land Economics, 74（3）.
    Hung, C.J.（2008）, “The Analysis of Factors that Influence Female Impulse Buying During Online Transactions.” Unpublished Ph.D. dissertation, University of Nottingham.
    Inaltekin, H., Robert A. J., Sağlam, M. and Yildirim, Y.（2011）, “Housing Prices and the Optimal Time-on-the-Market Decision.” Finance Research Letters ,8:171-179.
    James, E., Larsen and Coleman, J.W.（2014）, “Senior Citizen’s Bargaining Power in Residential Real Estate Markets.” International Journal of Housing Markets and Analysis ,7（1）:5-17.
    Johansen, S.（1988）, “Statistical analysis of Cointegration Vectors.” Journal of Economic Dynamics and Control,12（2-3）：231-254.
    Jud, G.D. and Frew J.（1990）. “ A Typicality and the Natural Vacancy Rate Hypothesis.” AREUEA Journal, 18（3）:294-301.
    Kalyan and William.（1983）, “Bargaining Under Incomplete Information.” Operations Research,31（5）：835-851.
    Kearns, A. and Parkes, A.（2003）,“Living in and Leaving Poor Neighbourhood Conditions in England.” Housing Studies, 18（6）: 827-851.
    Knight, J.R., Miceli, T. and Sirmans, C.F.（2000）, “Repair Expenses, Selling Contracts, and House Prices.” Journal of Real Estate Research, 20（3）:323-336.
    Kotler, P., Ang, Leong and Tan.（2000）, “Marketing Management an Asian Perspective.” Pearson Education Limited.
    Lee,S.H. and Chang,C.O.（2018）,“Marketing Timing Options for Developers in Launching New Property Projects.” AsRES, Songdo Convensia,Lncheon,Korea.
    Lai, R. N., Wang, K. and Zhou, Y.（2004）, “Sale Before Completion of Development Pricing and Strategy.” Real Estate Economics, 32（2）: 329-357.
    Lancaster, K.J.（1966）, “A New Approach to Consumer Theory.” Journal of Political Econom,74（2）：132-157.
    Leung, B., Hui, E., and Seabrooke, B.（2007）, “Pricing of Presale Properties with Asymmetric Information Problems.”Journal of Real Estate Portfolio Management, 13（2）: 139-152.
    Maddala, G. S.（1983）, “Limited-Dependent and Qualitative Variables in Economics”. New York, NY: Cambridge University Press.
    Marcato, G. and Nanda, A.（2012）, “Asymmetric response of Demand-Supply Mismatch to Investor`s Sentiment.” University of Reading.
    Marcus, T.A., Fraser, S.P. and Swaleheen, M.（2016）, “Differential Bargaining Power in Real Estate Transactions.” Real Estate Finance ,Fall：89-96.
    Markowitz, H.（1952）, “Portfolio Selection”. The Journal of Finance, 7（1）：77-91.
    Merio, A., Ortalo-Magne, F. （2004）, “Bargaining Over Residential Real Estate: Evidence from England.” Journal of Urban Economics ,56 :192-216.
    Miller, N.（1978）, “Time on the Market and Selling Price.” AREUEA Journal 6: 164–174.
    Ong, S. E.（1997）, “Building Defects, Warranties and Project Financing from Pre-completion Marketing.” Journal of Property Finance, 8（1）:35-51.
    Parboteeah, D.V., Valacich, J.S. and Wells, J.D.（2009）,“The influence of Website
    Characteristics on A Consumer`s Urge to Buy Impulsively .” Information Systems
    Research, 20（1）： 60-78.
    Rosen, S.（1974）, “Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition.” The Journal of Political Economy, 82: 34-55.
    Semeraro, P. and Fregonara, E.（2013）, “The Impact of House Characteristics on the Bargaining Outcome.” Journal of European Real Estate Research ,6（3）：262-278.
    Shiller, R.J.（2014）, “Speculative Asset Price.” American Economic Review. 104（6）：1486-1517.
    Sirmans, C.F., Turnbull, G.K. and J. Dombrow.（1997）, “ Residential Development, Risk, and Land Prices.” Journal of Regional Science ,37（4）: 613–628.
    Somerville,C.T.（2001）, “Permits, Starts, and Completions: Structural Relationships versus Real Options.” Real Estate Economics,29（1）: 161-190.
    Shapiro, C. （1982）, “Consumer Information, Product Quality, and Seller Reputation.” Bell Journal of Economics, 13（1）:20-35.
    Shen, N.K. and Khalifa, M.（2012）,　“System Design Effects on Online I mpulse Buying.” Internet Research, 22（4）：396-425.
    Song,S.（1995）,“Determinants of Bargaining Outcome in Single-Family Housing Transaction: An Empirical Examination.” Urban Studies, 32（3）：605-614.
    Sternberg, T. D.（1994）, “The Duration of Rental Housing Vacancies.” Journal of Urban Economics, 36（2）:143-160.
    Tang,W. and Wang, T.（2017）, “Incomplete Information and Real Estate Development Strategy: Evidence from Hangzhou, China.” Habitat International, 63:1-10.
    Titman, S.（1985）, “Urban Land Prices under Uncertainty”. The American Economic Review, 75:505-514.
    Turnbull, G.K. and Sirmans, C.F.（1993）, “Information, Search, and House Prices.” Regional Science and Urban Economics, 23（4）:545-557.
    Tunstall, R. and Fenton, A.（2006）, “In the Mix. A Review of Mixed Income, Mixed Tenure and Mixed Communities: What Do We Know?” London: English Partnerships.
    Verhagen, T. and van Dolen, W.（2011）, “The Influence of Online Store Beliefs on
    Consumer Online Impulse Buying: A Model and Empirical Application.” Information & Management, 48（8）：320-327.
    Wang, Y., Tang, W., and Jia, S.（2016）, “Uncertainty, Competition and Timing of Land Development: Theory and Empirical Evidence from Hangzhou, China.” The Journal of Real Estate Finance and Economics, 53（2）:218-245.
    Watkins,C.（1998）,“Are New Entrants to the Residential Property Market Informationally Disadvantaged ? ” Journal of Property Research, 15：57-70.
    Williams, J.（1993）, “Equilibrium and Options on Real Assets.” Review of Financial Studies 6（4）: 825–850.
    Wind, Y.J.（1990）, “Positioning Analysis and Strategy.” The Interfaces of Marketing and Strategy, JAI Press, Greenwich, CT.
    Wilhelmsson, M.（2008）, “House Price Depreciation Rates and Level of Maintenance.” Journal of Housing Economics, 17（1）：88-101.
    Wong, S. K., Yiu, C. Y. and Chau, K. W.（2007）, “Volatility Transmission in the Real Estate Spot and Forward Markets.” Journal of Real Estate Finance and Economics, 35（3）: 281-293.
    Yavas, A. and Yang, S.（1995）, “The Strategic Role of Listing Price in Marketing Real Estate: Theory and Evidence.” Real Estate Economics, 23（3）：347-36.
    Yavas, A.（1994）, “Economics of Brokerage: An Overview.” Journal of Real Estate Literature,2:169-195.
    Zheng,B. （2019）, “Research on the Influencing Factors of StoreCreativity in the Retail Digital Age. ” Business Economic Research, 5：66-69.
    Zhu1,Ｇ.and Gao,X.（2019）, “Precision Retail Marketing Strategy Based on Digital
    Marketing Model.” Science Journal of Business and Management, 7(1): 33-37.
    Description: 博士
    國立政治大學
    地政學系
    105257502
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105257502
    Data Type: thesis
    DOI: 10.6814/NCCU202000156
    Appears in Collections:[Department of Land Economics] Theses

    Files in This Item:

    File SizeFormat
    750201.pdf3317KbAdobe PDF2425View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback