政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/128909

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/128909

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Title:	臺北都會區綠建築標章在住宅產品銷售策略之運用潛力 -以代銷業者觀點為例 The Potential of Sales Strategy in Green Building Certification Residential Building in Taipei Metropolitan Area — In the Perspective of Real Estate Agency
Authors:	李彥儒 Lee, Yen-Ju
Contributors:	孫振義 Sun, Chen-Yi 李彥儒 Lee, Yen-Ju
Keywords:	綠建築綠建築標章銷售策略分析層級程序法代銷業者 Green Building Green Building Certification Sales Strategy Analytic Hierarchy Process Real Estate Agency
Date:	2019
Issue Date:	2020-03-02 11:23:10 (UTC+8)
Abstract:	綠建築為建築產業中因應氣候變遷影響之具體項目，也是我國政府建築部門重要的政策，以往政策上對於民間業者透過一系列鼓勵及獎勵等措施，希望能達到綠建築市場的擴大及普及化，但推廣至今實質的成效並不理想。而根據研究顯示，透過行銷的方式有助於克服綠建築擴大推廣之障礙，但此觀點在現階段國內相關研究及討論尚有所不足。為探討綠建築產品銷售之潛力，本研究針對綠建築產品本身之效益及優勢等進行探討，並將這些銷售策略擬定時所需之重要因素，參考行銷組合4Ps 之主要的規劃分類方式，將這些重要因素予以歸納整合成一套綠建築住宅產品銷售潛力評估架構與指標，而後透過專家以權重值的方式予以判斷各項目對建築住宅產品銷售策略之影響程度，後針對各指標權重值加以分析說明其潛力性及意涵，以此作為後續研擬綠建築標章作住宅產品銷售策略與方式之依據，並做為有關人員了解綠建築住宅產品實際的市場發展與認知之情況。本研究透過相關文獻回顧分析及臺北市及新北市綠建築個案調查分析之結果，藉由行銷組合之主要的規劃分類方式為基礎，作為候選項目及指標之參考基礎，而後透過焦點團體訪談及德爾菲專家問卷收斂後，規劃架構出產品、價格、推廣等三大面向及歸納篩選得出十六項評估指標，而後利用分析階層程序法(AHP)針對各評估面向及指標進行評量。研究發現，臺北都會區之綠建築住宅主要銷售潛力因素臺北市及新北市因個案所處市場特性、房價、購屋價值觀、區域消費者屬性…等因素，導致臺北市所重視之綠建築住宅銷售策略因素以產品面向及其次指標為主，而新北市則是重視價格面向及其相關指標的現象，而此現象亦呈現在臺北市及新北市綠建築住宅產品實際銷售時廣告訴求操作上之差別，因此在綠建築住宅產品之銷售策略擬定時應採因地制宜方式辦理。而在推廣面向上顯示政府參與推廣綠建築仍被認為是必不可少的有效途徑，也顯示現階段綠建築民間的推廣仍缺乏與消費者傳遞溝通綠建築的效益及優勢之作法，因此建議政府宜針對建商、代銷業者及消費者等針對其特性及需求加強整體性宣導及鼓勵。 Green building has been a specific project in the construction industry in response to the impact of climate change, and it is also an essential policy of the government’s building department. The existing policy has adopted various incentives for the private industry, hoping to expand and widening of the green building market. According to current research, marketing can overcome the obstacles to the expansion and promotion of green buildings. However, there is still insufficient research on this view at the current stage in Taiwan. This study tries to explore the potential of green building marketing; moreover, the study focus on the benefits of green building products and the advantages of comparing with general building products. The critical points in the study shape the formulation of these sales strategies, based on the current characteristics and connotation of green building residences. Referring to the initial planning and classification methods of the marketing portfolio 4Ps, develop a set of green building residential product sales potentials that are in line with the practical operation at this stage. After that, evaluate the structure and indicators, predict the impact of each project on the sales strategy of construction and residential products by experts, and give weight values on the several indicators, then reconstruct and analyze the meaning of the weight values of each indicator. Using this study as the basis for the subsequent research and development of green building badges as a sales strategy for residential products, and give some feedback to related personnel to understand the actual development of green building residential products in the market. This study reviews related literature of the green building case in Taipei City and New Taipei City. Utilizing the main classification of the marketing portfolio as the basic reference, combining the focus group interview and Delphi method to frame the product, price, promotion, and summarize the sixteen evaluation index. Last, using the analytic hierarchy process (AHP) to evaluate different dimensions and indicators. The finding of the study is that the main potential sales factors of Green Building in the Taipei Metropolitan Area are the market characteristics, housing prices, home purchase values, and regional consumer attributes. However, there is some difference between Taipei City and New Taipei City. For instance, the main strategies in Taipei City emphasized the building itself, while New Taipei City focuses on the price and other relative indicators. This phenomenon also appears in the actual sales of Green Building Residential products in Taipei City and New Taipei City. Therefore, when planning the sales strategy of green building residential products, it should occur according to local conditions. In terms of promotion, it shows that the government’s participation is still considered an indispensable and the most effective way. It also shows that at the current stage, the popularization of the green building still lacks the practice of communicating the benefits and advantages of green buildings with the overall publicity and encouragement for builders: dealers, and consumers based on their characteristics and needs.
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Jerry Yudelson,2007, " MARKETING GREEN BUILDING SERVICES STRATEGIES FOR SUCCESS",imprint of Elsevier Jaehyuk Lee, a, Haeseong Je, b, Dong Woo Shin,2007, " Marketing strategy of housing construction firms and consumer’s residential consciousness:evidence from apartment residents in Korea",Proceedings of the International Conference on Sustainable Building Asia:27-29. Kwame Addae-Dapaah, Su Jen Chieh,2011, "Green Mark Certification : Does the Market Understand?",JOSRE,3(1) :163-191. Miller, Norm, Jay Spivey and Andrew Florance ,2008 “Does Green Pay off?” Journal of Real Estate Portfolio Management, 14(4) : 385-400. Quigley,John M.,Nils Kok and Piet Eichholtz,2010, "Doing Well by Doing Good? Green Office Buildings",The American Economic Review,100(5) : 2492-2509. Raskin, M. S. ,1994, "The Delphi study in field instruction revisited: Expert consensus on issues and research priorities ",Journal of Social Work Education, 30(1) :75-89. Sharon Horsky, Naor Varsno,2013," My house is green! 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Description:	碩士國立政治大學地政學系碩士在職專班 105923017
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105923017
Data Type:	thesis
DOI:	10.6814/NCCU202000282
Appears in Collections:	[Department of Land Economics] Theses

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