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| Title: | 海外不動產業務之策略行銷分析 -以S公司為例
Strategic marketing analysis of overseas real estate business - Take S company as an example |
| Authors: | 陳昱曉
Chen, Yu-Hsiao |
| Contributors: | 巫立宇
陳昱曉
Chen, Yu-Hsiao |
| Keywords: | 策略行銷分析
4C架構
海外不動產
COVID-19
Strategic Marketing Analysis
4C Framework
Overseas Real Estate
COVID-19 |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:37:20 (UTC+8) |
| Abstract: | 近年來，由於2019年COVID-19疫情的影響，全球經濟面臨諸多挑戰，尤其是海外不動產市場。在這樣的背景下，本研究以策略行銷分析架構4C（外顯單位效益成本、資訊蒐集成本、道德危機成本、專屬資產成本）為理論基礎，深入探討S公司在日本市場的策略行銷分析。研究旨在了解S公司如何運用4C架構應對疫情帶來的挑戰，並在後疫情時代中重塑其競爭優勢和市場地位。
研究發現，S公司在降低顧客的外顯單位效益成本方面，通過視訊看屋和視訊簽約等創新服務，顯著減少了顧客的時間和金錢成本。同時，提供管家服務和清潔服務，幫助顧客解決了房產管理的諸多問題，使顧客能夠更輕鬆地享受房產投資的收益。
在降低資訊蒐集成本方面，S公司推出了專屬APP、視訊線上諮詢服務及即時的日本房市資訊，幫助顧客迅速獲取所需資訊，降低決策的不確定性。這些措施不僅方便顧客與服務人員的溝通，還提供最新的市場動態和物件信息，使顧客能夠更快、更準確地做出投資決策。此外，透過先進的數位技術，S公司大幅提高了資訊的透明度和可獲取性，進一步降低了顧客的資訊搜尋成本。
此外，S公司在提高交易透明度和安全性方面，採取了多種措施，如嚴謹的視訊簽約過程和全面的售後服務，增強了顧客對公司的信任，降低了顧客對於服務能否達成承諾的疑慮。視訊簽約全程錄影錄音，並在簽約前郵寄重要事項說明書，確保所有流程透明且合規，有效降低了道德危機成本。這些措施不僅提高了交易的透明度，還確保了所有法律和合同要求的遵守，從而增強了顧客的信心和安全感。
專屬資產成本在S公司疫情期間的表現尤為突出。通過數位化轉型和創新服務，S公司建立了強大的專屬資產，包括特有的使用知識、軟硬體設備、客戶數據和品牌效應，這些資產增強了客戶依賴，提升了服務效率和質量，鞏固了市場地位，並為未來長期穩定發展奠定了基礎。
本研究的結論顯示，S公司在運用4C策略行銷分析架構方面，成功應對了疫情帶來的挑戰，並且通過創新服務和提高顧客滿意度，實現了業務的穩定增長。未來，S公司應繼續優化其行銷策略，強化數位化服務，並持續關注市場動態，以保持其在海外不動產市場的競爭優勢。通過不斷創新和改進，S公司可以在後疫情時代繼續鞏固和擴大其市場份額，實現長期可持續發展。
In recent years, due to the impact of the COVID-19 pandemic in 2019, the global economy has faced numerous challenges, especially in the overseas real estate market. Against this backdrop, this study uses the 4C framework as the theoretical basis to explore the strategic marketing analysis of S Company in the Japanese market. The study aims to understand how S Company utilized the 4C framework to address the challenges posed by the pandemic and reshape its competitive advantage and market position in the post-pandemic era.
The study found that S Company significantly reduced customer acquisition costs by introducing innovative services such as virtual property tours and online signing, which decreased both time and financial costs for customers. Additionally, providing concierge and cleaning services helped customers manage their properties more efficiently, allowing them to enjoy the benefits of real estate investment with ease. These services not only enhanced customer satisfaction but also increased customer reliance on S Company, thereby boosting customer loyalty.
In terms of reducing information search costs, S Company launched a dedicated app, online consultation services, and real-time Japanese market information to help customers quickly obtain the necessary information and reduce decision-making uncertainty. These measures facilitated communication between customers and service personnel and provided the latest market dynamics and property information, enabling customers to make investment decisions more quickly and accurately. Furthermore, through advanced digital technology, S Company significantly improved the transparency and accessibility of information, further reducing customers' information search costs.
Moreover, S Company took multiple measures to improve transaction transparency and security, such as rigorous online signing processes and comprehensive after-sales services, enhancing customer trust in the company and reducing concerns about service delivery. The online signing process, which included recording and obtaining consent on key points before signing, ensured transparency and compliance, effectively lowering moral hazard costs. These measures not only increased transaction transparency but also ensured compliance with all legal and contractual requirements, thereby boosting customer confidence and security.
Lastly, S Company offered a series of support services, including visa processing, referrals to judicial scriveners, moving services, renovation, and the purchase of furniture and appliances. These services supported the specific assets needed for customers' purchased properties, ensuring these assets were difficult to transfer and increasing the likelihood of continued cooperation with S Company. These measures not only added convenience for customers but also strengthened their reliance on S Company, thereby enhancing customer loyalty and satisfaction.
The study concludes that S Company's application of the 4C strategic marketing framework successfully addressed the challenges brought by the pandemic and achieved stable business growth through innovative services and enhanced customer satisfaction. It is recommended that S Company continues to optimize its marketing strategies, strengthen digital services, and remain attentive to market dynamics to maintain its competitive advantage in the overseas real estate market. By continuously innovating and improving, S Company can consolidate and expand its market share in the post-pandemic era, achieving long-term sustainable development. |
| Reference: | 一、 中文文獻：
1. 巫立宇、邱志聖，2021，《銷售與顧客關係管理》，第二版，台北市：新陸書局。
2. 邱志聖，2020，《策略行銷分析:架構與實務第四版》，第五版，台北市 :智勝文化。
二、 一般網頁：
1. GA technologies公式note，2022年7月，《日本の不動産はお買い得？海外投資家が日本不動産を購入する理由！》，https://note.com/gatech/n/n792bf56e728c 。
2. Real Estate Japan編輯部Kae（賃貸不動產經營管理士），2022年 04月，《外國人有興趣在日本買房的7個理由，尤其是後疫情時代的現在！》，https://resources.realestate.co.jp/zh_TW/2022/04/25/%e5%a4%96%e5%9c%8b%e4%ba%ba%e6%9c%89%e8%88%88%e8%b6%a3%e5%9c%a8%e6%97%a5%e6%9c%ac%e8%b2%b7%e6%88%bf%e7%9a%847%e5%80%8b%e7%90%86%e7%94%b1%e5%b0%a4%e5%85%b6%e5%be%8c%e7%96%ab%e6%83%85%e7%8f%be%e5%9c%a8/。
3. 日本經濟新聞，2022年7月，《不動産投資、円安で活況 利回り世界的に高く》，https://www.nikkei.com/article/DGKKZO62549580S2A710C2EE9000/。 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932051 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932051 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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