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| Title: | 小型建商在台北市精華區預售屋市場之策略行銷分析
Strategic marketing analysis of small builders in the pre-sale housing market of Taipei’s wealthiest districts |
| Authors: | 許景翔
Hsu, Ching Hsiang |
| Contributors: | 巫立宇
黃國峯
許景翔
Hsu, Ching Hsiang |
| Keywords: | 4C策略行銷
小型建商
台北市精華區
4C Strategic Marketing
Small Builders
The Wealthiest Districts in Taipei |
| Date: | 2009 |
| Issue Date: | 2010-04-09 09:16:28 (UTC+8) |
| Abstract: | 台北市房地產延續前幾年全球景氣，加上海峽兩岸前所未有的和諧狀態，2008年上半年房市仍持續樂觀且交易熱絡，房地價大漲直到下半年全球金融風暴來襲而急轉直下。而金融風暴的起因恰好就是美國經營房地產次級貸款公司倒閉所引發的連鎖效應。金融風暴襲捲全世界經濟，以出口為導向的台灣首當其衝，台北市房地產景氣也隨之急速降溫，但雖經濟環境造成需求萎縮，台北市土地價格卻未受影響反而屢創新高，加上政府救經濟的財政與貨幣政策，使得台北市預售屋房價並未明顯下跌，2009年甚至因兩岸交流頻仍、中資來台等議題發燒，精華區房地產市場一掃2008下半年陰霾而帶頭上揚。但在消費需求面卻因實質薪資所得並未提升，使得實際自用住宅市場追價力道薄弱，房地產泡沫危機隱約呈現。
因台灣房地產市場存在如此詭譎的內外在環境，供給與需求、作多與看空的勢力拉扯，本篇論文研究從外部環境觀察鄰近各國總體經濟與房地產景氣連動關係的歷史軌跡，進而探究近年與未來台北市房地產業景氣發展趨勢，瞭解建商面對外在經濟環境變動下所存在之機會與威脅，來發現適合小型建商生存之利基市場所在。而內部環境則以房地產預售市場之賣方與買者交易關係探討，分別從廠商供給面與消費者需求面之成本觀點進行研究，尋找小型建商本身擁有的優劣勢所因應之預售屋消費者注重的各項成本屬性，藉由4C策略行銷分析降低消費者各項購屋成本，最後提出策略建議，提升小型建商之核心競爭力。
The real estate market in Taipei was booming during the first half of 2008, during which time the economy was good and tensions between Taiwan and China began to ease. Housing prices had been rising until they were hit by the global financial crisis in late 2008. The storm of economic downturn, resulted mainly from the chain reaction caused by the collapse of US financial institutions, had swept through the world. Taiwan was deeply affected due to its export-oriented economy. As a result, the once prosperous real estate market had slowed down because of the decrease in demand. However, in 2009, not only had the prices of lands in Taipei not fallen, the presale home prices in the wealthiest districts began to rise again, due to the government’s stimulus financial policy that heavily relied on its friendlier stance with China and the belief that there would be a flow of cash coming from China. Nevertheless, the rise of housing prices could be a gigantic bubble since the median household income has not gained and demand for new homes have not increased.
Under the unusual and unpredictable economic circumstances, this thesis focuses on the research and analysis from the viewpoints of maximizing the competitive edges, profits and surviving advantages of small builders in the current housing market in Taipei. Historic macroeconomic trends in real estate in Taiwan and nearby countries were analyzed. Supply and demand in the presale housing market in Taipei were examined, with an emphasis on not only the cost analysis between small builders and buyers, but also the advantages and disadvantages faced by both sides. 4C strategic marketing analysis was carried out to minimize the buying cost from the consumer’s viewpoint; at the same time, tactical marketing recommendations to success are provided to small builders to meet the present challenges. |
| Reference: | 一、中文書目
1.P. Kotler, K. L. Keller, S. H. Ang, S. M. Leong, C. T. Tan，行銷管理－亞洲觀點，華泰文化，2007年，四版，謝文雀譯。
2.內政部營建署、財團法人國土規畫及不動產資訊中心，2009年，住宅需求動向半年報－第七卷，第一期－民國九十八年上半年。
3.中華民國住宅學會、內政部建築研究所，2009年，台灣房地產景氣動向季報－第十一卷，第一期－民國九十八年第一季。
4.李察．鄧肯(Richard Duncan)，2004年，美元大崩壞：深度解讀「美元危機」的成因、威脅與對策(The Dollar Crisis)，早安財經文化，李璞良譯。
5.李仁芳，2008年，創意心靈：美學與創意經濟的起手式，先覺出版社。
6.邱志聖，2006年，策略行銷分析：架構與實務應用，智勝文化，二版。
7.邱志聖，2009年，滾動吧，品牌TW！－行銷全球的贏家策略，天下文化。
8.政治大學商學院信義不動產研究發展中心、信義不動產企劃研究室，2007、2008、2009年，2007、2008、2009台灣地區房地產產業年鑒，行義文化。
9.馬斯洛(Abraham H. Maslow)、史蒂芬絲(Deborah C. Stephens)、海爾(Gary Heil)，2007年，馬斯洛人性管理經典(Maslow On Management)，商周出版，李美華、吳凱琳譯。
10.麥可．波特(Michael E. Porter)，2007年，競爭策略－產業環境及競爭者分析(Competitive strategy: techniques for analyzing industries and competitors)，天下文化，二版，周旭華譯。
11.國立政治大學台灣房地產研究中心，2009年，國泰房地產指數簡冊九十八年第一季、第二季、第三季，國泰建設公司。
12.詹偉雄，2005年，美學的經濟：台灣社會變遷的60個微型觀察，風格者。
13.賈生華、溫海珍、吳波，2003年，住宅的價值分析及評價，中國城市化電子雜誌期刊2003年4、5月合刊，浙江大學房地產研究中心。
14.維馨周報，94~97年工地總彙年鑑，2006~2009年，維馨出版社。
15.鮑．柏林罕(Bo Burlingham)，小，是我故意的(Small Giant)，早安財經文化，2006年，吳玉譯。
二、英文書目
1.Abraham H. Maslow, 1943, A Theory of Human Motivation, Originally Published in Psychological Review, 50, 370-396.
2.Halpin, Daniel W., 2005, Construction Management, John Wiley & Sons Inc.
3.Oliver E. Williamson, 1975, Markets and Hierarchies: Analysis and Antitrust Implications, New York: Free Press. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
96932056
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0096932056 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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