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高雄地區新個案行銷策略之研究 = A Study of Construc...

國立高雄大學高階經營管理碩士在職專班(EMBA)

高雄地區新個案行銷策略之研究 = A Study of Construction and Marketing of New House in Kaohsiung Area：The Case of Tsayea Company : 以采益建設為例

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of Construction and Marketing of New House in Kaohsiung Area：The Case of Tsayea Company
副題名:	以采益建設為例
作者:	邱淑珍,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	89面圖，表格 : 30公分;
標題:	高雄市建設公司
標題:	Kaohsiung City construction company
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/65427050571389448937
附註:	參考書目：面78-81
其他題名:	以采益建設為例
摘要註:	建設產業有火車頭工業之稱，在台灣是個非常重要的產業，當然，大型建設公司每年推出可觀的個案數量以吞食市場，但中小型建設公司亦能在市場中找到自己的位置，甚至在建設產業中佔有一席之地。在競爭激烈且環境變遷快速的時代，仍然有許多中小型建設公司以永續經營為長期目標，且有不錯的表現，其經營之道正是其他建設公司學習的對象，雖然使其房屋商品成功銷售以及永續經營的因素有很多，但本研究主要聚焦於行銷策略上的應用，因為最終消費者是建設公司重要的獲利來源。高雄市房屋市場的消費者的特性與行為有其特色，行銷策略並非一言以蔽之的，因此，高雄市的建設公司必須制定其因應市場的行銷策略，尤其是中小型建設公司更需以差異化行銷選定目標市場，有效的與其溝通並接觸。本研究以高雄市在地的中小型建設公司「采益建設公司」作為個案公司，包括STP分析與行銷組合(4P)策略，發現采益建設選擇具發展潛力的楠梓區，提供中價位及高價位透天別墅於中高所得大家庭市場，並適當地運用產品、價格、通路、促銷策略，使采益建設的房屋成功的銷售。 Construction industry is also called locomotive industry﹐and it is a very important industry in Taiwan. The large construction companies produce a great number of new cases each year in order to hold the market﹐but there are still many small and medium-sized construction companies which can find their places in the industry. Faced with the intense competition and environment of rapid changes﹐many small and medium-sized construction companies have excellent performance. They are good examples for other construction companies to learn from their experience. Even though﹐successful factors of sale and sustainable management are diverse﹐we focus on its marketing strategy application﹐which is directly related to consumers of most valuable assets for companies’s source of the profit. Kaohsiung City’s house market and behavior of comsumers has its own characteristics. Kaohsiung’s small and medium-sized construction companies have to set up unique marketing strategy and to communicate with target market effectively. In this study﹐we use case study to confer the case company of Tsayea Company﹐including STP analysis and marketing mix strategy(4P) analysis. The research has found that Tsayea Company selects Nantze Dist of potentiality developing﹐which provides detached villa in low and high price to big family of low and high income. Tsayea Company appropriately makes use of product﹐price﹐place﹐promotion strategy. Let Tsayea Company have a successful sale outcome.

高雄地區新個案行銷策略之研究 = A Study of Construction and Marketing of New House in Kaohsiung Area：The Case of Tsayea Company : 以采益建設為例
邱, 淑珍

高雄地區新個案行銷策略之研究 = A Study of Construction and Marketing of New House in Kaohsiung Area：The Case of Tsayea Company : 以采益建設為例 / 邱淑珍撰 - [高雄市] : 撰者, 2012[民101]. - 89面 ; 圖，表格 ; 30公分.
參考書目：面78-81.
高雄市建設公司Kaohsiung City construction company

高雄地區新個案行銷策略之研究 = A Study of Construction and Marketing of New House in Kaohsiung Area：The Case of Tsayea Company : 以采益建設為例
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