Cross-cultural Difference and Types of Marketing Strategies with Market Performance － The Observations of Sinyi Realty on Taiwan

• Main Authors: Tsungh-Sien Hsieh, 謝宗憲
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/96211833055115490053

碩士 === 中原大學 === 企業管理研究所 === 96 === Real estate market in Taiwan has been warmly transacted for successive six years since 2001, and the proportion of consumers purchasing the housing through the housing agencies become higher. As the housing agencies expands the management domain consecutively in such an intensively competition environment, the marketing strategy to increase the market performance become more important. This is the main purpose of this research. Besides, Taiwan's major housing agencies have their own branch stores in different regions, and different regions have their own consumer culture, so we also want to study if the consumer cultures affect the market performance and how should its marketing strategy draw up? All above becomes important strategy issues that housing agencies must know and conquer. According to the above main purpose of this research, we take a case study on Shiyi Housing which has 25 years experience in Taiwan housing agent business. We do the data collection and interview in separately regions of the north, the middle, and the regions to summarize the strategies of the housing agencies to different consumer culture, and final market performance based on these strategies. By the research results, we should provide some suggestions to who desires to manage housing agency. This research concludes four items: first, the house agencies should focus their efforts on first-time-buyers and interchanging-buyers to accumulate the transaction experience and increase the profession, to ensure the stable growth in business. Second, house agencies should take the home-housing products as primarily products, and commercial housing products as auxiliary products in all regions no matter how large differences in consumer culture. Third, the key marketing strategy's lies in managers’ attitudes and execution power. Fourth, basing on the past statistics in the market performance, the north region surpasses the middle and the south regions, so house agencies should be easier to succeed to manage the business in the north region. Keywords: marketing strategy, consumer culture, market performance, realty agency