A Study on the Relationship between the Real Estate characteristic in Taipei Sin-Yi District and House Purchasing Decisions Made by Customers

• Main Authors: Fan-Yi,Chuang, 莊凡儀
• Other Authors: Chuan-Lin Kang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/32304484058417991696

碩士 === 中國文化大學 === 國際企業管理研究所碩士在職專班 === 96 === With the development of economy and the growth of national income these years, the demands for life standard requested by nationals thus are increased. Especially in the present days when the price of housing keeps rising, people regard the quality and the location of residence as a kind of symbol of personal fortune and status. Therefore, the residence issues were gradually laid in the improvement of “quality,” which requires more understanding about the needs and preferences of customers; that is, the conven-ience and the functionality of the residence in Sin-Yi District are spontaneously and closely connected to the house purchasing decisions made by customers. The credit for that Taipei city can sparkle on the international stage in these years goes to the rapid development of Sin-Yi District for sure. Besides those representative landmarks which have stood for Taipei City, such as Taipei 101 and World Trade Center, Sin-Yi Line Project of Taipei Mass Rapid Transit will also be finished and start to serve by Year 1112 and that will make the burgeoning district occupy a leading position in the real estate market in Taiwan during the process of the rapid development in economy and culture. In fact, this is also the main reason why recently the very real estate project with the highest per square-footage price and also the highest total amount in Taiwan were all born in this district and why this district possesses the highest density of man-sions, attracts the most celebrities, and becomes the first choice of investment object made by foreign and Chinese people. Accordingly, this district has been taken as one of the best places for living in Taiwan by the world. In these years, the emerging commercial buildings built up in Sin-Yi District have become the most popular target of headquarter location choices by all kinds of en-terprises that it is like the so-called “Manhattan Shopping District.” Actually, the great mass fervor of tender for national lands in this district began from June of year 1997 by a tender case of $2.72 billions in amount and 1181 in square footages for a land marked as E4 by Nan Shan Life Insurance Company. It was followed by other huge tender cases obtained by several eminent enterprises, such as Uni-President Enterprises Corporation, Prince Housing & Development Corporation, Shin Kong Mitsukoshi and Cathay Life Insurance. As deduced from here, Sin-Yi District is not only the hottest spot in mind of international businessmen, but also the best location choice of mansions in the present. The major purpose of the research report is to explore the real estate project segmentation, project positioning, marketing strategies, and the variation in the house purchasing behaviors of customers in terms of the development process of real estate projects in Taipei Sin-Yi District. Also, it aims at providing strategies for project devel-opment and dealings as the references for future project design and operation strategy plan for building industry in Sin-Yi District. As for the structure of this research report, the first chapter of the thesis is the introduction, which is followed by chapter two that discusses relative reference docu-ments. The third chapter is to analyze the transformation of Taiwan economic develop-ment and house purchasing behaviors of customers when the fourth chapter talks about the development of Sin-Yi District and the real estate project segmentation, both veri-fied by Maslow’s theory of “hierarchy of needs,” and interprets the results of the inter-views and questionnaires one by one. The last chapter of five, which is the conclusion and suggestion, is to offer the explanation for the research result and to give the advices concerning future research direction in hopes to be helpful for those constructors who tend to do research or invest in Taipei Sin-Yi District in the future and to be the refer-ence of polices enacted by controlling organizations.