The Building of Product Positioning and Market Targeting sales strategies－in the case of the Chen-Ming construction

• Main Authors: Shun-Pin Lee, 李順賓
• Other Authors: Wen-Shiung Lee
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/71814612512463283794

碩士 === 開南大學 === 企業與創業管理學系 === 97 === Because the property markets confront economic recession and depression over a long period of time in recent decade, the industry of construction and property declines. However, there are some small and medium enterprises creating the positive growth of achievement depending on unique performance of the operating management and sales strategy in a competitive market to achieve a chance of survival. Chen-Ming construction is one of success stories. The purpose of this research is to analysis the success cases from product positioning and target market selection and come up with effective marketing strategies to enable the real estate industry to create success in the sales of building products. We can confirm the effectiveness of product positioning putting into the target market of Chen-Ming construction with company documents and the results of deep interview to understand the perspective and requirements of the major players in the real estate industry with regard to the product positioning. The results show that Chen-Ming construction based on the marketing procedure of the STP and the selling strategy of 4Ps make the performance grow stably. Therefore, we propose the procedure of product positioning and effective selling strategy to be a reference in the industry.