| Summary: | 碩士 === 國立交通大學 === 理學院碩士在職專班網路學習學程 === 97 === In 1999, many of the events made Taiwan's economy sluggish .Because the government announced many new policies in 2004, the housing market heated up in 2005.After serious competition, many construction companies found they must reconsider the promotion strategies for their cases.
Statistics from DGBAS shows that Taiwan has become an M-shaped society as defined by Kenichi Omae,.Because of this Taiwanese consumption behavior has changed.
To explore the possible impact of this trend to the construction companies interviews with their sales people are conducted.with consideration of four factors: profit incentive of construction company, acquisition of land, customer needs and target market. .
This study gets the following conclusions: .
1. It is obvious that Taiwan society was following the “M-
shape” trend and the difference between the rich and
the poor was wide and getting worse.
2. In the sample period, the numbers of big and small units
of the multi-unit residential buildings in Jubei city
were both growing, while the number of mid-sized unit
was decreasing. In particular, the large-unit products
were growing rapidly.
3. The changes on product size of the new housing project
launched in Jubei City, were caused by 5 factors:
profitability, land acquisition, consumer requirement,
target segment, and the influence of M-sharp society.
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