| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 98 === Abstract
The development of economic improves the requirement of the high quality of life, and the focus of housing marketing have turned from the amount issues to the quality issues. Thus, the markets of luxury houses were due to be born. Filled with mansions, the New Civic Center of Taichung has become a arena of the building companies. In addition to the real estate boom, whether the sales of the cases of luxury houses could reach the targets is depend importantly on how much the building company grasps the market demand. Therefore, to target customers through accurate market positioning is a prerequisite for product sales, and the use of STP marketing is exactly a key management tool.
Based on the background and motivation, there are five objectives of the research, including: (1) understanding the concept of real estates; (2) understanding the concept of luxury houses; (3) understanding the theoretical basis of STP; (4) exploring the development of luxury house markets in Taichung; and (5) using STP to develop the marketing strategy of the luxury house cases for Longbao Building. This research adopts the method of Secondary Data Collection and uses the case study of single-case design and single-analzing unit. It concludes four summaries in the study:
1. There are three types of segment variables in Taichung luxury house market: (1) geographic variables – regional distribution; (2) demographic variables – family income, occupation, and family structure; (3) buying behavior variables – product purpose, product characteristics preference, and brand image.
2. Six market segments are deduced in Taichung luxury house market.
3. Based on the SWOT analysis of Longbao, this study regards the six market segments as the target luxury house market in Taichung.
4. The main target market of Longbao Building in Taichung luxury house marketare are "Segments C" and "Segments E", which use the existing cases as product positioning and high prices as pricing policy. In addition, the direct access model by the building company is adopted. The demand was good and for the promotion of environmental quality, quality of community culture, a strong facility of life, complete major construction, transport facilities, closing the political, economic, social and other locations.
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