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• Main Authors: Ming-huei Chen, 陳明徽
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/19725459165162261497

碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 100 === With the prosperous economic growing, better living standard and an eastern traditional custom- Instead of having money, it is more important to have house property ownership, the needs for real estate in Taiwan have been raised. House property is not just an accommodation but also a good investment, so it helps greatly in real estate’s developing of Taiwan. However, economic condition circulation and international situation could easily influence real estate industry. Therefore, to cope with those influential factors, the marketing strategy of real estate industry should have more flexibility. The study adopts A company (case A) and B company (case B) which researchers work for as case study. Through collecting data from real estate enterprises, the study based on marketing theories analyses management problems that enterprises face and bring out strategies for enhancing competence in industrial competition. The analysis includes the general environment trend and impact under separate condition. The study discusses coping methods and strategies for enterprise marketing orientation. The house properties of A and B companies are sold separately under positive and negative economic conditions. The study discovers when in the high level of economic condition circulation, the enterprise can design low-valued accommodations as investing products for unspecified groups of customers. Because the customers have positive mind in investment at this moment, and with the relevant plans, customers are willing to invest in the appropriate products. Under analyses of case A and B’s marketing strategies in different environments, the study has indicated though environment influences the real estate industry, strategic marketing is the most crucial factor, along with product’s added value and regional condition. When facing the environmental impact, the case study’s enterprises flexibly adjust their products and marketing strategies. Through case study and interviews with experts, the study proposes the coping marketing strategies reference for Taiwan’s real estate industry.