A Study of Construction and Marketing of New House in Kaohsiung Area-The Case of Tsayea Company
碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 100 === Construction industry is also called locomotive industry﹐and it is a very important industry in Taiwan. The large construction companies produce a great number of new cases each year in order to hold the market﹐but there are still many small and mediu...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/26883014530731463711 |
| Summary: | 碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 100 === Construction industry is also called locomotive industry﹐and it is a very important industry in Taiwan. The large construction companies produce a great number of new cases each year in order to hold the market﹐but there are still many small and medium-sized construction companies which can find their places in the industry. Faced with the intense competition and environment of rapid changes﹐many small and medium-sized construction companies have excellent performance. They are good examples for other construction companies to learn from their experience. Even though﹐successful factors of sale and sustainable management are diverse﹐we focus on its marketing strategy application﹐which is directly related to consumers of most valuable assets for companies’s source of the profit.
Kaohsiung City’s house market and behavior of comsumers has its own characteristics. Kaohsiung’s small and medium-sized construction companies have to set up unique marketing strategy and to communicate with target market effectively. In this study﹐we use case study to confer the case company of Tsayea Company﹐including STP analysis and marketing mix strategy(4P) analysis. The research has found that Tsayea Company selects Nantze Dist of potentiality developing﹐which provides detached villa in low and high price to big family of low and high income. Tsayea Company appropriately makes use of product﹐price﹐place﹐promotion strategy. Let Tsayea Company have a successful sale outcome.
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