| Summary: | 碩士 === 崑山科技大學 === 房地產開發與管理研究所 === 103 === Large residential buildings project is very rare in Tainan except for public housing. The project management will face great challenge in the up-coming years. The large scale itself will affect the low sales rate, which leads to overstock and expensive stock cost. Therefore the marketing strategy is very important for the developers. The the SWOT, product positioning and analysis marketing 4P strategy also play important role in a construction project.
This paper takes Highwealth Construction Tainan Cheng-Da City project (hereinafter refers as CDC) as an example to investigate the market potential of first-time purchase products with limited budget, and interview with managers in construction company, sales agency manager and on-site selling manager to analyze the product positioning and marketing strategy.
The results of this study reveal that the reason of success in CDC is not the same with other traditional construction project in Tainan. The CDC project uses accurate product positioning strategy focusing on the two-bedroom/three-bedroom and first-time-purchaser, the economy of scale and cost advantage of listed company to successfully attract the first-time purchaser in Tainan. And at the same time it enhances customer impression with luxury reception center, high frequency advertisement, and attracts investor during hot selling period. It promots the marketing by artist event, lottery, fans club and other financial preferential such as subsist waiving and low start-funds programs. With above programs, CDC successfully creates a hot-selling atmosphere and sold out 1247 residential within 9 months.
This paper analyzes the successful 4P marketing strategy of low price, large residential buildings, and wish it could be helpful toward construction companies and sales agency companies on their product positioning and marketing strategy.
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