| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 102 === Construction companies use two indirect ways to communicate with customers, one way is through relationship marketing and the other way is via product placement. In the past, there were not many researches on how construction companies implement relationship marketing and product placement to influence customers’ intention of purchase. As a result, the research aims to examine how construction companies implement their business strategies of relationship marketing and product placement by studying real estate agencies in Taichung city.
The approaches taken in the research are to analyze the systems and strategies of relationship marketing and product placement conducted by real estate agencies in Taichung city in order to reach a conclusion. To begin with, the research studied marketing cases from three different real estate agencies to study their individual brand cultures and traits, and how personal characteristics of the owners from each of the real estate agencies will influence their brand image, marketing audit and consistency of marketing messages conveyed. Secondly, the research explores and examines the types and categories of relationship marketing and product placement of the real estate agencies in Taichung city. At last, the conclusion is that the research is trying to come up with a creative marketing system and model to make the whole real estate industry better, hoping to have better real estate agencies, stronger buildings, more harmonious communities, and better residential areas for residents after the advancement of the whole industry.
Keywords: Relationship marketing, Product placement, Business strategies, Deliberate possible strategies
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