| Summary: | 碩士 === 崑山科技大學 === 房地產開發與管理研究所 === 102 === This research introduces microeconomic oligopolistic market theory into the limited amount of new residential house building market for the sake of analysis of business marketing strategies. The proposed "Game Theory" and "theory of hitchhiking or free-riding" are applied to the study in current Tainan's new residential house building market, where developers use all kinds of interactive marketing strategies to push their new house projects into success.
This study is conducted in downtown Tainan Area during the launch of new residential house buildings in ROC Years 101 to 103. The following criteria are applied to the selection of these new building projects: first home buyers, low price per unit area, low to medium floor area size and low total price. Four buildings were found which met the criteria, including Cheng Da Cheng, Da Du Hui, Dream Park and Sui Wu Ji. Then, the application of Game Theory and Hitchhiking/Free-riding Theory aims to investigate their interactive marketing activities (including both scenarios of mutual corporation and non-corporation), found 21 activities fulfilling the former and 7 activities fulfilling the latter. The causes and limitations of the success and failure results of these activities are examined and categorized to get some valuable findings and discoveries. In conclusion, this study can provide existing house developers some insight and recommendation on how they may improve their services and marketing strategies.
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