網路資料庫在新成屋及預售屋 精準行銷之運用分析

• Main Author: 陳韻如
• Other Authors: 林祖嘉
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/63551081896613142268

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 104 === Real Estate market has gone through several economic fluctuations since 2003, and the industry is currently undergoing restructuring after the consolidated housing-and-land income tax reformed in 2016. The biggest predicament confronted by both of the real estate developers and advertisement sale-agents is often difficult to gather the list and the information of prospective and obvious buyers, and clearly understand their minds. To stay in business, the top priority now is: how to plan and manage a cost-effective marketing spend to approach buyers when traditional methods of marketing have become less effective. This thesis focuses on the application of web analytics from Y website to gather buyer’s information, and demonstrated with samples from the different areas across North, Central, and South region of Taiwan, also different types of new construction real estates; by further studying the geographic, referral traffics, and sticky contents and hits of returning visitors, and further screen out the shortlist target buyers from the repeat visitors, then focus the marketing resources to take proactive sales approach and precision marketing in targeting the most potential buyers and meet the sales expectation. The web analytics from Y website on these four cases indicates that Taipei web visitors’ favored long-term investment choice is shifting toward South. All samples from the 6 special municipalities in Taiwan shows web visitors from Taipei are most interested in new construction real estates located in the other 5 special municipalities; even higher than web visitors from its own district area, which reveals that there are more potential buyers in Taipei, and the developers in those 5 special municipalities should try to distribute more marketing resources in Taipei. Similarly, study shows up to 60% of the referral traffics are from Google, it is suggested to allocate more marketing funds in Google. Statistics from across all region also articulate that about 20% of closing sales are repeat visitors, the sellers should screen out the shortlist target buyers from the repeat visitors, then focus the marketing resources to take proactive sales approach in getting buyers to show up in open-house for on-site sales to follow up and increasing the closing ratio.