| Summary: | 碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 104 === As a name is to an individual, so is an estate name to real estate, which shapes people’s first impression and which even exerts direct influence on the performance of the series of advertisements that follow. An estate name expresses its internalized connotations through explicit visuals. The messages conveyed in a few words are all-embracing. In addition, an estate name is also a symbol of a brand, transmitting the spirits and beliefs of a case. An estate name is a yearning; an estate name is a direction; an estate name is an attitude; an estate name is a behavior. An estate name is the first step in the conversation between a case and consumers. However, related exploration and discussion are severely lacking. Thus, the study hopes to make its contribution in this respect by conducting an analysis of the names of cross-strait estates so as to provide helpful and convincing reference for business people or enterprises who shuffle on both sides of the Taiwan Strait or who have an interest in cross-strait real estate. This study adopted the “comparative research method” to analyze the similarities and differences of the names of cross-strait estates, followed by a questionnaire to collect cross-strait consumers’ specific impressions of estate names. The study ended with focus interviews with senior professionals and operators to obtain authentic and practical data from experts’ perspective. The research results show that there is a more even distribution of the styles of estate names in the greater Taipei area, which can be divided into eleven types. As for those in Shanghai, a high proportion of approximately 70% lean toward “enterprise-brand type estate names.” The results obtained from the questionnaires demonstrate that consumers in Shanghai direct higher attention to estate names that contain the name of an enterprise, which is also echoed in the expert interview. In addition, obvious differences exist in the number of words used between cross-strait estate names, with a preference for shorter names in the greater Taipei area, while conveying brand messages taking precedence in Shanghai, thus accounting for its generally longer estate names. On the basis of these results, this study proposes two points for discussion and reflection. First, there is a variety of estate names in the greater Taipei area, and its consumers pay greater attention to estate names than those in Shanghai. However, such market performance has not been duly cherished, and related discourse is extremely rare, a state of affair that is worth the attention of experts, scholars, and fellow countrymen. Second, the high proportion of approximately 70% of estate names in Shanghai leaning toward “enterprise-brand type estate names” relatively restricts the expression of other styles of estate names, which is disadvantageous to the diverse development of estate naming.
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