| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 105 === The prosperous growth of the economy promote estate developer to combine unique choice of building site and fine building plan and introduce the concept of ‘conspicuous commodity’ and this causes the tern ‘mansion’ to become the symbol of identity and wealth.
The customers’ first impression of the building is often based on the appearance of it and could largely influence the future development and the marketing of the case. However, whether the difference among constructions of building facade could create implication on the judgement of the customers and result in the different identification between normal and higher price unit is an rather interesting issue but was seldom discussed.
Therefore, this project aims to understand the elements and effects of the building facade of community newly construction and the connection between market strategy of the building and its decision making of building facade by summarizing the considerations of policy makers.
The research will discuss the factors that could influence the decision related to decision making of building facade and the marketing strategies of it separately and then discuss the connection between the price of a real estate and its building facade。First by using Qualitative research in social science studies research data were collected and organised by reviewing literature, observation, interviews and other research methods. Then through by the convergence process keyword collection, the composition of wealth signifier of a house can be determined and conclude the key point of creating the high value estate.
The research discovered that the consumers’ ability to judge the price of the product is related to aesthetic and the awareness of their own needs. The consumer has certain biases when it comes to deciding or predicting the price of the building and those preference is often based on one’s experience in the past which might include their family background, education or even income level. To conclude, by its visual effect and traits that can be perceived the value of architecture is create by shaping values and building ideology, which leads to the possibility of the new aesthetics form and value of semiotics to progress simultaneously. Through the rebuilt of new group awareness building facade vocabulary will gradually become the breaking point of new-high value merchandise.
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