Product Positioning of Residential Buildings in Anping District of Tainan City: A Case Study of Land Development of Lot No. 137 on Jinhua Section in Anping District

• Main Authors: Liu,Chien-Hsing, 劉建興
• Other Authors: Chen,Shu-Mei
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/642a39

碩士 === 崑山科技大學 === 房地產開發與管理研究所 === 106 === Realestate developerstend to conduct an investment feasibility analysis in terms of market conditions, product characteristics, market competitiveness, and economic efficiencybefore they proceed to acquire land for their developmentprojects. As such, many professionalsin the industryhave considered it necessary to establish and followa modelof assessment to facilitate their decision-making process and ensure the effectiveness of their investment. Their need inspired an attempt to exploreand modify theconventionalunscientific decision-making assessments for theconstruction of a more suitable assessment model for project development and product positioning. This study was conducted as a case study of the development of land lotsdesignated for residential buildingsonthe 5th Redevelopment Zone of Anping District in order to establish a model to develop and position the housing productsin the real estate market. Based on a review of the literature, itproceeded witha variety of methods includingPorter's Five Forces Model, SWOT analysis, sales data analysis, in-depth interviews with residents in Anping District, and analysis of product planning, to achieve a better understanding of the defects arising from improper housing development and sales projects in the past, as well as the reasons whypeople purchasehousing units in the district. According to the results of this study, real estatedevelopers should base their decisions for project development on a more comprehensive evaluation of relevant data and market acceptability to position the housing productsin the target market and serve the needs of customers moreeffectively and appropriately, as is shown in this research model. This investigation was based on the house-building projects data collected in Anping over past years. We analyzed the house-building projects data uging the Porter five forces analysis and finacial analysis including evaluations of home builder brands. The new home’s product positioning strategy is interior space over 200 square meters and focused on the people who want to buy a second home or more for peer reference.