An Analysis on Marketing Strategy of Real Estate Products in Urban Areas –A Case of Linkou District in New Taipei City

• Main Authors: I-Ching Wang, 王怡靜
• Other Authors: Wei-Ning Wu
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/wtg2dq

碩士 === 國立中山大學 === 高階經營碩士班 === 106 === Land is a dispensable element in real estate. About 80% profits of whole development projects would relys on the land’s condition/quality and cost. Transportation expansion would enlarge city network to rural areas and enhabce the development of public utilities, road and infrastructure. Financial support of public policies and business invertment would procede the development of the reconsolidated areas. Thereconsolidated area in Linkou is the research target. Through the marketing theories of SWOT, STP, 4Ps, 4Cs, AIDA, this study would analyze the vital factors of residence development and choices. We surveyed with seniors who have had experiences in engineering construction and operation management. During reconsolidating Linkou, a well-planned reconsolidated project plays the vital role in regulating traffic construction, commercial building, residential areas, cultural and educational center, park green space, activity center and other facilities. The exquisite residences and regular residences have various views to their needs and demands. Regular residences would like to emaphazie on physiological needs and safety needs, such as affordable housing with proper quality. On the other hands, the exquisite residences would like to have esteem needs and self-actualization. The houses represent the residences’ preference and life philosophy. The house buyers would concern more about the value of the goods and neighborhood living quality. The developers apply customers’ view is the priority to the land and housing business companies to build the ideal houses to those potential customers. This study asserts that the exquisite residences and regular residences have different views to house buy willingness and preference, and the house companies would adopt various scale strategies to those two customer groups.