The Study on the Key Success Factors of Taiwan's Luxury Residential Marketing:The Case Study of R Group

• Main Authors: SHEN,MEI-SHOU, 沈美收
• Other Authors: HUANG,KAI-YI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/s222yy

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 106 === In recent years, under the influence of the economic downturn, the introduction of luxury tax will undoubtedly exert a certain impact on the luxury residential market. Under the influence of the environment and policies, how to improve the marketing strategy is the critical issue for luxury residential industry in Taiwan. This article is aimed at Taiwan's luxury residential builders for the purpose of indepth analysis of Taiwan's luxury residential industry for internal and external management marketing strategy. This research takes R case analysis and deep interview with senior construction company to get the data, carries on the empirical analysis with SWOT analysis and Five Forces analysis as the framework, and indepth interview from the angle of luxury residential company executives. According to 4P, as well as STP analysis of the luxury residential industry in Taiwan to solve marketing problems. The main conclusions of this study are summarized as follows: (1) The luxury residential industry needs to be adjusted in response to changes in the environment. Theslump in the economy provides a good opportunity for the industry to recuperate for a long time and to gather energy. (2) The performance of depends on the brand building, especially brand loyalty being the key factor. Brand power and product power is positively with the sale price; (3) Taiwan luxury residential and the economy is closely related. While Taiwan's economic slowly adapt to changes in the environment and policies, it is highly expectation that government might relax more regulation to stimulate price rise in the future; (4) While the consumption groups of Taiwan luxury residential market change, luxury residential market with the transformation of the environment is facing the transformation; (5) Taiwan marketing strategy to customer needs to be more flexibly adjustment to target potential customer, which can be effectively promote marketing strategy; (6) Taiwan residential industry needs to keep up with the world pace in the high-end real estate market. The industry must be ready with the world fashionable, always keeping continuous R &D and innovation. Key words: Lxury residential market, Taiwan mansion construction, marketing strategy