The Transformation Strategy under The Low Fertility Rate in Real Estate Industry-A Case Study of C Architecture Company

• Main Authors: WU, KUO-LIANG, 吳國良
• Other Authors: CHANG, YUNG-HO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/j66n3j

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 107 === The purpose of this research is to discuss the transformation strategy under the low fertility rate in real estate industry. This research focuses on the internal and external analysis to C Architecture Company by SWOT analysis and product positioning by STP analysis；Finally I inspect what the transformation strategies would the C Company choose while facing the low fertility rate. The research result shows that the C Company will produce two transformation strategies given the low fertility rate that leads to family and society structure changes. One strategy is to promote the small size and low total price departments with two or three bedrooms, no longer focusing only on secondary market but also on the beginners market. Also, the construction location will not only be limited on the west area in Taichung. Another strategy is to target on the future related industries with high demand, such as elderly housing, postnatal care center, long-term care center, etc. to build up its own brand awareness and stride across related industries.