一般產品常以表價高低或價格折扣策略作為對外促銷手法，房地產市場議價策略普遍存在，但議價空間為內在未知。過去研究以中古屋賣方訂價為主，且將議價空間視為因變數，對建商訂價與議價空間之相互關連性與策略應用的討論較為不足。本文運用3SLS聯立模型發現表價與議價空間影響因果為正向，每坪表價、議價空間率調升1％，議價空間率、表價每坪會調升0.27％及5.5萬元。 關於建商表價與議價策略的討論，國內尚缺乏專文，本文將表價與議價策略決策分為兩階段論述，並以二項式logistic模型討論建商表價與議價策略。建商較少採用價格區隔策略，與近代行銷理念趨向消費者區隔取向不同，在房地產實行市場區隔訂價策略是否能降低風險或提升報酬，則有待進一步研究。主流產品，競爭對象多，會以高表價作出區隔，高議價空間來減低交易失敗率；流動性高市場傾向榨取訂價以獲得更多利潤，非因預計需求的情況決策，較受總體因素影響。 / Firms often use asking prices and discount rates as their strategies of promoting products. So do real estate developers. Previous literatures mainly focus on the relationship of asking prices and discount rates of existing houses sold by homeowners or brokers, but ignore the interrelationship and strategy of them of new houses sold by developers. First, using 3SLS model, this paper finds that there is a positive effects between asking price and discount rate. For instance, the increase of 10,000 NTD per ping of asking prices raises 0.27% of discount rate, in the other side, the increase of 1% of discount rate brings up 55,000 NTD per ping. Next, we use binomial logistic model to analyze developers’ asking prices and discount rates strategies by regarding them as two-steps decision makings. The finding is developers still prefer going rate pricing as their marketing approach. The effectiveness of segmented pricing to reduce risk or raise return needs to be tested in the future. Third, due to high competitiveness of main stream products, developers intend to take high asking prices and discount rates to increase the probability of transaction. Last but not least, developers affected by macro-factors in a high liquidity period like to take skimming pricing strategy to grab more profits.

台灣住宅市場中，單一個案中混合不同面積之產品是常見的現象，但過去研究對此種現象探討仍有不足。本文發展「面積離散度」作為住宅混合現象之量化指標，衡量住宅面積混合所形成之異質性，加以區隔建商「集中」及「分散」之產品策略，並將後者區分高、中、低三種不同離散程度的個案。為了解建商行為模式，研究使用二元及次序性羅吉特模型進行分析，探討不同情況下，建商可能採行的產品策略以及個案面積離散之程度。 研究結果發現區位可及性較高、推案時機為景氣收縮期、成本面積愈大、戶數愈多，則建商採行分散策略的可能性較高，面積離散度亦會較高；而當住宅類型屬於透天、主力坪數與主力總價愈高，則採行分散策略機率較低，面積離散度亦較低，另外，建商是否上市櫃對產品策略或面積離散度均無影響。 關鍵字：住宅面積、面積離散度、產品策略、建商行為