The primary purpose of this research is to study the marketing strategies for the real estate industry in Taiwan. After literature review, the aspects of 4Ps and 4Cs are used as the framework of this study. Qualitative research method is used to generate perception understanding of real estate industry phenomena and the interpretations behind each of them. Two real estate corporates are selected and interviewed with one store manager in each of them. Marketing strategies and directions are found from the interviews; by analyzing the answers through 4Ps and 4Cs. Moreover, recommendations are presented at the last chapter of this study.

A Study on the Policy and Institution of Real Estate Trust in Taiwan Abstract Since the trust system was formally introduced to Taiwan where the Trust Act of January 26, 1996 was enacted and enforced, the relationship between individuals and property reconstructed by the property-oriented platform of trust has come to a new era in which the ownership of property, management, and the right to beneficiary play new roles. In light of such a new system that has a great influence on the national economy, most of which focused on its real estate trust policy, particularly on the policy of commercial trust, the purpose of the study is to examine Taiwan

Taiwan is a crowded island with a large population but limited soil resource. The government makes the most effective use of the land by making various integrative developments in order to create the maximum use of social welfare. The idea of land reorganization thus came out. Take the metropolis of Kaohsiung for example, the implementation of land readjustment not only led to economic prosperity, but also created a spillover-effect like the growth of land utilization, construction, population and industries inside and outside the reorganization areas. It also brought enormous benefits to the government, land owners and the whole citizens as well. The fluctuation of real estate market price in Taiwan is easily affected by its economic situation, people's fear of the expectation on the increase of price index, the domestic idle capital flood, and the dramatic rising of the stock market, which lead to the enormous growth of land value, so there should be a long-term balance among economic factors (GDP, interest rate, and exchange rate) and land value. As for the researches of the interrelationship between the analysis of the land value change of real estate and economic factors, most scholars chose cities in northern Taiwan as an example, fewer researches had been made for Kaohsiung City in southern Taiwan. This paper, different from others, analyzes the public tender data of lands in every reorganization area in Kaohsiung City from the past few years. This paper aims at the long-term relationship of cointegration between the public tender data over the years of lands of readjustment area in Kaohsiung City and economic factors. The sample date is a long-term relationship from the year of 1962 to 2004 on such four parameters as Land value, GDP, interest rate, and exchange rate, which are the objects of this study, adopting the unit root test and Johansen¡¦s Maximum Likelihood Estimation (MLE) as studying tools. As this study finds out, the phenomenon of cointegration really exists among these four parameters. The land value has negative correlation with interest rate, and positive correlation with the GDP, and exchange rate.

Abstract During the late 1980¡¦s, the stock market and real estate market in Taiwan both went into enormous booms. The Taiwan Stock Market Weighted Price Index (TSMWPI) and real estate prices both reach the highest peaks that they never reach before. It seems that there is a certain relationship between the stock market and real estate market. Therefore, this thesis proposes to study the following two propositions: (1) if the stock market and real estate market are integrated, then a certain degree of asset substitution will occur. The price of the assets in the two markets will interacted due to the asset substitution. And this price interaction will reduce the effect of risk diversifying. (2) But if the two markets are segmented, the effect the diversifying risk will get significant increasing as long as having the assets of the two markets included in your portfolio simultaneously. Past studies commonly investigated the relationship between the price series in these two markets, and therefore make the conclusions of their relationships. However, any individual price series cannot represent the activities of the whole market. Consequently, we adopt the Arbitrage Pricing Model (APM) to examine the relationships between the stock market and the real estate market in Taiwan. Our study is the first one to discuss this topic from the view of the market. Our study also tests causality relationship between the price series, but we have some improvements compared to the past studies. Our model includes an exogenous variable which captures the influence affecting both the stock market and real estate market at the same time. The test of casualty is also based on the cointegration theory. We test four cities in Taiwan, including the Taipei City, Taipei County, Taichung City and Kaohsiung City. Our findings suggest that the house price of the Taipei City and the Taipei County are co-integrated with the TSMWPI, that is, there is a long-term equilibrium relationship between the two cities and TSMWPI. The test of Granger Causality indicates that TSMWPI only Granger causes the house price of the Taipei City. All other causality relationships are not existed in these four cities. Finally, we use the APM to examine the relationship between the two markets and find that no evidence of relationship is existed between the stock and the housing market, suggesting that the stock market and the housing market in Taiwan are segmented. Key Words: Real Estate Market, Stock Market, Causality, CAPM

The contraction and real estate business has played an important role for the national economic in these thirty years in Taiwan and it develops the relative business prosperously as well. After several high peak cycles the contraction and real estate business was treated as the high profit business but now it¡¦s not as well fortuned as the old days because of the impact of economy deflation and the over surplus of houses. According to the special localization characters and the growth of population to increase the supplied volume as usual, it remains the survivable space for the contraction enterprises. The winner will belong to the one who can be familiar with the market, to build the creative products and to execute the suitable marketing strategies. The main thesis is to discuss the marketing strategies for the contraction companies under the deflation economic environments and the research is used by the case study methodology to estimate how to use the advantages of marketing strategies to develop the contraction and the real estate business via interviewing the famous six companies in the southern area of Taiwan. The researches uses the SWOT analysis methodology to survey the main helpful elements such as the bosses are able to run his company by the strength ability, to improve his weakness, to grasp the opportunities fully, and to overcome the threat of the surroundings. The researcher uses the 4Ps elements, such as product, place, price and promotion to elements to analysis how to execute the marketing strategies effectively and efficiently. Under the marketing oriented, the thesis concludes how to define and mark the target market properly. The researcher, who is the owner of one of the contraction enterprises, really hopes to do the research to do something for the practical and learning science fields.

The primary research focuses on the differences of training in diverse real estate chain system. It takes case study and analyzes data of training courses from three famous real estate agency in Taiwan; using half-structural formula questionnaire for interview. According to five aspects, external environment, regular chain headquarters, franchise chain headquarters, franchisee and brokers; it points seven main factors which influence the training from different system. The similarities and dissimilarities are as below: 1.Regular chain focuses training on human resource investment, but franchise chain takes it as a supply for franchisee of practical training source. 2.The budget of training of regular chain comes from the headquarters, whereas the franchise chain comes from monthly expense. 3.The training courses of regular chain are constant and compulsory; also bounding with promotion. The courses of franchise chain are free, optional and with no promotion. 4.Both of them use their own interior sources to training. 5.The recruitment requirements between regular and franchise chain are different. Regular chain has average quality of a broker, but the diversity of franchise chain is various. 6.Regular and franchise chain provide training sessions for new employees regularly. 7.The courses held in headquarters cannot completely satisfy franchise chain stores¡¦ need.

Thesis (Ph.D.)--Kent State University, 2008. / Title from PDF t.p. (viewed Dec. 21, 2009). Advisor: Shawn Banasick. Keywords: Includes bibliographical references (p. 227-253).

Thesis (Ph. D.)--University of Washington, 2001. / Vita. Includes bibliographical references (leaves 203-211).

Thesis (M.S.) -- University of Texas at Arlington, 2009.

Thesis (M.C.R.P.) -- University of Texas at Arlington, 2008.