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.

網際網路的應用可協助企業強化與消費者的溝通與互動，此對於傳統的商業模式產生相當大的衝擊，然而在房地產諸多異於一般商品的特質下，網際網路對於建設公司經營的影響是否與一般企業相同？目前未被清楚討論。本研究發現，在B2E與B2B方面，網際網路對建設公司與一般企業的影響差異並不大，但在B2C方面，建設公司的網際網路運用度則明顯偏低，目前僅能扮演輔助交易的角色。不過，隨著網路環境的逐漸成熟，以及線上調查、產品客製化、集體議價等新興商業模式的出現，建設公司為提升經營績效，實有必要依循從B2E到B2B，再延伸至B2C的步驟，逐步提升自身的電子化能力，並採取傳統行銷與網路行銷二者並行的模式，以及強化網站的房地產行銷功能。 / The application of Internet can assist the enterprise to reinforce its communication and interaction with clients. Such a fact has a great impact on the traditional business model for sure. However, we must notify that the features of real estate are different from other common goods. Does Internet have the same influence on the management of real estate developer just like other industries? The issue hasn't been further discussed in the existing literature. This research reveals that Internet's impact on the real estate developer is relatively the same compared with other general business in the B2E and B2B aspects. Nonetheless, the Internet application ratio is obviously lower in the aspect of B2C. Real estate developer merely acts as the subsidiary in transaction part. Due to the well-developed Internet environment, innovative business models such as "online suvey"、"customized product" and "collective bargaining mode" begin to emerge in the market. In order to improve its management efficiency, a real estate developer company must adopt the B2E to B2B then B2C step-by-step procedure. Its electronic competence will be gradually enhanced accordingly. Besides, it needs to combine the traditional marketing with Internet to strengthen the marketing through web site and gain a considerable profit.

A dissertação baseia-se na Teoria do Desenvolvimento Geográfico Desigual, fruto das elucubrações e da inserção do viés marxista no âmbito da Geografia Crítica ou Radical, que desvelará a produção das diferenciações espaciais concernente ao espaço urbano. Apoiado nessa base teórica objetiva-se desvelar a produção do espaço desigual no bairro de Campo Grande, Rio de Janeiro, com foco nas Zonas Residenciais 3 e 4, pela leitura das políticas urbanas estatais, que fragmentam e restringem o acesso aos diferentes espaços do bairro, estabelecidas e influenciadas pelo neoliberalismo no momento atual da integração e acumulação do sistema político-econômico mundial estabelecido como Globalização. Ainda, verifica-se a influência dos agentes privados na formulação de tais políticas e na apropriação e produção do espaço. / This dissertation is based on the Theory of Uneven Geographical Development, born from the lucubrations and the insertion of the Marxist thought within the Marxist Critical Geography or Radical Geography, unveiling the production of spatial differentiations concerning the urban space. Supported by this theoretical background it aims to unveil the production of unequal space in the district of Campo Grande, Rio de Janeiro, with a focus on Home Zones 3 and 4, by reading the State urban policies, which fragment and restrict access to different areas of the district, established and influenced by neoliberalism at this moment of integration and accumulation of the global political-economical system established as Globalization. Yet, there is the influence of private actors in the formulation of such policies and the later appropriation and production of this space.

A dissertação baseia-se na Teoria do Desenvolvimento Geográfico Desigual, fruto das elucubrações e da inserção do viés marxista no âmbito da Geografia Crítica ou Radical, que desvelará a produção das diferenciações espaciais concernente ao espaço urbano. Apoiado nessa base teórica objetiva-se desvelar a produção do espaço desigual no bairro de Campo Grande, Rio de Janeiro, com foco nas Zonas Residenciais 3 e 4, pela leitura das políticas urbanas estatais, que fragmentam e restringem o acesso aos diferentes espaços do bairro, estabelecidas e influenciadas pelo neoliberalismo no momento atual da integração e acumulação do sistema político-econômico mundial estabelecido como Globalização. Ainda, verifica-se a influência dos agentes privados na formulação de tais políticas e na apropriação e produção do espaço. / This dissertation is based on the Theory of Uneven Geographical Development, born from the lucubrations and the insertion of the Marxist thought within the Marxist Critical Geography or Radical Geography, unveiling the production of spatial differentiations concerning the urban space. Supported by this theoretical background it aims to unveil the production of unequal space in the district of Campo Grande, Rio de Janeiro, with a focus on Home Zones 3 and 4, by reading the State urban policies, which fragment and restrict access to different areas of the district, established and influenced by neoliberalism at this moment of integration and accumulation of the global political-economical system established as Globalization. Yet, there is the influence of private actors in the formulation of such policies and the later appropriation and production of this space.

The theoretical part of this master’s thesis is focused on explaining the related concepts of the development activities. In the practical section analyzes the development activities of Lettenmayer & Partner Company.

Abidjan, capitale économique de la Côte d’Ivoire, connaît une forte pression démographique. Elle abrite aujourd’hui environ 4,5 millions d’habitants, soit 20% de la population nationale et 50% de la population urbaine. Cette situation induit une demande régulièrement en hausse de logements et de terrains urbains à bâtir. Pour faire face à cette demande, l'Etat est lancé dès les indépendances, dans une politique volontariste de production de logements et de terrains urbains, dont la mise en œuvre a nécessité la création de plusieurs structures publiques. Dans ce dispositif, l'Etat intervenait depuis la programmation jusqu’à la commercialisation des logements et la gestion des ensembles immobiliers réalisés. Il assurait par ailleurs la mise en place des infrastructures et des équipements socio collectifs. Mais suite à la crise économique des années 1980 il passe le relai au secteur privé et se cantonne à stimuler l'initiative privée et à moderniser les mécanismes de financement du secteur de l’habitat. Dès lors, le marché immobilier connaît l’apparition de plusieurs promoteurs qui interviennent presqu’exclusivement à Abidjan. Ce travail contribue à établir une meilleure connaissance des activités du secteur privé formel de promotion immobilière dans l’agglomération Abidjanaise depuis les années 1980 et leur impact sur l’espace urbain. Il met en lumière les opérations immobilières en insistant sur leurs dimensions spatiale, qualitative et quantitative. / Abidjan, the economic capital of Cote d'Ivoire, is undergoing a strong demographic pressure. It currently has a population of 4.5 million, which represents about 20% of the national population and 50% of the urban population. This situation induces a continuously rising demand for housing and building land. To address this rising demand after its independence, the state voluntarily engaged in a series of policies to promote housing and building land by creating a number of public sector organizations. In this plan, the state intervened from programming to marketing of the housing and the management of the residential projects. It also ensured the implementation of infrastructure and public social facilities. However, due to the economic crisis of the 1980s, the state relayed those tasks to the private sector and focused its efforts on the promotion of private initiatives by modernizing the financing mechanisms in the housing sector. Since then, the real estate market is witnessing the emergence of several real estate developers exclusively operating in the district of Abidjan. This study helps to establish a better understanding of the formal real estate development private sector’s activities in the agglomeration of Abidjan since the 1980s and their impact on the urban space. It highlights the real estate developments with an emphasis on their spatial, qualitative and quantitative aspects.

This thesis takes the form of two separate fractions. Theoretical context, in which the real estate developer, the construction project is defined, costs in connection therewith arise are characterized and also methods for analyzing these costs are mentioned, is Chapter 1. Practical fraction consisting of a cost analysis of model development company and model construction project, forms Chapter 2 and Chapter 3. In conclusion, the practical analysis outputs are interpreted and some recommendations to optimize costs are presented.