台北市房地產延續前幾年全球景氣，加上海峽兩岸前所未有的和諧狀態，2008年上半年房市仍持續樂觀且交易熱絡，房地價大漲直到下半年全球金融風暴來襲而急轉直下。而金融風暴的起因恰好就是美國經營房地產次級貸款公司倒閉所引發的連鎖效應。金融風暴襲捲全世界經濟，以出口為導向的台灣首當其衝，台北市房地產景氣也隨之急速降溫，但雖經濟環境造成需求萎縮，台北市土地價格卻未受影響反而屢創新高，加上政府救經濟的財政與貨幣政策，使得台北市預售屋房價並未明顯下跌，2009年甚至因兩岸交流頻仍、中資來台等議題發燒，精華區房地產市場一掃2008下半年陰霾而帶頭上揚。但在消費需求面卻因實質薪資所得並未提升，使得實際自用住宅市場追價力道薄弱，房地產泡沫危機隱約呈現。 因台灣房地產市場存在如此詭譎的內外在環境，供給與需求、作多與看空的勢力拉扯，本篇論文研究從外部環境觀察鄰近各國總體經濟與房地產景氣連動關係的歷史軌跡，進而探究近年與未來台北市房地產業景氣發展趨勢，瞭解建商面對外在經濟環境變動下所存在之機會與威脅，來發現適合小型建商生存之利基市場所在。而內部環境則以房地產預售市場之賣方與買者交易關係探討，分別從廠商供給面與消費者需求面之成本觀點進行研究，尋找小型建商本身擁有的優劣勢所因應之預售屋消費者注重的各項成本屬性，藉由4C策略行銷分析降低消費者各項購屋成本，最後提出策略建議，提升小型建商之核心競爭力。 / The real estate market in Taipei was booming during the first half of 2008, during which time the economy was good and tensions between Taiwan and China began to ease. Housing prices had been rising until they were hit by the global financial crisis in late 2008. The storm of economic downturn, resulted mainly from the chain reaction caused by the collapse of US financial institutions, had swept through the world. Taiwan was deeply affected due to its export-oriented economy. As a result, the once prosperous real estate market had slowed down because of the decrease in demand. However, in 2009, not only had the prices of lands in Taipei not fallen, the presale home prices in the wealthiest districts began to rise again, due to the government’s stimulus financial policy that heavily relied on its friendlier stance with China and the belief that there would be a flow of cash coming from China. Nevertheless, the rise of housing prices could be a gigantic bubble since the median household income has not gained and demand for new homes have not increased. Under the unusual and unpredictable economic circumstances, this thesis focuses on the research and analysis from the viewpoints of maximizing the competitive edges, profits and surviving advantages of small builders in the current housing market in Taipei. Historic macroeconomic trends in real estate in Taiwan and nearby countries were analyzed. Supply and demand in the presale housing market in Taipei were examined, with an emphasis on not only the cost analysis between small builders and buyers, but also the advantages and disadvantages faced by both sides. 4C strategic marketing analysis was carried out to minimize the buying cost from the consumer’s viewpoint; at the same time, tactical marketing recommendations to success are provided to small builders to meet the present challenges.