房地產行業俗稱「火車頭工業」，房市的熱絡能帶動上中游非常多的產業蓬勃發展，而房地產代銷業在整體產業鏈當中至關重要，在房價居高不下及政策打房等背景因素下，房市交易轉趨清淡，買賣移轉件數創下近年新低，因此房地產關鍵且重要的行銷策略相形重要。而過去文獻中，多分別探討行銷策略、銷售率、銷售期間，而銷售期間之文獻更多以仲介觀點探討。本研究目的為找出代銷業銷售成功與有利的行銷策略模式、主客觀影響因素，提供房地產業者，成功銷售房地產個案。房地產主要之行銷策略為STP分析、7P理論、4C理論、整合行銷，而規劃合宜的產品定位，制定完善的行銷策略則是銷售成功的主要方程式。銷售成功主客觀因素之研究實證結果顯示，主觀影響因素，依序為地段條件、推案時機、產品條件、品牌因素，但地段條件是先天因素，無法改變，銷售要成功，銷售期間要短，銷售率要高，代銷業者需制定完善的行銷計劃，掌握天時、地利、人和等因素，天時就是推案時機等因素，地利就是地段條件等因素，人合就是產品條件、品牌因素等因素。由銷售期間與銷售率形成銷售成功的實證結果顯示，最重要的因素為產品條件及行銷策略；產品條件的數量、金額，對銷售期間影響較顯著，產品條件的質量如主力產品則對銷售率影響較顯著；行銷策略的成交均價對銷售期間及銷售率影響皆顯著，行銷策略的合作方式則對銷售期間影響較顯著；就區域而言，台北市個案銷售成功，首要因素為行銷策略之成交均價，而新北市個案銷售成功，則著重於產品條件之主力產品。 / The real estate industry, commonly known as "locomotive industry", can up bring many growths in industry development. While in recent years, the housing market becomes dull, and the sales number declining, it’s critical and important for real estate marketing to deliberate strategies at its key point. The real estate agency in the whole industry chain plays an essential part in setting the high prices and policies and other background factors in the market. From the past references, most explored the marketing strategy, sales rate, selling duration, while references on selling duration are more from the real estate agency’s perspective. The objective of this research is to investigate successful marketing and beneficial sales tactics, objective and subjective influential factors, the real estate producers, and the successful real estate selling cases. The STP analysis, the 7P Theory, the 4C Theory, integrated marketing are the main real estate strategies, whereas products positioning planed adequately, and well developed marketing strategy are the fundamental formulation for marketing success.The marketing success objective and subjective influential factors research shown, the objective influential factors are as listed: location attribution, selling timing, product conditions and brand factors. However, location attribution is congenital factor, inevitable, in order to sell successfully, selling duration must be brief, and selling rate must be high, real estate agencies must develop a complete marketing proposal, take control of the right time, the right place, the right social connections and so on. The right time is the selling timing and other factors, the right place is the location attribution and other circumstances, and the right social connections is the product conditions, the brand factors and other elements.From the selling duration and selling rate form subjective influential factors of marketing success, research shown,the product condition and marketing strategy are the most important subjective influential components,product condition quantity and price influences are more indisputable on the selling time, the quality of the product condition as the main product then impact more significantly on the sales rate.Marketing strategy price influences are more indisputable on the selling duration and sales rate, Marketing strategy cooperation influences are more indisputable on the selling duration.About area factors ,taipei City’s success on selling primarily is the price of marketing strategies; as for New Taipei City’s on successful selling is particularly focusing on the main product condition’s square footage.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0989230201 |
| Creators | 洪承, Hung, Cheng |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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