It is more and more popular to transmit and receive information with Wireless LAN(WLAN) as the time of science and technology has been approaching. Every type of business gradually has priority on WLAN for marketing. Especially business of agents of real estate, they use WLAN as tool for marketing to improve the service with information and human nature and to break through the shape of traditional human operation. They record characters and functions of surrounding environment of the houses which are entrusted by clients in their system to provide immediate and local information with house-buyer. This becomes personalizing and valuable selling information.
It takes both quantitative and qualitative methods as research methods in the study, and agents of real estate using and not using WLAN in Kaohsiung City are picked as research objects. The study takes depth interviews to realize conditions for wireless network marketing using, motivation for wireless network marketing, and using mode for wireless network marketing, and it also analyzes the differences among wireless network marketing, traditional marketing, and internet marketing. Meanwhile the study use questionnaires survey to figure out the reason why some agents of real estate do not use WLAN for marketing.
There are four findings in the study as follows:
(1) Agents of real estate using WLAN for marketing are mainly direct branches and over 15 years old.
(2) The traditional way for marketing used by agents of real estate using or not using WLAN for marketing is newspaper.
(3) Agents of real estate using WLAN for marketing know the requirements of clients and can improve the quality of service better then agents of real estate not using WLAN for marketing.
(4) The rate of agents of real estate not using WLAN for marketing at present would like to use WLAN for marketing in the future become more.
The conclusion of the study indicates the marketing mode of using new science technology can inquire new information anytime and anywhere. The mode of marketing with WLAN provides business of agents of real estate with the immediate and local information, and this is the point that mass media can not achieve. There are difficulties for business of agents of real estate in Kaohsiung City to use high science technology as a kind of marketing mode. Kaohsiung City should try to upgrade M capacity step by step and take both traditional marketing and WLAN marketing to enhance the function of WLAN for marketing in business of agents of real estate.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0719104-142421 |
| Date | 19 July 2004 |
| Creators | Chen, Chia-Wen |
| Contributors | Kuan-Chu Wei, Ling-Hui Chen, Kuang-Wu Koai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0719104-142421 |
| Rights | not_available, Copyright information available at source archive |
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