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題名 建商推案行銷策略之研究 —產品定位、銷售時機方式、降價動機及銷售率影響之分析
Marketing Strategies for Real Estate Developers in Launching Projects： An Analysis of Product Positioning, Marketing Options, Reducing Prices Motivations and the Effects of Sales Rate.
作者 李尚華
Lee, Shang-Hua
貢獻者 張金鶚
Chang, Chin-Oh
李尚華
Lee, Shang-Hua
關鍵詞 行銷策略
產品定位
銷售時機與方式
價格策略
銷售率
Marketing strategies
Product positioning
Sale timing and approach
Pricing strategy
Sales rate
日期 2020
上傳時間 2-Mar-2020 11:22:57 (UTC+8)
摘要 過去行銷策略研究以創新與網路產業、遊憩觀光運輸產業、運動產業、金融及醫療產業等領域為主流，較少焦點不動產行銷策略討論。本文引用Kotler （2000）行銷策略發展模式，將不動產行銷策略區分產品定位、銷售時機方式及價格策略，捕捉建商推案行銷策略因素，並以銷售率評估行銷策略成效。本文貢獻係對建商新推個案各階段行銷策略達到增加報酬及降低風險提出解答及建議。
本研究從主力坪數及面積離散度討論產品定位報酬及風險；從建商選擇以預售屋或成屋銷售，及是否自售或委託代銷銷售探討建案銷售時機與方式；並從銷售率與議價率的因果關係，捕捉建商降價動機。實證結果可知，影響建商產品定位變數以區位特徵及建案特徵為主，景氣時機及建商特徵則非主因；另外，房市景氣、建商財務規劃及建商特徵，都會影響建商銷售時機及方式選擇；在價格策略方面，根據VECM分析，銷售率與議價率偏離長期均衡，銷售率移動速率較快，代表建商因銷售率不佳才降價，非主動降價提升銷售率，而從橫斷面資料實證結果，影響新推個案議價率因素，財務規劃重要性高於不動產特徵；最後，本文以加權平均銷售率評估銷售策略之成效，建商應委託代銷公司銷售、產品定位以小坪數高離散度作主，並在價格策略上給予較大議價空，可得到較佳銷售率。
本文從風險及報酬兩角度對建商推案提出建議：建商產品定位評估應更掌握景氣變化，當對景氣存有疑慮時，規劃市郊區或市中心大基地建案應以「中坪數中高低離散度」市場區隔策略分散經營風險；在銷售時機與方式評估上，景氣向上，建商應以報酬考量，規劃預售屋、結構體及新成屋最佳銷售比例，獲取最大利潤；房市衰退時期，仍應委託代銷公司銷售預售屋，將行銷風險分擔至代銷公司及消費者；在價格策略上，新推個案銷售率遲滯不前時，建商應主動降價增加銷售率，以降低存貨壓力及財務風險。
Studies on marketing strategies have predominantly focused on fields including the innovation, internet, leisure and tourism transportation, sports, financial, and medical industries, yet few have discussed marketing strategies for real estates. The present study adopts Kotler’s（2000） marketing strategy development model, dividing the marketing strategies of real estates into product positioning, sales timing, sales approach, and pricing strategy to identify factors that affect construction companies’ marketing strategies for promoting construction projects. The sales rate is used to evaluate the effectiveness of marketing strategies. The study provides recommendations regarding suitable marketing strategies in each stage of a new construction project for increasing returns and reducing risks posed to construction companies.
This study discusses the return on and risks of product positioning from the perspective of main floor area（i.e., the floor area used for most properties in a project） and the disparity of floor areas; explores the sales timings and approaches for construction projects according to construction companies’ choice regarding whether to sell properties off-plan or on-plan and whether to sell the properties themselves or commission an agency to sell for them; and reveals construction companies’ motivation to reduce property price through the causal relationship between the sales rate and discount rate（the percentage at which the companies are willing to discount their price）. According to the empirical results, the main factors affecting the product positioning are the characteristics of construction projects and their locations, whereas economic conditions and the characteristics of construction companies are not the main factors. Additionally, housing market conditions as well as the characteristics and financial planning of construction companies all affect the sales timing and approaches chosen by the construction companies. Regarding pricing strategies, according to the vector error correction model analysis, the sales rate and discount rate have deviated from the long-term equilibrium. The sales rate changes faster than does the discount rate, indicating that the construction companies lower their property price only because of unsatisfactory sale rate, namely involuntary price reduction. According to a cross-sectional data analysis, among factors that affect the discount rate of new construction projects, financial planning is prioritized over the characteristics of real estates. Finally, weighted average sales rate is used to evaluate the effectiveness of marketing strategies. Construction companies which wish to achieve high sales rate should commission an agency to sell their properties; position their products as properties with small and high disparity of floor area; and provide a high discount rate in their pricing strategies.
From the two perspectives of risks and returns, this study proposes the following recommendations for construction companies: A construction company should be attentive to changes in the economic conditions in question when assessing its product positioning strategies; when it is uncertain of the economic conditions, it should adopt a differentiation strategy. Specifically, it should launch projects that encompass properties of medium floor area with medium, high, and low disparity of floor area in suburban or downtown areas to diversify its operational risks. The evaluation of sales timing and approaches reveals that, when economic conditions are promising, a construction company should maximize its profits by focusing on its returns and the optimal sales ratio between off-plan properties, structures, and newly built properties. When the housing market is in decline, a construction company should commission an agency to sell its off-plan properties so as to transfer marketing risks to the agency and customers. For pricing strategies, if the sales rate growth of a new construction project stagnates, the construction company should actively reduce property prices to increase the sales rate and thus to reduce the inventory pressure and financial risks.
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描述 博士
國立政治大學
地政學系
105257502
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105257502
資料類型 thesis
dc.contributor.advisor 張金鶚zh_TW
dc.contributor.advisor Chang, Chin-Ohen_US
dc.contributor.author (Authors) 李尚華zh_TW
dc.contributor.author (Authors) Lee, Shang-Huaen_US
dc.creator (作者) 李尚華zh_TW
dc.creator (作者) Lee, Shang-Huaen_US
dc.date (日期) 2020en_US
dc.date.accessioned 2-Mar-2020 11:22:57 (UTC+8)-
dc.date.available 2-Mar-2020 11:22:57 (UTC+8)-
dc.date.issued (上傳時間) 2-Mar-2020 11:22:57 (UTC+8)-
dc.identifier (Other Identifiers) G0105257502en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128908-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 地政學系zh_TW
dc.description (描述) 105257502zh_TW
dc.description.abstract (摘要) 過去行銷策略研究以創新與網路產業、遊憩觀光運輸產業、運動產業、金融及醫療產業等領域為主流，較少焦點不動產行銷策略討論。本文引用Kotler （2000）行銷策略發展模式，將不動產行銷策略區分產品定位、銷售時機方式及價格策略，捕捉建商推案行銷策略因素，並以銷售率評估行銷策略成效。本文貢獻係對建商新推個案各階段行銷策略達到增加報酬及降低風險提出解答及建議。
本研究從主力坪數及面積離散度討論產品定位報酬及風險；從建商選擇以預售屋或成屋銷售，及是否自售或委託代銷銷售探討建案銷售時機與方式；並從銷售率與議價率的因果關係，捕捉建商降價動機。實證結果可知，影響建商產品定位變數以區位特徵及建案特徵為主，景氣時機及建商特徵則非主因；另外，房市景氣、建商財務規劃及建商特徵，都會影響建商銷售時機及方式選擇；在價格策略方面，根據VECM分析，銷售率與議價率偏離長期均衡，銷售率移動速率較快，代表建商因銷售率不佳才降價，非主動降價提升銷售率，而從橫斷面資料實證結果，影響新推個案議價率因素，財務規劃重要性高於不動產特徵；最後，本文以加權平均銷售率評估銷售策略之成效，建商應委託代銷公司銷售、產品定位以小坪數高離散度作主，並在價格策略上給予較大議價空，可得到較佳銷售率。
本文從風險及報酬兩角度對建商推案提出建議：建商產品定位評估應更掌握景氣變化，當對景氣存有疑慮時，規劃市郊區或市中心大基地建案應以「中坪數中高低離散度」市場區隔策略分散經營風險；在銷售時機與方式評估上，景氣向上，建商應以報酬考量，規劃預售屋、結構體及新成屋最佳銷售比例，獲取最大利潤；房市衰退時期，仍應委託代銷公司銷售預售屋，將行銷風險分擔至代銷公司及消費者；在價格策略上，新推個案銷售率遲滯不前時，建商應主動降價增加銷售率，以降低存貨壓力及財務風險。		zh_TW
dc.description.abstract (摘要) Studies on marketing strategies have predominantly focused on fields including the innovation, internet, leisure and tourism transportation, sports, financial, and medical industries, yet few have discussed marketing strategies for real estates. The present study adopts Kotler’s（2000） marketing strategy development model, dividing the marketing strategies of real estates into product positioning, sales timing, sales approach, and pricing strategy to identify factors that affect construction companies’ marketing strategies for promoting construction projects. The sales rate is used to evaluate the effectiveness of marketing strategies. The study provides recommendations regarding suitable marketing strategies in each stage of a new construction project for increasing returns and reducing risks posed to construction companies.
This study discusses the return on and risks of product positioning from the perspective of main floor area（i.e., the floor area used for most properties in a project） and the disparity of floor areas; explores the sales timings and approaches for construction projects according to construction companies’ choice regarding whether to sell properties off-plan or on-plan and whether to sell the properties themselves or commission an agency to sell for them; and reveals construction companies’ motivation to reduce property price through the causal relationship between the sales rate and discount rate（the percentage at which the companies are willing to discount their price）. According to the empirical results, the main factors affecting the product positioning are the characteristics of construction projects and their locations, whereas economic conditions and the characteristics of construction companies are not the main factors. Additionally, housing market conditions as well as the characteristics and financial planning of construction companies all affect the sales timing and approaches chosen by the construction companies. Regarding pricing strategies, according to the vector error correction model analysis, the sales rate and discount rate have deviated from the long-term equilibrium. The sales rate changes faster than does the discount rate, indicating that the construction companies lower their property price only because of unsatisfactory sale rate, namely involuntary price reduction. According to a cross-sectional data analysis, among factors that affect the discount rate of new construction projects, financial planning is prioritized over the characteristics of real estates. Finally, weighted average sales rate is used to evaluate the effectiveness of marketing strategies. Construction companies which wish to achieve high sales rate should commission an agency to sell their properties; position their products as properties with small and high disparity of floor area; and provide a high discount rate in their pricing strategies.
From the two perspectives of risks and returns, this study proposes the following recommendations for construction companies: A construction company should be attentive to changes in the economic conditions in question when assessing its product positioning strategies; when it is uncertain of the economic conditions, it should adopt a differentiation strategy. Specifically, it should launch projects that encompass properties of medium floor area with medium, high, and low disparity of floor area in suburban or downtown areas to diversify its operational risks. The evaluation of sales timing and approaches reveals that, when economic conditions are promising, a construction company should maximize its profits by focusing on its returns and the optimal sales ratio between off-plan properties, structures, and newly built properties. When the housing market is in decline, a construction company should commission an agency to sell its off-plan properties so as to transfer marketing risks to the agency and customers. For pricing strategies, if the sales rate growth of a new construction project stagnates, the construction company should actively reduce property prices to increase the sales rate and thus to reduce the inventory pressure and financial risks.		en_US
dc.description.tableofcontents 目次
謝辭 I
摘要 III
ABSTRACT IV
表次 VIII
圖次 IX
第一章 緒論 1
第一節 研究動機 1
第二節 研究問題及目的 6
第三節 研究方法 9
第四節 研究範圍、名詞定義及研究限制 11
第五節 論文架構 14
第二章 文獻回顧 15
第一節 不動產行銷策略 15
第二節 面積離散度、主力坪數定位及市場區隔類型 17
第三節 建商銷售時機及銷售方式之選擇 21
第四節 不動產價格、議價能力與銷售率之關係 23
第五節 小結 26
第三章 建商新推個案產品定位分析—從主力坪數及面積離散度觀點探討 29
第一節 前言 29
第二節 產品定位投資組合理論及產品定位策略之建構 33
第三節 資料說明及研究設計 38
第四節 實證分析及討論 50
第五節 小結 60
第四章 建商銷售時機及銷售方式之選擇 63
第一節 前言 63
第二節 銷售時機及銷售方式理論建構 67
第三節 資料說明及研究設計 70
第四節 實證分析與討論 76
第五節 小結 82
第五章 建商降價動機為何？—讓利說 VS. 銷售說？ 85
第一節 前言 85
第二節 資料說明及研究設計 89
第三節 實證分析與討論 99
第四節 小結 108
第六章 影響建商新推個案銷售率之行銷策略分析 109
第一節 資料說明及研究設計 109
第二節 實證分析與討論 122
第三節 小結 128
第七章 結論及建議 129
第一節 結論 129
第二節 對建商行銷策略之建議 132
參考文獻 135		zh_TW
dc.format.extent 3396974 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105257502en_US
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) 產品定位zh_TW
dc.subject (關鍵詞) 銷售時機與方式zh_TW
dc.subject (關鍵詞) 價格策略zh_TW
dc.subject (關鍵詞) 銷售率zh_TW
dc.subject (關鍵詞) Marketing strategiesen_US
dc.subject (關鍵詞) Product positioningen_US
dc.subject (關鍵詞) Sale timing and approachen_US
dc.subject (關鍵詞) Pricing strategyen_US
dc.subject (關鍵詞) Sales rateen_US
dc.title (題名) 建商推案行銷策略之研究 —產品定位、銷售時機方式、降價動機及銷售率影響之分析zh_TW
dc.title (題名) Marketing Strategies for Real Estate Developers in Launching Projects： An Analysis of Product Positioning, Marketing Options, Reducing Prices Motivations and the Effects of Sales Rate.en_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202000156en_US