本研究的目的是要研究行銷策略在台灣房仲業的表現。經由文獻探討與行銷中的4Ps和4Cs之特點來分析台灣房仲業之行銷策略現象，與訪談兩家知名房仲企業的其中各一位店長，來達到此研究的目的。透過比較這兩個訪談的結果，以及找出相同與相異點，本研究希望能找出台灣房仲業對行銷策略的運用。本研究最後提出了有效的建議與方法。

The primary purpose of this research is to study the marketing strategies for the real estate industry in Taiwan. After literature review, the aspects of 4Ps and 4Cs are used as the framework of this study. Qualitative research method is used to generate perception understanding of real estate industry phenomena and the interpretations behind each of them. Two real estate corporates are selected and interviewed with one store manager in each of them. Marketing strategies and directions are found from the interviews; by analyzing the answers through 4Ps and 4Cs. Moreover, recommendations are presented at the last chapter of this study.

CHAPTER 1: RESEARCH MOTIVATION…………...1
Research Overview…………………………………...1
Research Purpose…………………………………..3
CHAPTER 2: REVIEW OF LITERATURE…………...6
Real Estate and Real Estate Agents………………..6
Marketing Strategies………………………………….8
Types of Strategies……………………………………10
Development of Marketing Strategy……………….11
Specific Marketing Strategies……………………….13
Marketing Mix (4P’s)………………………………….15
Factors for 4Ps Decision Making…………………...18
Marketing Mix (4C’s)………………………………….19
CHAPTER 3: RESEARCH METHOD……………….23
Qualitative Research………………………………...23
Research Design…………………………………….24
In-Depth Interview…………………………………….26
In-Depth Interview Respondent Background…….28
CHAPTER 4: REAL ESTATE INDUSTRY ANALYSIS.33
Real Property Definition……………………………….33
Taiwan Real Estate Market…………………………….34
Kaohsiung Real Estate Market……………………...37
Customer Analysis……………………………………..38
CHAPTER 5: RESEARCH FINDINGS & DISCUSSIONS.................................................................40
4Ps & 4Cs Analyses……………………………………40
Research Limitations & Recommendations……...44
References……………………………………………….47

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