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博碩士論文 etd-0725114-093531 詳細資訊
Title page for etd-0725114-093531
論文名稱
Title
高雄地區豪宅建案策略行銷之研究-以D建案為例
A Study of Strategic Marketing of Luxury Estate in Kaohsiung: The Case Study of D Building Project
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
68
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-08
繳交日期
Date of Submission
2014-08-25
關鍵字
Keywords
豪宅、資源基礎論、SWOT分析、個案研究、品牌優勢
case study, resource-based view, SWOT, mansion-construction, brand equity
統計
Statistics
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中文摘要
就建商而言,豪宅的興建,需要注入大量人力、物力與財力的投資,整個建造過程中的投資風險極高,若沒有足夠的獲利程度,建商不會願意投資;然而,就購屋者而言,由於豪宅的購入並非為小金額,當在看屋後若有購屋意願,在接下來的評估若沒有符合個人期待的價值與潛力,購屋者是不會願意將大筆資金一次投入在豪宅地產上。從以上的描述就不難了解,建築開發商在推動豪宅建案時,其想法與購屋者是有一段差異的。
此研究以D建案為例,利用個案研究及搭配相關策略議題-資源基礎理論、SWOT分析及品牌權益,來探討高雄市豪宅建案時,建商應如何進行競爭規劃與行銷活動來滿足購屋者的需求。
此研究發現,D建案的類型是界在部門與產品的混合(hybird)型態,過去傳統的策略分析工具還是可行,甚至要在建案規劃前就要提出,才能幫建設公司和購屋者帶來更高的價值;另外,D建案在一開始要依靠著A建設集團的資源來滿足購屋者,然而D建案的成功推動,亦將A建設集團的知名度提昇不少。
Abstract
When building a luxury mansion, construction company must invest a lot of human power, material, and financial resources. Because of big investment, construction company would analyze this risky mansion-construction. However, the price of luxury mansion is always higher than general house, buyers also collect many information and decide to buy it or not. If buyers think the profitability of mansion-construction could not fit their expectation, they do not decide to finish this transaction. Because of contradiction between construction company and buyers, the difficulty of transaction is higher.
This research using case study will propose that how to combine the related theory, like RBV, SWOT, and brand equity to analyze the mansion-construction in Kaohsiung. In other hand, this research suggest that how construction company can make strategy decision and design a serious of promotion activities to fit the exception of buyer.
The result of research shows that it is workable to use strategic tool to analyze D mansion-construction, even though the type of D mansion-construction is not only division-type, but also production-type. In the other hand, the development of B mansion-construction would depend on the resource of A construction company. In the further, the success marketing activities of D mansion-construction will benefit A construction company.
目次 Table of Contents
論文審定書 i
誌 謝 ii
摘 要 iv
Abstract v
目 錄 vi
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 資源基礎觀點 5
第二節 SWOT分析 12
第三節 品牌權益 15
第三章 研究設計 18
第一節 研究方法 18
第二節 研究的進行方式 21
第四章 個案公司分析 23
第一節 A建設集團簡介 23
第二節 外在環境介紹 26
第三節 D建案簡介 29
第四節 資源基礎觀點看A建設集團與D建案 36
第五節 A建設集團與D建案的SWOT分析 37
第六節 D建案的品牌權益 42
第五章 結論與建議 54
第一節 結論 54
第二節 建議 55
參考文獻 56
中文部份 56
英文部份 57
表目錄
表2-1 公司資源的分類 5
表2-2 策略性資源的內涵 6
表2-3 企業資源的類型 7
表2-4  SWOT分析之觀念架構 12
表3-1 證據來源優缺點比較 19
表3-2 研究方法的分類 20
表4-1 歷年得奬作品一覽表 23
表4-2 豪宅型式的演進 29
表4-3 D建案的規格表 31
表4-4 獨立會館樓層的功能說明 34
表4-5 來人執業比例表 35
表4-6 住戶執業比例表 35
表4-7 A建設集團與D建案資源與能力一覽表 36
表4-8 A建設集團的優勢說明 37
表4-9 A建設集團的劣勢說明 38
表4-10 A建設集團的機會說明 38
表4-11 A建設集團的威脅說明 39
表4-12 D建案的優勢說明 39
表4-13 D建案的劣勢說明 40
表4-14 D建案的機會說明 40
表4-15 D建案的威脅說明 41


圖目錄
圖1-1 研究流程 4
圖2-1 行銷與產品能力矩陣圖 8
圖2-2 資源的特徵 9
圖2-3 策略分析架構圖 11
圖2-4 SWOT 分析內涵 13
圖2-5 品牌決定之四大要素 16
圖3-1 研究架構圖 22
圖4-1 D建案的景觀構想說明圖 33
參考文獻 References
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