| Summary: | 碩士 === 元智大學 === 經營管理碩士在職專班 === 99 === Abstract
As Taiwan''s economic development, production and construction business, have experienced the most glorious era, and witnessed the rise and fall of circulation more than twenty years, since the peak of its 1992 after becoming more and more from the bright plain, and by the global downturn in recent years Effect, making the real estate market is a phenomenon of economic slowdown, the change magnitude of the long duration. Until the end of 2003, the real estate market finally started to warm up in the people''s "have land, you have wealth, "the traditional concept, led to one home production "hedge " under the influence of psychology, together with the land "value added" of the rare surname, Resulting in great fluctuations in real estate prices, just as the leader in the Taipei metropolitan area housing prices, land prices have really been soaring housing consumers want to purchase another breathtaking! It can be performed every month or even more than the new market.
『transaction is the new market! 』, prices again history of innovation, eye-catching now come to television, newspapers, magazines and talk shows related to the media fine, but influence is felt in all of Taiwan''s general feeling of insecurity and injustice;
expectations of house buyers through the buying motives and decision-making mode, and also interviews with related industries such as house buyers, construction companies, asset management consultants, letting agent industry and other related information.
Research on the house buyers and contractors the company as the gap between sales and then push the time to understand their market segment and conducted by the marketing mix in order to establish the time homebuyers in the housing and decision-making based on consideration of factors and Construction Company marketing the use of the relationship between portfolios.
Keywords：STP(Segmentation, Targeting, and Positioning), marketing mix ision-making mode
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