A STUDY ON THE MRT EXTENSION REAL ESTATE MARKETING STRATEGY- CASE OF TAIPEI MRT XIAOBITAN STATION JONIT DEVELOPNENT

• Main Authors: Miao-Shan Chen, 陳妙姍
• Other Authors: WO-Chiang Lee
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/28596926147276654785

碩士 === 銘傳大學 === 經濟學系碩士在職專班 === 101 === In recent years, Taiwan''s real estate with the construction of the rapid transit system, as well as the MRT network becomes more perfect, to enhance the accessibility of areas along the traffic, indirectly, to gather people''s livelihood activities and business behavior, in order to stimulate economic development potential of the neighborhood, resulting ina large range along the MRT housing prices than general traffic around the building. With the Taipei MRT to traffic, the MRT convenience and value-added has been breaking down the concept of precision lot, as long as the MRT to place, is a good location, "along the MRT to buy a home to many real estate investors and homebuyers considerations. In this study, I use the strategic marketing (Kotler, 2000) three-step "market segment, pinned target market positioning" (segmentation, targeting, positioning; STP), and McCarthy marketing mix "product, price, promotion, access" (Product, Pricing, Promotion, Placement; hence 4P) of the theory, the Taipei MRT Xiaobitan Extension joint Development "America River City" and its surrounding real estate research, depth interviews and related information via the analysis to explore builders, consignment and Realty industry right Taipei MRT Xiaobitan Extension joint Development "America River City" marketing strategy and marketing mix planning; and further compare the differences between the present case and the surrounding real estate in order to understand the joint development of the MRT construction case and the general case of different construction, as well as Rates depend entirely on whether the lots and traffic convenience. Through this research, I found that: lots of good or bad will not be sold absolute success factors, use of target marketing STP and 4P, good product positioning and marketing strategy is the key. Different consumers have different needs, advantages and disadvantages of the product itself and added value for the price there were also considerable impact. As this case study of "America River City" factors affecting future prices will depend on the management and community shopping centers attached to the operating success. The MRT Xindian main line and branch line of the real estate price gap will vary with fourteen redistricting in the development and completion of the MRT Loop Line and other areas of major construction and narrow.