| Summary: | 碩士 === 國立政治大學 === 地政學系碩士在職專班 === 103 === During the years 2004 to 2013, the pre-sale house prices, In Taipei City and New Taipei City, have risen by 134% and 188% respectively. At the same period, the real estate advertising expends about 4-7 billion dollars per year. Domestic real estate prices high are prompted from real estate marketing strategy, or changes in the overall economic? In our study, Kotler`s advertising strategy 5M mode and the hedonic price model for theory based, by the time series Vector Autoregressive (VAR) model of Granger causality analysis, and the multiple regression model analysis to explore the amount of advertising, media patterns, overall economic and other variables, is associated with the pre-sale house prices.
The empirical results through progressively multiple regression models, in con-sideration of the business cycle variables, In Taipei city, each spend 1 million dollars advertising expenses make pre-sale house prices to 1500 dollars high. In new Taipei city, each spends 1 million dollars advertising expenses will make pre-sale house prices around 600 dollars. But in the down-cycle the amount of advertising is limited relatively on the pre-sale prices of the house.
In addition, through the Granger causality analysis results, the price effects ranking in the different media pattern-amount of advertising as follows: the first ranking is the media pattern of broadcast, the second one drop in the media pat-tern of magazines, the third one show in point of purchase advertising（POP）, finally, the last one dip into newspapers and cable TV and so on. On the house price-media relationship our study makes different results with real world market. In the past, the real estate marketing agency, they use the media allocation more in newspapers, but our study show the amount of advertising more in broadcast. The price effect of media pattern can be referred by the real estate marketing agency industry.
|
|---|
