| Summary: | 碩士 === 國立臺灣科技大學 === 財務金融研究所 === 105 === Real estate market plays an important role in Taiwan, which is not only works a
lead but also triggers development of other sectors as well, the sectors are from
wholesale and middleman, such as gravel industry, constructions, to retails, such as
furniture industry, finance industry. From 2003 to 2014, the housing market was an
upward trend in almost a decade, brought to a great boom development. In order to
solve the vicious house rising problem, Taiwan’s government present some solving
policies since 2010.
Taking the brunt of the first industry is Housing-Sales while the downturn real
estate market, sales and the rate of sales turnover decreases, which cause the lower
cost recovery rate or even lose it, the bad performance of case conducting, even goes
to bankruptcy and exit the market. The new housing amount can be hundreds of
billions to trillion dollars, billions of dollars are being spent to marketing. The
performance of each construction selling can be very different, but there’re always
some outstanding cases in this downturn environment and competitive market.
This study found the successful factors of these outstanding cases are the strategy
of segmenting, targeting and positioning, by market analysis of Cathay Fudu case,
which is a presold house program near Taoyuan train station, in collecting references
and depth interview. Base on this study, expecting that have more experts enter into
the research of real estate marketing in multiple orientations, to make the construction
industry provide more efficient product which is customer needs, to avoid wasting
resources, and to get a more efficient marketing profit.
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