A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu
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 ind...
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ndltd-TW-105NTUS53040392019-05-15T23:46:34Z http://ndltd.ncl.edu.tw/handle/jnes6y A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu 房屋代銷公司行銷策略之個案研究-以國泰建設國泰賦都銷售案為例 JEN-CHIH KUO 郭人誌 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. Day-Yang Liu 劉代洋 2017 學位論文 ; thesis 77 zh-TW |
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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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author2 |
Day-Yang Liu |
author_facet |
Day-Yang Liu JEN-CHIH KUO 郭人誌 |
author |
JEN-CHIH KUO 郭人誌 |
spellingShingle |
JEN-CHIH KUO 郭人誌 A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu |
author_sort |
JEN-CHIH KUO |
title |
A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu |
title_short |
A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu |
title_full |
A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu |
title_fullStr |
A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu |
title_full_unstemmed |
A study of Housing-Sales marketing strategy- a case study in Cathay Real Estate Company Sales case Cathay Fudu |
title_sort |
study of housing-sales marketing strategy- a case study in cathay real estate company sales case cathay fudu |
publishDate |
2017 |
url |
http://ndltd.ncl.edu.tw/handle/jnes6y |
work_keys_str_mv |
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