小型建設公司的定位策略

Abstract

台灣房地產市場經歷五次景氣循環的洗禮後，呈現「大者恆大，強者恆強」的產業競爭趨勢，如何在眾多知名品牌不動產產業者中，發現新創品牌的機會，滿足尚未全部滿足的需求，尤其困難。 此外，受到經濟發展與全球化的影響，不動產業的資金、知識、人才、消費型態等影響因素，都存在難以預料與掌控的變動性，過去十多年的成功經營模式，不代表足以繼續滿足未來的需求。 因此本研究藉由相關理論的文獻探討與個案分析研究，討論新成立的小型建設公司在競爭激烈的產業環境下，如何找到正確的定位策略，掌握未來發展趨勢，發掘並滿足潛在消費者需求，以建立自身的存在意義與價值。

After five bouts of business cycles, Taiwan's real estate market showed a trend of industrial competition such as “The bigger the stronger”. How to find new brand opportunities in many large construction companies and meet the needs that have not yet been fully met is especially difficult. In addition, due to the impact of economic development and globalization, there are unpredictable and controllable changes in the real estate industry such as capital, knowledge, talent and consumption patterns. The successful business model over the past 10 years can’t be met future needs. Therefore, based on the literature review of relevant theories and case study, this study discusses the newly small construction company how to find the correct positioning strategy, grasp the future development trend, explore and meet the potential consumer demand under the competitive industrial environment, and establish their own existence significance and value.