建商行銷策略之研究︰以JS建設公司為例

Abstract

本國房地產近年來受政府政策及全球經景氣低迷影響，建商面臨經營環境嚴竣困境，面對此市場劇變各企業無不兢兢業業面對，行銷面向因長期採取外包模式，以致多數建商未能累積行銷技術與經驗而難以突破品牌瓶頸，本研究將從品牌、行銷相關發展理論、房地產代銷實務等面向，針對房地產產品行銷模式進行整理，在理論與實務之間進行探討。 在全球經濟因多元通路、網路媒體的蓬勃發展而產生巨大變化之際，行銷發展也迅速進入行銷4.0、消費升級、消費者參與生產等議題，行銷手法不斷因應市場變化推陳出新，反觀本國房地產業行銷手法仍受限在傳統廣告思維，建商品牌建立仍委由代銷公司進行包裝，建商自身普遍缺乏品牌行銷策略，對網路行銷則停留在官網建制、FB粉絲團的刻板印象，難以創造品牌知名度，新創建商面對競爭，建立品牌辨識及消費者認同更形不易。 本研究個案JS建設為AA建設機構所成立子公司，以JS建設在新北市板橋區江翠北側重劃區的基地推案為例，將本國房地產行銷現況、行銷發展趨勢、區域市場競爭態勢進行整理探索，探討JS建設在母公司品牌框架下，如何定義自我文化、建立JS品牌，以及新創公司面對強勢代銷公司如何突破商業模式限制，成功運用數位行銷、內容行銷，整合實體行銷逆勢創造銷售佳績，藉由探討此一品牌行銷、數位行銷、內容行銷在房地產實務操作案例，提供業界作為品牌建構及行銷實務參考。

Due to Government rules and global economic impact, real estate industry in Taiwan is facing the challenge of changes. In Marketing strategy, it has been in out-sourcing model for a long time and most real estate companies have not build marketing know-how and experiences then can’t break through the bottleneck of branding. This study is to explore the theories and practices of real estate product marketing from perspectives of branding, marketing related development and theories, agent sales practices. The globe economic has dramatic change because of multiple channels and internet media. Meanwhile, Marketing is moving toward the issues of Marketing 4.0, consumption upgrade and consumer involvement. Marketing campaigns change rapidly. On the other hand, local real estate industry is lack of brand strategy. The stereo type of “internet marketing” is official website and Fan Pages on Facebook and it’s difficult to create the branding awareness. The new venture company is even difficult to build brand differentiation and recognition when facing competitions. The research is JS real estate company, which is the subsidiary of AA institute. Taking JS’s case in Bǎnqiáo urban area as an example, this is to analyze and discuss current status of local real estate industry, marketing trend and marketing competition analysis of the identified area. This is to understand how JS to define self-culture, building branding within the frame of mother-company. And a new-venture company how to break through the limitation of business model and successfully using digital marketing, content marketing and integrate the off-line marketing to bring a big-win. Hope this can provide some insights of brand building and marketing practices through exploring the case of real estate on brand marketing, digital marketing and content marketing.