高單價住宅之行銷組合和消費者行為分析與價格策略：以YS個案為例

Abstract

本研究旨在探討房地產市場中，建商針對高單價住宅所採取之行銷組合策略，及其對消費者購買決策歷程之影響。在高單價住宅市場中，消費者往往呈現「高涉入、高風險」之複雜購買行為，故品牌權益、產品特徵與心理誘發策略之整合顯得至關重要。 本研究採定性研究法中之多案例研究法（Multiple Case Study），選取 YS 建設於新北市板橋區與三重區之三個代表性建案（YS 卓閱、YS 府中心、YS 青水居）作為研究對象。透過對行銷結案報告、實價登錄數據及客戶資料之二次數據分析，落實多重文件之三角檢驗，以深入剖析不同市場脈絡下之行銷邏輯。 研究發現：一、品牌權益在高單價市場具備顯著之信號效果，能有效降低消費者的知覺風險；二、定價策略需考量地段稀缺性與產品獨特性，並呈現邊際價格遞增之數量溢價現象；三、行銷溝通需針對 AIDA 心理模型各階段進行精準導引，特別是在「慾望」與「行動」階段，服務信任尤是轉化之關鍵；四、跨區域策略需具備在地化適應性，板橋核心區偏重身份地位之彰顯，而三重區則側重於生活機能與價格敏感度之平衡。 最後，本研究根據實證分析結果，對房地產開發商與代銷從業人員提出實務建議，以期在高涉入產品市場中建立長效之競爭優勢。

This research explores the marketing mix strategies adopted by developers for high-end residential properties and their impact on the Consumer Decision Process （CDP）. In the high-end housing market, consumers typically exhibit "complex buying behavior" characterized by high involvement and perceived risk. Therefore, the integration of brand equity, physical product attributes, and psychological induction strategies is crucial. This study employs a multiple case study method within the framework of qualitative research, selecting three representative projects by YS Construction in the Banqiao and Sanchong districts of New Taipei City: YS Zhuoyue, YS Fuzhongxin, and YS Qingshuiju. Through secondary data analysis of marketing closing reports, real price registration data, and customer profiles, a triangulation of multiple documents was conducted to deeply analyze the marketing logic across different market contexts. The research findings indicate that: 1. Brand equity serves as a significant signaling mechanism in the high-end market, effectively reducing consumers' perceived risks. 2. Pricing strategies must account for location scarcity and product uniqueness, exhibiting a "quantity premium" phenomenon characterized by increasing marginal prices. 3. Marketing communication requires precise guidance through each stage of the AIDA model. Particularly in the "Desire" and "Action" stages, physical specifications and service trust are key drivers for conversion. 4. Cross-regional strategies must possess localized adaptability; the core area of Banqiao emphasizes the manifestation of social status, while the Sanchong area balances functional convenience with price sensitivity. Finally, based on the empirical results, this study provides practical recommendations for real estate developers and marketing agencies to establish long-term competitive advantages in high-involvement product markets.