建設公司品牌價值提升策略探討之研究-應用AHP層級分析法

Abstract

在平台經濟及大數據與科技創新的推動下，傳統建設公司的營運和行銷模式已不適應新市場需求，消費者現在擁有更大的市場主導權。建設公司的品牌必須不斷提升以抓住機會並面對挑戰，建設公司品牌的價值不僅影響客戶購屋決策，還能提升個案市場價值。本研究採AHP層級分析法探討建設公司品牌價值提升的策略，經由座談會和專家訪談建議，建立層級結構，並歸納出影響建設公司品牌價值提升的關鍵因素，包括產品與服務品質、技術創新與發展能力、品牌加乘效果、品牌特性與形象、ESG永續發展等五個評估構面及相對應的16項評估關鍵因素，並針對消費者以問卷方式調查，並依權重進行排序，資料分析的結果顯示在16項評估關鍵因素中，消費者最重視的依序是施工品質、售後服務及第三方查驗或認證等三項，在則是客戶評價、推案地點及新科技應用，而消費者最不重視的則是行銷曝光和推案量及名人置產。本研究對建設公司提升品牌價值提出明確的關鍵因素，也提供具體的建議。品牌價值提升是一種相對的意涵，因此本研究認為在這些關鍵因素中，應該要建立相互關聯性，在根據不同分群的特性，依權重排序去關注與執行。 建設公司的品牌價值不僅影響客戶購買房屋的決策，還能顯著的提高建案的市場價格，如何透過提升品牌價值，使建設公司在市場中脫穎而出，進而促進其長期發展，是本研究的動機與目的。

In the wake of the platform economy, big data, and technological innovation, traditional operational and marketing models of construction companies are increasingly misaligned with evolving market demands. Consumers now wield greater market dominance, necessitating that construction company brands continually elevate themselves to seize opportunities and confront challenges. The value of a construction company's brand not only sways clients' home-buying decisions but also enhances the market value of individual projects. This study employs the Analytic Hierarchy Process (AHP) to explore strategies for augmenting brand value in construction companies. Through panel discussions and expert interviews, a hierarchical structure was developed, identifying key factors influencing the enhancement of brand value. These include five evaluation dimensions: product and service quality, technological innovation and development capability, brand synergy effect, brand characteristics and image, and ESG sustainability, along with 16 corresponding key assessment factors. Using a consumer survey and weighting analysis, the results indicated that among the 16 key assessment factors, consumers prioritize construction quality, after-sales service, and third-party inspections or certifications. This is followed by customer feedback, project location, and the application of new technologies. Conversely, marketing exposure, project volume, and celebrity endorsements are deemed least important by consumers. This study provides clear key factors and concrete recommendations for construction companies aiming to enhance their brand value. Recognizing that brand value elevation is a relative concept, this study suggests establishing interrelationships among these key factors and prioritizing attention and execution based on the characteristics of different market segments. The brand value of a construction company significantly influences home-buying decisions and can markedly elevate project market prices. Thus, understanding how to enhance brand value to stand out in the market and foster long-term development is the motivation and objective of this study.