建設公司數位行銷策略之探討 －以C公司為例

Abstract

在數位化浪潮席捲各行各業之際，數位行銷已成為企業維持競爭力與邁向永續發展的關鍵。台灣房地產建設業長期受到土地稀缺、原物料成本上升、國際情勢變動與政策干預等因素影響，整體經營環境日益嚴峻。相較於建物銷售，前期的土地整合更具挑戰性，然而現有研究對於如何在數位行銷中納入地主關係經營的探討相對有限。 本研究以數位行銷布局尚處初期階段的C建設公司公司作為個案，透過質性個案研究法，結合五力分析、行銷4P與5A理論，以及企業SWOT分析，探討其數位行銷策略及發展方向。最後歸納總結，提出具有實務價值之觀點及建議，期能提供業界在規劃數位轉型行銷時作為參考。

With the trend of rapid digitalization development across all industries, digital marketing has emerged as a critical strategy for firms to maintain sustainable competitiveness. As Taiwan's real estate development industry continues to encounter challenges such as land scarcity, rising construction costs, and regulatory interventions, all of which create a highly complex and challenging business environment. Compared to property sales, land consolidation—an essential prerequisite to real estate development—represents one of the greatest challenges in this industry. Nevertheless, there has been limited research exploring the adoption of digital marketing strategies in landowner relationship management. This study investigates the case of Company C, a construction company which is still in the early stage of developing digital marketing. Employing a qualitative case study approach, the current research applies Porter’s Five Forces framework, the 4P and 5A marketing models, and SWOT analysis to examine its development of digital marketing strategies. Results, implications, and future research directions are then discussed.