小坪數住宅之行銷： 以翔譽國際建設公司之大台北地區熱銷個案為例

Abstract

由於人口結構的改變、平均收入降低、以及消費者教育程度的提升，「低總價、合理單價與高品質的小坪數住宅」成為自住與不動產投資的熱門標的。跟隨此一市場趨勢，翔譽國際建設公司專注於小坪數住宅的開發與行銷已超過十年以上，其公司內部的熱銷個案是十分值得探討與分析的，可藉以了解小坪數住宅特定的行銷策略，包含：市場區隔、目標市場選擇與定位（STP）以及產品、價格、通路、促銷（4P）決策。 本研究所採用的是個案研究法，試圖了解小坪數住宅的主要特性、適用的市場區隔、以及適用的行銷模式。本研究首先回顧了過去的相關文獻、分析房地產市場消費環境與產業，以及比較翔譽國際建設公司在大臺北地區的五個熱銷個案。接著再討論小坪數住宅可能的優劣勢、挑戰與未來發展，最後，本研究提供了一些實務心得與建議，希望能給相關產業的行銷人員、政府單位與學術研究者作為參考。

Due to a gradual change of population composition, decreasing income level, and higher education level of consumers, compact houses with reasonable and affordable prices and high quality become popular target for self-use housing or real estate investment. Following this market trend, the Reputation Construction Company has focused on developing and marketing compact houses for more than ten years. It is worthwhile to explore and analyze hot-selling projects of this company to understand the unique marketing strategies of compact houses including market segmentation, targeting, and positioning (i.e., STP), as well as decisions regarding product, price, place and promotion (i.e., 4P). This study adopts a case study approach to understand the main characteristics of compact houses, their appropriate market segments and suitable marketing models. The literature was first reviewed, and the consumption patterns of the real estate industry were then analyzed, and subsequently five metro-Taipei area hot-selling projects by the Reputation Construction Company were compared and examined. Next, possible strengths and weaknesses as well as future challenges and opportunities of compact houses were also discussed in this study. Finally, practical suggestions were provided for marketers of the real estate industry, government agencies and scholars.