都會區高價房地產市場與產品之研究

Abstract

近幾年來世界各都會區包括台灣都開始產生豪宅熱的現象。本研究的目的正是為了探討這豪宅熱背後的因素，以便提供有興趣投資豪宅的買主或者是業者更多的資訊。 本論文研究方向，首先對研究的豪宅產品下定義，然後透過市場分析找出豪宅市場上升趨勢的關鍵推動因素，並透過個案研究法，以宏盛帝寶為例，更進ㄧ步探討都會區豪宅的特質以及其關鍵成功因素。本研究透過文獻探討及經由對產業專家們深度訪談收集資料，並透過「魚骨圖分析」、「個案分析」、「房地產產品三個層次分析」分析出5個豪宅熱關鍵推動因素：經濟因素、政治因素、建商、豪宅購買者、社會現象，3項顧客特性:先考慮品質再考慮價格、需要客製化的居住環境、視自己住家為炫耀性產品，4項顧客需求:地點及生活機能、品質與享受、隱私安全、交際應酬，及21個關鍵成功因素：核心產品包括業者細心度、群聚效應(名人)、炫耀性、安全隱私、抗跌性；有形產品包括地點、永續價值、基地條件、完整規劃及公共設施、獨特性、國際化、品牌形象、高級建材及施工、大 居住坪數、高價位、科技化、綠色建築、住戶單純；及附加產品包括售後服務、維修管理及保固。 本研究也發現，採用完整的行銷規劃將會使得交易更加迅速、順暢，而且，成功的土地標案、未來趨勢預測、於正確的時機推出建案及對於環境及市場變化的敏感度均是避免被市場淘汰的好方法!

The demand of luxury property market has increased greatly for the past few years both in the world and in Taiwan. The purpose of this research is to explore possible reasons for this rising trend, and provide insights to new land developers that are looking into further investments in this industry. This research first defines the luxury property, identify key drivers for the rising luxury property trend, identify consumer needs and characteristics, then identify current Taipei luxury property standards and key success factors through case study with Hung Sheng Depo, currently the premier luxury real estate in Taiwan. This exploratory research collects data through news, literature review, and in-depth interviews with industry experts. Using the “fishbone analytical tool”, “case study analysis”, and “levels of a property product model” this research found 5 key drivers for luxury property boom: economy, politics, builder, fashion trend, consumer, 3 consumer characteristics: 1) valuing quality over price, 2) requiring housing customization and 3) treating their house as a conspicuous commodity, and 4 consumer needs: 1) location and amenities, 2) luxury and quality, 3) safety and privacy and 4) social needs. This study also found 21 key success factors: core product- sensitivity, culture, cluster effect and famous residents, conspicuousness, safety and privacy, resist falling prices; actual product- location and permanent value, level ground requirements, perfected overall planning and public facility, unique design and irreplicability, internationalized, brand value, high quality, large unit size, high price, high tech, green-housing, resident simplicity; augmented product- after sale service, management and maintenance, and warrantee. Finally, marketing strategy with detailed planning can help prompt the sales volume, while conducting successful land acquisitions, introducing the product at the right time, forecasting future trends and style, and being aware of environmental changes can prevent you from failure.