建築營造業之市場行銷及競爭策略探討：以台灣營造廠商為例

Abstract

建築營造業是一項非常傳統的產業，其屬於技術人力及資本相當密集的產業，同時受市場環境及經濟景氣的影響也相當敏感。通常營造業的個案進行時每一個專案的內容都是不同的，其隨地理區域的特性、物料的來源供給、營造廠的家數及工程內容條件不同，會對其行銷策略的訂定調整及執行成本工期和利潤的高低形成不同的考量。另外產業環境的了解、市場變化及競爭的因應、政府法規的限制等，也是營造業者在其營運及業務推廣過程中非常重要的課題。因此本論文希望針對產業中不同因素的解析，同時利用國內一成功廠商的個案為例，為營造廠的行銷及競爭策略提供一個可行的範例。 本論文從營造產業的環境了解為起點，由於營造業的產品種類相當多，本論文僅就建築營造業的範籌進行研究。由產業環境中的市場的供給需求狀況，進而了解其競爭況狀，另外介紹產業中政府法規的內容及限制。在潤弘精密工程事業股份有限公司的事業經營模式中，探討其公司在面對市場競爭及不同困難中，如何利用組織、行銷及競爭策略的加以因應。其中相當重要的部份是組織整合策略的運用，以管理及組織功能的整合，達到競爭優勢的目的。另外在傳統產業中強調技術研發創新的差異化，培養其不易超越的核心競爭力，也是潤弘最重要的策略之一。其它配合資訊技術的應用及企業資源規劃的導入，使其公司的管理更具效率。同時因應市場風險的成本管理，多面向的品牌行銷策略，和客戶服務及關係管理，也是其在營造產業中可以成功並創造可觀利潤的重要理由。藉由這個個案的探討也可以為營造業者甚至類似傳統產業提供一個很好的參考。

Building constrction is a very conventional business, also a technic and capital intensive business. It is sensitive to market and economic environment. Since each project is different, the considerations for marketing strategy, executive cost and period, profit will be different according to geographic characteristics, material supply, number of firms and engineering conditions. Besides, understanding of the business environment, market variations, regulation restrictions are important factors for construction business operation and promotion. The thesis points out the different factors for the business, also provides an example for marketing and competitive strategies by introducing a successful construction firm in Taiwan. This thesis starts from understanding of construction business environment. Due to too many products in construction business, the topic of this thesis only limits in building construction field. It is from analyzing market supply and demand, and moves to realize competitive conditions. The government regulations and restrictions are also discussed. The business operation models of the case, Ruentex Construciton and Engineering Company, is introduced and discussed for the organization, marketing and competitive strategies to deal with the market competitions and difficulties. The most important part is how to use the organizational functions and management integration to maintain the competitive advantanges. The defferetiation due to the core competency formed by technical innovation is also the important strategy for Ruentex. Ruentex makes the management more efficient by adopting the application of IT technics and Enterprise Resource Planning. In addition, the cose risk management, branding strategies and customer services and relationship management are the crucial reasons for the success of this company. This case study could provide a good reference for construction or similar conventional business.