臺灣豪華房地產企業之策略轉型研究：從奢華到永續-以中悦建設機構為例

Abstract

聯合國環境規劃署（UNEP）2022年出版的《全球建築及營建現況》指出，建築業的碳排放量及能源消耗量皆分別占全球量體的三分之一以上，因此氣候環境議題是建築產業不可迴避的責任；近年由於政府政的策實施、市場動態變化、及COVID-19的劇烈影響，台灣豪宅建設公司正面臨極大的挑戰。 中悦建設機構是桃園大眾公認的豪宅第一品牌，過去三十年以獨創的古典歐風建築及一系列飯店式管理的建築規劃，獲得客戶高度的肯定與支持，並長年穩居桃園豪宅龍頭開發商的地位，近年來，中悦亦數度躋身台灣十大開發商之列，因此，本研究以中悦機構為例，探討台灣豪華房地產企業的策略轉型，具有相當程度的代表性。 本研究旨在探討中悦建設機構推動從奢華到永續的策略轉型模式，透過文獻回顧，說明豪華房地產、策略管理、策略轉型、及永續奢華房地產等相關詞彙之定義；接著套用理論(PEST架構、波特五力模型、產品定位地圖)進行外部環境分析，找出推動企業策略轉型的關鍵外部環境因素；再透過深度訪談法，瞭解推動轉型的內部動因及企業永續轉型之策略實施；並運用理論模型(VRIO模型、商業模式圖(Business Model Canvas))分析訪談結果，再依據商業模式圖的分析，建立中悦的永續轉型模型；最後作者將予以總結，同時進一步探討豪華房地產企業推動永續轉型過程中面臨之挑戰，並根據研究結果提供相關的建議。

The luxury real estate sector in Taiwan stands at a pivotal juncture because of the macro-environmental changes, and the concept of luxury has transcended mere physical products. This importance is further highlighted by the 2022 Global Status Report for Buildings and Construction, which indicated that the buildings and construction sectors accounted for about one-third of energy consumption and CO2 emissions, respectively. Therefore, luxury developers should now prioritize sustainability and ethical considerations in their decision-making. The thesis aims to analyze the strategic transformation process of luxury real estate enterprises in Taiwan, focusing on the shift from conventional luxury to sustainable luxury exemplified by the Chung-Yuet Group. Through a literature review, definitions of terms such as luxury real estate, strategic transformation, and sustainable luxury real estate are clarified. Next, the external environmental analysis, including PEST analysis, Porter's Five Forces analysis, and the positioning map is applied to identify key external factors driving the strategic transformation. Then, an in-depth interview is employed to explore internal motivations influencing the transformation and implementation of the Group’s strategy packages. Subsequently, VRIO model and Business Model Canvas are applied to analyze interview results. Based on the analysis from the Business Model Canvas, a sustainable transformation model for Chung-Yuet Group is created. Finally, the author concludes and further discusses the challenges luxury real estate enterprises face in promoting sustainable transformation. Practical recommendations based on the research findings are also provided.