土地潛在最適買方評估方法發展

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Title:	土地潛在最適買方評估方法發展
Other Titles:	Development of a Potential Customer Assessment Method for residential sites in Taiwan
Authors:	葉松軒 Yeh, Sung-shiuan
Contributors:	資訊管理學系陳宗義 Tsung-yi Chen
Keywords:	房屋仲介;建築開發商;市場區隔;購地自建;目標行銷;不動產經紀業 purchasing the land and constructing by himself/ herself;market segmentation;developer;target marketing;Real estate brokerage industry;real estate agent/ house agent
Date:	2012
Issue Date:	2015-01-08 12:01:54 (UTC+8)
Abstract:	在不動產經紀業以尋求最適之交易對象最為耗費資源及時間。全球經濟局勢的變遷，及國內政治與經濟政策的動向，都會影響不動產的交易與投資意願，減少搜尋買方的時間與集中行銷資源運用，可減少交易成本，快速締結交易。　　　本研究將不動產市場區分為「購地自建」與「建築開發商」。分別由其習慣、喜好特性建立一分群篩選機制，以將可用資源運用於適合之消費族群。本研究提出之方法，是以土地的產品定位出發，預設目標市場，藉由市場區隔，針對目標客戶提出行銷組合，並兼顧交易安全與適法性，面對時間與成本最小化的前提之下，運用市場資訊與建築開發商之投資習性，以開發一符合搜尋土地最佳買方之方法。　　　最後，依研究架構編成問卷，經年資皆逾十年之不動產業界專家進行施測。以AHP進行統計分析驗證，本研究所提方法之可行性，顯示本研究在交易安全控管、行銷策略的運用，及行銷成本的節縮透過AHP評估印證確實有顯著效益。　　In the real estate brokerage industry, what consumes the most resources and time is in seeking the optimal transaction object. Real estate transactions and investment interests are influenced by changes in the global economic situations and by policy trends in domestic politics and economy. To shorten the time in search for the optimal buyer and to incorporate the use of marketing resources, transaction cost can be reduced, and a transaction can be completed in less time. 　　　The research divided the real estate market into “purchasing the land and constructing by himself/ herself” group and “developer” group. A grouping and screening mechanism was established according to each group's habits and preferences in order to apply usable resources in an appropriate consumer group. The method proposed by this research was to start from the land’s product orientation to pre-set the target market, and by means of market segmentation to aim at the target client to put forward marketing combinations, and look after both transaction security and legitimacy. With the prerequisite of time and cost minimization, the research make use of the market information and developer’s investment habits to develop a method that accorded with searching the land’s optimal buyer. 　　　A survey was compiled according to the research framework and measured by experts with over 10 years of experiences in the real estate industry. Using AHP to calculate,analyze and verify the feasibility of the methods proposed by this research, significant benefits were found in the control of transaction security, the application of marketing strategy,and the reduction of marketing cost.
Appears in Collections:	[Department of Information Management] Disserations and Theses

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