Construction and real estate are undergoing significant impact due to depression nowadays, such as, too many housing provided, the environment is influenced by the economics as a whole, attitude of consumer tends to become conservative, financial bank's strictness, and impacts resulted from joining WTO. All these impacts cause architecture to face a significant challenge, survival.
A strategy to locate living products is to concern the main element, target market.(2001) mentions about choosing one or several market segment as the target market. Then to focus on these market segments in order to gain more advantageous and competitive status. Thus, this research first discuss and analyze the relationship of living supply and demand in Kaohsiung area, second, to understand the situation of architecture company's future. Based on this research, There is a significant decreasing number of living supply in Kaohsiung area. Since 1993, the living supply was 29,809 and 2002 was 3929. On the other hand, in the target market, a research of population density 2002 by Kaohsiung city government, the number of living houses increased to 6642, due to structure problems of target market, therefore, problems cannot be discussed fully. Researchers discovered two points from Kaoshiung population structure that contribute to architecture field as a reference. First, There are 10775 married couples in recent five years. Second, Statistics shows the number of family structure tends to decrease. In ten years, one person (124.8%), two people (93.8%), three people (60.1%), five (-27.7%), six to nice (-32.6%) and more than ten (-52.6%). Most young married couples wish to live independently. Primarily, new married people need a house for two people. Researchers. There is a co-relation between the numbers of married couples, households and total population, and the increased number of living registered permanent residence.
Kaoshiung Ne-Wei Bei culture community is a multiple functional community for living, business, art, and leisure. Producers anticipate taking the advantages of Ne-Wei Bei's better living environment to attract buyers, to stimulate buying desire. Hoping to create a unique product positioning, and to open up a new market.
This research uses Inductive Method as a way to critique and to suggest. Using surveys as interview outline, and adopt in-depth, open-ended interview to make result inductive analysis, also use Cross-case Analysis to make analysis comparing. Collecting relative thesis, newspapers' and periodicals' relative reports, statistics data, interview records…etc. Then, categorize and conclude the contents.
This research has bellowing conclusion:
1. Positioning target market tends to be opposite sided:
(a.) The target market for the first time buyers is more easily controlled. In terms of living product positioning, the buyers needs are simpler; therefore producers can clearly draw the line on product positioning.
(b.) Because of locations, companies' brand, market monopolizing, product positioning uniqueness, large level ground (about 70~180), better locations and environment, high living standard as a goal. Clearly define this kind of market targets the people who has higher economic ability to buy higher standard of living.
2. Three main Product Attributes:
(a) Most producers adopt buildings that are below 14 floors as apartment products, in order to achieve the biggest construction volume, but lower building fund, shorter period of time to build, and that the fund can be quickly recover.
(b) A part of producers create higher buildings (more then 15F) to achieve living product positioning uniqueness. Therefore, the product building space ratio is low, and the space between buildings can be wider. The garden area can be larger, and the living privacy is more secure; obeying the local building code request but also create a street unity. Better view can utilize a local environment uniqueness to distinguish from er constructing period, and slower fund recovery. So far, there is only E Company established which have the advantage of good reputation to build high quality housing. It uses its product difference and market segment as the target market to create a competitive advantage.
(c) Using single houses to distinguish market. Due to the decline price of land contribute to market benefit, shorter working period (six to eight months), lower risk, and fast investment recovery.
3. Lower anticipation changes product-positioning strategy: Producers expect this area to be the future high quality living community in Kaohsiung, three elements below are the causes.
(a) Government opens up this area slowly causes the increase producer's capital, and decrease the benefit.
(b) The decreasing price of land allows new buyers to have easier access, more diverse products.
(c) Due to depression in recent three years, high value living product is more difficult to sell and to benefit from it.
To those producers who have entered or will enter this area must aware of the change of local living market. Based on the advantage of the producer's company to assure the proper living product positioning operation. Meanwhile, this area has the advantages and benefit points. However, the producers have the same point of view that the living product positioning of this area tends to become a high quality living.