Title page for etd-0807115-181557

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URN etd-0807115-181557
Author Shih-lei Chen
Author's Email Address No Public.
Statistics This thesis had been viewed 5632 times. Download 1977 times.
Department EMBA
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Integrated Marketing Communication Strategy of Real Estate Industry in Taiwan
Date of Defense 2015-06-12
Page Count 190
  • benchmarking
  • marketing strategy
  • integrated marketing communications
  • target marketing
  • marketing theory
  • marketing mix
  • Abstract In Chinese, "have land is wealth," "persistent perseverance" deep-seated traditional concept, real estate is not just shelter, settle down and living space, at the same time as Soka value-added purchase hedge and investment goods; in Taiwan economic development real estate always plays an important role as a locomotive, but also other related industries to flourish. In past real estate industry who, by attention of is location, and products and the price, is often ignored bide┬Ědulake (Peter f. Drucker) by said: enterprise of nature is "marketing and innovation", so-called "marketing", is analysis and select customer needs, then through "innovation" of practices be meet, so use target marketing STP theory, highlights and competitors of differences of, reached "completely sales" of target, then reached Yong continued business of purpose, Real serious consideration of one of the big issues is the current operators.

    In this study, Taiwan's real estate industry in response to changes in the market environment, and traditional marketing theory production oriented 4Ps and consumption-oriented of the 4Cs, and IMC (integrated marketing communications,IMC) correspond to each other, the study found that innovative marketing strategies can be expanded application of marketing theory in the field of real estate, construction of superior marketing strategies. This study used case studies, explore residential real estate marketing case examples found marketing success factors improving the added value of products, so that residential real estate construction and enhance its competitive advantage, can reach all pin zero inventory, thought the basis for sustainable development.
    Research found integration marketing spread in industry has line of years, but in real estate industry, user is less but rare of is has national has four home using integration marketing spread of standard Rod learning enterprise, created out has market sex of products, tie good of integration marketing spread marketing strategy, reached marketing resources of effective using, in many isomorphism type commodity in the get consumers favored has long-term competition advantage, reached enterprise of Yong continued business. Research to build a perfect residential real estate marketing strategy, providing academic research of theory and practice, reflection and reference.
    Advisory Committee
  • Iuan-Yuan, Lu - chair
  • Hsien-tang, Tsai - co-chair
  • Tsuang -Yi, Kuo - co-chair
  • Hsien-tang, Tsai - advisor
  • Files
  • etd-0807115-181557.pdf
  • indicate access worldwide
    Date of Submission 2015-09-08

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