A Study on the Positioning & Marketing Strategy of a Residential Building Developer-From a Project in Taichung City
| Autor: | JUI-FENG CHANG, 張瑞鳳 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 The real estate is the leading industry in economic development. According to the experience of past fifty years in Taiwan''s economic development, if the real estate prospers, it will bring up peripheral industrials to follow. The purpose of this study: To assist consumers choose their ideal house by knowing any public information and the positioning & marketing strategy of housing developers in Taichung residential market. Results of the study are as follows: Not all construction developers who have good reputation are only sales-oriented. There are some exceptions. Good developers do not launch their new projects quickly even if they have good sales of previous projects; vice versa, those who launch their new projects quickly are not necessarily the most of their transactions. Treasure Dragon Corporation is the only developer launching any project as boutique, but in fair price. Therefore, every project is hot demand. The study will focus on this case. The success of any project is not only because of its good location, nor the good brand image and market reputation of the construction developer, etc. These are factors for consumer to select their finest house before they buy. A good construction developer values his brand reputation more than pursuit of profit. Key word: Positioning of construction developers, Marketing strategy, Selling of construction project. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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