A Study of Strategic Marketing of Luxury Estate in Kaohsiung: The Case Study of D Building Project
| Autor: | Fen-Lan Hsu, 許芬蘭 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 When building a luxury mansion, construction company must invest a lot of human power, material, and financial resources. Because of big investment, construction company would analyze this risky mansion-construction. However, the price of luxury mansion is always higher than general house, buyers also collect many information and decide to buy it or not. If buyers think the profitability of mansion-construction could not fit their expectation, they do not decide to finish this transaction. Because of contradiction between construction company and buyers, the difficulty of transaction is higher. This research using case study will propose that how to combine the related theory, like RBV, SWOT, and brand equity to analyze the mansion-construction in Kaohsiung. In other hand, this research suggest that how construction company can make strategy decision and design a serious of promotion activities to fit the exception of buyer. The result of research shows that it is workable to use strategic tool to analyze D mansion-construction, even though the type of D mansion-construction is not only division-type, but also production-type. In the other hand, the development of B mansion-construction would depend on the resource of A construction company. In the further, the success marketing activities of D mansion-construction will benefit A construction company. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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