高端住宅的整合行銷策略—以「華固天鑄」為例

林徹人

doi:10.6342/NTU201601598

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高端住宅的整合行销策略—以「华固天铸」为例

Strategy of Integrated Marketing Communication of luxury housing[Sky Garden of Huaku] as an example

林彻人 , 硕士　　导师：谢明慧　　

繁体中文 DOI： 10.6342/NTU201601598

房地产；高端住宅；整合行销传播；房地产整合行销策略；六大行销机能； Real estate ； High end luxury market ； Strategy of Integrated Marketing ； Communication ； Integrated Marketing Communication on real estate ； 6 marketing function

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摘要 │ 参考文献 (57) │ 国际计量

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In the pass, all the research we have for [strategy of Integrated Marketing Communication] was focus on researching [how we organized] and [different level of organized]. The research which involved testing and experiment for real estate is relatively speaking rare, not to mention about the high end luxury market. 
This research is mainly focus on:
1.	The relation between strategy of Integrated Marketing Communication and real estate.
2.	The real estate environment in the reason years, and how strategy turns the Marketing.
3.	How can we apply strategy of Integrated Marketing Communication on high end luxury market?
4.	Through the research we have done, we discover that; 1. In able to combine Integrated Marketing Communication on real estate, the high levels of supply chain must become usual. 2. The middle part of the supply chain must bond to a complete system. 3. The high end luxury market in Taiwan was created by the fifth cycle of real estate economy. 4. The government also highly involved in high end luxury market. 5. As for high end luxury market, the building team will be as important as with the location. 6. The communication for selling the high end luxury building is very unordinary.
Contribution of this research: have suggestion which target directly to high end luxury market, that for build a foundation of the future goal.

1.	The strategy of Integrated Marketing Communication for high end luxury market can be start from strategy to tactical, which means from industrial supply chain, human organization Integrate to the function of strategy of Integrated Marketing. However in this research we discover yet another fact, and that is systematic view, which play the role between the three critical point above. 
2.	3 key department [marketing department], [planning department] and sales department] along with 6 marketing function [marketing research], [product positioning], [advertisement], [media usage], [selling] and [customer satisfaction] will be the example for the companies to run the case.
3.	So call [double engine] of selling strategy is currently suite for high end luxury market in Taiwan. It solve 4 biggest challenge that the company can face, which include policy, society, demand and supply. Our selling center [NEW GATE] can copy and store successful case in digital way. Have a luxury place digital demonstration, this will become a good foundation and data base for future cases, and this is also good for environment protection, which suite for today’s slogan.

参考文献 ( 57 ) 〈TOP〉

2. 王培廉，2008，「建设公司STP理论之应用研究-以豪宅为例」，元智大学管理研究所硕士学位论文。
连结：
9. 吴怡莹,2009,「豪宅市场购买行为特性之研究」，淡江大学管理科学研究所企业经营硕士在职专班学位论文。
连结：
10. 林彻人，2010，「台北捷运住宅广告行销案研究-以文心移动光城为例」，台湾师范大学设计研究所硕士论文。
连结：
17. 许正贤，2015，「西湖商圈之整合行销传播绩效之研究」，台北教育大学创意产业经营系硕士论文。
连结：
19. 陈世雷，2015，「台湾房地产整合行销传播策略之研究」，国立中山大学管理学院高阶经营硕士论文。
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DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。