建商不動產表價與議價策略之探討－景氣時機、個案區位、及建商類型分析

Asking Price and Discount Rate Strategies of Real Estate Developers-An Analysis of Timing, Location, and Developer Type

10.6656/MR.2007.26.3.CHI.47

鄒欣樺(Shin-Hua Tsou)；張金鶚(Chin-Oh Chang)；花敬群(Ching-Chun Hua)

建商行爲 ； 訂價策略 ； 市場追隨訂價策略 ； 市場區隔訂價策略 ； Real Estate Developer ； Asking Price ； Discount Rate ； Pricing Strategy

管理評論

26卷3期（2007 / 07 / 01）

47 - 69

繁體中文

一般產品常以表價高低或價格折扣策略作爲對外促銷手法，房地產市場議價策略普遍存在，但議價空間爲內在未知。過去研究以中古屋賣方訂價爲主，且將議價空間視爲因變數，對建商訂價與議價空間之相互關連性與策略應用的討論較爲不足。本文運用3SLS聯立模型發現表價與議價空間影響因果爲正向，每坪表價、議價空間率調升1%，議價空間率、表價每坪會調升0.27%及5.5萬元。國內尚缺乏建商表價與議價策略討論專文，本文將表價與議價策略分爲兩階段論述，並以二項式logistic模型討論建商表價與議價策略。建商較少採用價格區隔策略，與近代行銷理念趨向消費者區隔取向不同，在房地產實行市場區隔訂價策略是否能降低風險或提升報酬，則有待進一步研究。主流產品競爭對象多，會以高表價作出區隔，以高議價空間來減低交易失敗率；流動性高市場則傾向榨取訂價以獲得更多利潤。

Developers often use asking price and discount rate as their strategies of promoting products. Previous literatures, however, mainly focus on the relationship of asking price and discount rate of existing houses sold by homeowners or brokers, but lack of the new houses sold by developers. We first using 3SLS model find that there is a positive effects between asking price and discount rate, the increase of 10,000 NTD per ping of asking prices raises 0.27% of discount rate; the increase of 1% of discount rate brings up 55,000 NTD per ping. Next, we use binomial logistic model to analyze developers' asking price and discount rate strategies by regarding them as two-steps decision makings. The finding is developers still prefer going rate pricing as their marketing approach. The effectiveness of segmented pricing to reduce risk or raise return needs to be tested in the future. Third, due to high competitiveness of main stream products, developers intend to take high asking prices and discount rates to increase the probability of transaction. Last but not least, developers affected by macro-factors in a high liquidity period like to take skimming pricing strategy to grab more profits.

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