M型社會對房地產推案產品定位的關聯性 〈以竹北2期、3期集合式大樓住宅為例〉

Abstract

民國88年，許多事件使得台灣經濟開始走向低迷。93年政府釋出利多，導致94年房市熱絡。在互相競爭推案後，建商發現需要重新思考推案模式。 從主計處統計資料分析，台灣已走向大前研ㄧ所謂的M型社會。因為M型社會的影響，台灣人的消費行為也逐漸在改變。 從住展雜誌的推案分析發現，建案之大坪數有逐年增加的趨勢，中間坪數逐年減少。為了了解這種變化和產品定位之四大變因〈滿足利益、土地取得、客戶需求、目標市場〉的關連性為何，因此對建商做深度訪談。 經過分析後，發現： 1. 台灣M型社會的趨勢逐漸明顯，貧富差距拉大，並有越來越嚴重的 情形。 2. 竹北2、3期集合式大樓住宅推案坪數在2004-2008年間有大坪數和 小坪數變多、中間坪數下降的情況，其中大坪數產品更是急遽地 增加。 3.由於房地產推案產品定位的滿足利益、土地取得、目標市場、客戶 需求，正符合M型社會的需求，造成竹北2、3期推案的坪數變化。

In 1999, many of the events made Taiwan's economy sluggish .Because the government announced many new policies in 2004, the housing market heated up in 2005.After serious competition, many construction companies found they must reconsider the promotion strategies for their cases. Statistics from DGBAS shows that Taiwan has become an M-shaped society as defined by Kenichi Omae,.Because of this Taiwanese consumption behavior has changed. To explore the possible impact of this trend to the construction companies interviews with their sales people are conducted.with consideration of four factors: profit incentive of construction company, acquisition of land, customer needs and target market. . This study gets the following conclusions: . 1. It is obvious that Taiwan society was following the “M- shape” trend and the difference between the rich and the poor was wide and getting worse. 2. In the sample period, the numbers of big and small units of the multi-unit residential buildings in Jubei city were both growing, while the number of mid-sized unit was decreasing. In particular, the large-unit products were growing rapidly. 3. The changes on product size of the new housing project launched in Jubei City, were caused by 5 factors: profitability, land acquisition, consumer requirement, target segment, and the influence of M-sharp society.