Investigating the Shaping of Brand by Information Disclosure in Market, Quality, and Service Aspects—A Case of a Construction Corporation

[[abstract]]環境開放及科技進步的快速變化，台灣建設業受自由化與國際化的變遷，使整體不動產產業的營運及組織，充滿轉機與危機。除了景氣及政策影響外，建設業者也期望能夠經營品牌，永續經營。所謂品牌係一個提供功能性利益的商品，加上一種足以讓消費者採取購買行為而帶來滿足感、價值感及信賴感，它帶來消費者身分地位之象徵。而對於建設產業來說，經營不動產品牌，必須長期投入許多有形與無形的心力。 本研究以上市公司順天建設為研究對象，採取質性研究法，資料收集來自房地產公司之高階經營者的訪談及實地觀察來蒐集資料，探討順天建設如何透過市場面、品質面及服務面，釋放出各種訊息，降低消費者的不確定性及資訊的不對稱。透過訊號理論本研究整理順天建設如何透過各種信息以形塑其品牌，並為公司創造利潤，進而建立品牌價值。[[abstract]]Due to the opened-market and technology growth, the construction industry in Taiwan became freeing and internationalizing, causing more opportunities and crises in the operation and organizations of real estate industry. Besides, construction traders expect to engage in running own brand to achieve sustainable operation. Brand is not only a good to provide functional profit, but also to make consumers taking purchasing behavior with sense of satisfaction, value-worth and trust, it brings consumers feeling value-added of their status. However, it has to invest direct and indirect cost for a long time to operate a real estate brand in construction industry. This research is a case study about Sweeten Construction Co. with qualitative research method, and the database collected by the interview with operators in Real Estate Company and field observation, then investigated how Sweeten Construction Co. could reduce consumer uncertainty and information asymmetry by market-side, quality and service. This study collated data about how Sweeten Construction Co. founded own brand via different messages and made more profit then established the brand value by Signal Theory.[[note]]碩