The Study of Construction Company Strategic Transformation Under Government House Control Policy- A Study of Changer Construction Co.,Ltd.

2010年前，台灣經濟蓬勃發展而帶動了房地產業興盛，台灣房地產在市場上的價格不斷攀升，導致社會普遍關注，為了防止房地產業泡沫化、抑制高房價，政府單位採取了一連串的打房政策，期望這些措施能夠平穩市場上的價格、緩和房價上漲趨勢。政府相關單位在2011年後積極推出因應政策，例如實施課徵奢侈稅、房價實價登錄等等，願房地產業能夠朝著明朗、有條不紊的方向前進。實施這些政策必定會嚴重衝擊到房地產業，房地產業正在經歷嚴格考驗，面對重重困境，建設公司應該如何進行轉型？不動產開發商業同業公會又應該扮演什麼樣的角色？ 本研究欲透過文獻分析與市場資料，探討在政府打房政策下，建設公司要如何因應環境而做出轉型。根據研究結果顯示：市場經濟趨勢的改變、避免房地產業所帶來的風險，建設公司能以漸進的方式來做轉型，像是可以併購飯店、投資新建飯店，避開市場瓶頸以創造現金流。不動產開發商業同業公會陪伴建設公司歷經景氣的高峰與谷底，竭盡幫助建設公司面對困境。面對環境的趨勢、法令的變動，不動產開發商業同業公會必須隨時掌握即時資訊，加強監測與分析預警，做好前瞻性的工作，且扮演著與政府協調溝通的角色，地位顯的更相形重要，另外，適時地輔佐各建設公司，凝聚同業力量，亦能使不動產開發商業同業公會更加成長與茁壯。 Taiwan's booming economy led to the prosperity of the real estate market before 2010. Prices for real estate in Taiwan's market continue to rise, leading to widespread social concern. In order to prevent the burst of real estate bubbles and restrain the effect of high prices, the government adopted a series of housing policies, hoping these measures could stabilize market prices and ease the upward trend of housing prices. Relevant government units then actively introduced responsive policies after 2011, such as the imposition of the luxury tax, and the implementation of registering the actual selling price of real estate, etc., in the hopes that the real estate industry would be clear and methodical in the future. The implementation of these policies will certainly be a serious assault on the real estate industry. While the real estate industry is undergoing severe challenges and facing many difficulties, how the construction companies should transform, and what role the Real Estate Development Association should play are of particular concern. Through citation analysis and market data, this study discusses how the construction companies should transform in response to a changing environment. According to the research result, in the face of changing market economic trends and the risks posed by the real estate industry, construction companies could transform in a progressive way. By merging with hotels and investing in newly-built hotels, they could avoid the bottleneck of the market and generate cash flow. The Real Estate Development Association accompanied the construction companies through both the peak and bottom of prosperity, doing its best to help construction companies face difficulties. Faced with the trends of this environment, as well as changes in the laws and decrees, the Real Estate Development Association must keep abreast of real-time information, reinforce monitoring and pre-warning analysis. It must perform proactively and play a coordinative and communicative role with the government, as it seems relatively more important. In addition, it must assist each construction company duly, not only to build cohesion within this industry, but also to enable the Real Estate Development Association to grow and prosper even more