Key success factors of market expansion for construction industry

本研究企圖以外在環境及企業內部資源觀點，探討建築市場的變化趨勢，及建築產業發展之重要性。並以質化研究中的深入訪談，利用深入訪談高階管理者歸納過去的經驗，透由訪談資料來整合環境面、產業面及企業內部資源三大面向，提出公司品牌、目標市場、地段選定、產品定位、設計規劃、建材設備、財務穩健以及土開能力等要素，外加經營者的魄力決心與能否與時俱進、策略靈活、操作穩健即為公司總體經營成功之關鍵成功因素。本研究貢獻為整合上述成功之關鍵因素給予建築業者經營方向參考及提升績效。ii Abstract This research aims to observe the trends of construction market in the perspective of external environment and enterprise internal resources. This research uses in-depth interviews of qualitative research with the top managers. We summarize the top managers’ past experience and then integrate in-depth interviews results into the three dimensions of the environment, industrial and internal resources. We find that the key successful factors includes corporate brand, target market, location selection, product positioning, design and planning, building materials equipment, financial stability and the handling of land, the operator''s determination, strategic and flexible, robust company''s overall business. The contribution of this study is to offer the construction industry some reference directions and enhance operating performance based on all the key successful factors.第一章 緒論 ......................................................... 1 1.1 研究動機與背景 ................................................ 1 1.2 建築市場發展困難 .............................................. 6 1.3 研究目的與方法 ................................................ 8 1.4 研究架構及流程圖 .............................................. 8 第二章 文獻回顧 .................................................... 10 2.1策略行銷 ..................................................... 10 2.2行銷組合 ..................................................... 13 2.3關係行銷 ..................................................... 20 第三章 研究方法 .................................................... 24 3.1 質化研究方法 ................................................. 24 3.2 半結構式訪談 ................................................. 25 3.2.1 焦點團體訪談法 ........................................... 25 3.2.2深入訪談法 ............................................... 26 3.3 研究執行設計 ................................................. 28 3.4 研究對象選擇 ................................................. 29 3.5 研究設計 ..................................................... 30 第四章 個案分析 .................................................... 32 4.1 Ａ個案分析 ................................................... 32 4.1.1策略行銷規劃 ............................................. 32 4.2 B個案分析 ................................................... 38 4.2.1策略行銷規劃 ............................................. 39 4.2.2 行銷組合策略 ............................................. 43 4.3 Ｃ個案分析 ................................................... 46 4.3.1策略行銷規劃 ............................................. 46 4.3.2 行銷組合策略 ............................................. 49 第五章 結論與建議 .................................................. 54 5.1 研究結果 ..................................................... 54 5.2 研究限制與建議 ............................................... 60 參考文獻 ........................................................... 6