關係行銷、置入性行銷、與經營模式之建構 ─以台中房地產業為例

THUIR > College of Management > Executive Master of Business Administration > Master's Theses > Item 310901/25315

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/25315

Title:	關係行銷、置入性行銷、與經營模式之建構 ─以台中房地產業為例
Other Titles:	Relationship Marketing, Product Placement, and Business Model Building - The Case of Real Estate in Taichung
Authors:	吳聰龍 WU,TSUNG LUNG
Contributors:	張國雄高階經營管理碩士在職專班
Keywords:	商業模式;置入性行銷;關係行銷;推敲可能性模式無
Date:	2014
Issue Date:	2015-03-23T07:17:28Z (UTC)
Abstract:	建商以間接的訊息與消費者溝通的方式有兩種，一種是關係行銷，一種為置入性行銷，過去，很少有人研究探討─建商運用關係行銷與置入性行銷對消費者購買意圖的影響，本論文主要目的是以台中的房地產為例，研究建商如何建構關係行銷與置入性行銷之經營模式。係關係行銷、置入性行銷、與經營模式之建構本研究論文模式為歸納台中房地產「關係行銷」與「置入性行銷」的系統與方式進行研究；第一、以三家建商的行銷個案，探討研究其品牌文化與特性，經營者的特質影響訊息傳遞的主題，並延伸後面行銷的屬性與傳遞之訊息的一致性。第二、研究發現台中房地產關係行銷與置入性行銷之種類與歸類，分析其特性。第三、結論是希望研究出一種創新的行銷系統與模式，希望作為未來房地產行銷的新趨勢，影響整個產業，進而讓好建商、好建築、好社區、好住戶等因此而越來越多，房地產產業越來越優質。 Construction companies use two indirect ways to communicate with customers, one way is through relationship marketing and the other way is via product placement. In the past, there were not many researches on how construction companies implement relationship marketing and product placement to influence customers’ intention of purchase. As a result, the research aims to examine how construction companies implement their business strategies of relationship marketing and product placement by studying real estate agencies in Taichung city. The approaches taken in the research are to analyze the systems and strategies of relationship marketing and product placement conducted by real estate agencies in Taichung city in order to reach a conclusion. To begin with, the research studied marketing cases from three different real estate agencies to study their individual brand cultures and traits, and how personal characteristics of the owners from each of the real estate agencies will influence their brand image, marketing audit and consistency of marketing messages conveyed. Secondly, the research explores and examines the types and categories of relationship marketing and product placement of the real estate agencies in Taichung city. At last, the conclusion is that the research is trying to come up with a creative marketing system and model to make the whole real estate industry better, hoping to have better real estate agencies, stronger buildings, more harmonious communities, and better residential areas for residents after the advancement of the whole industry.Keywords: Relationship marketing, Product placement, Business strategies, Deliberate possible strategies
Appears in Collections:	[Executive Master of Business Administration ] Master's Theses

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