房地產代銷業媒體廣告分析

Abstract

房地產銷售中的『預售制度』是台灣獨創的房屋銷售模式，由於銷售預售屋時僅以主管機關所核發的建築執照中之圖說，搭配所附設之建材設備，以及規劃特色加以包裝來行銷，加上交易金額大，行銷難度不低，因而專業的『代銷產業』因應而生。 本研究即以代銷公司為研究對象，主要探討其所採用的廣告媒體投放策略及其成效。

The real estate market’s ‘presale’ practice in Taiwan is a distinct model. When preselling the residential houses, only the administration approved building permits, booklets containing associated building materials and equipment, blueprintsand building plan features are available. Along with the high amount of transaction value, the task of preselling residential houses is high. Therefore, the specialized “Housing Sales Agency” becomes prevalent. This study chooses “Housing Presales Agency” as research context and investigates an sales agent’s advertising strategy and its performance.