| Abstract: | 預售屋是一個非實體商品的交易，近幾年來房地產市場的競爭愈趨激烈。本研究針對「C.J.D案」接待中心之休閒美學融入代銷方案的執行經驗，進行參與觀察研究，並提出策略管理之規畫建議。主要研究目的包括：一、開創房屋銷售的附加價值，二、增進房屋行銷之實質績效，三、發展休閒美學應用理論。針對本研究之三個主要發問:房屋銷售可融入那些休閒美學內容?房屋銷售融入休閒美學的限制與阻礙?以及房屋銷代融入休閒美學的策略調適與預期效益?本研究從案例經驗中發現，休閒美學的融入主要可從休閒主題定位、休閒空間規劃、休閒活動設計、與休閒社群組織四個面向來進行。然而，在實際執行過程會面對四項問題阻礙：經濟成本、價值認知差異人員專業不足人員專業不足市場文化上的牽絆。針對這些問題阻礙，本研究參考相關案例經驗與專家諮詢，從原四個面向提出調適策略，以期獲致增加銷售績、效增高銷售利潤、提升企業形象、增進社區品質與促進社區認同等實質效益。方案推行之成功與否取決於執行者有無為社區與企業創新創價的完整信念與能力。
Pre-sale housing is a transaction of non-physical commodities, and competition in the real estate market has become increasingly fierce in recent years. This research is based on the implementation experience of the integration of leisure aesthetics into the consignment scheme of the D Case Reception Center of In-laws, conducts participation observation research, and proposes planning suggestions for strategic management. The main research purposes include: 1. To create the added value of housing sales; 2. To enhance the substantial performance of housing marketing; 3. To develop the application theory of leisure aesthetics. In response to the three main questions of this research: What kind of leisure aesthetic content can be integrated into housing sale? Restrictions and obstacles to the integration of leisure aesthetics into housing sales? and the strategic adjustments and expected benefits of integrating leisure aesthetics into housing sales? This research finds from the case experience, The integration of leisure aesthetics can be carried out from four aspects: leisure theme positioning, leisure space planning, leisure activity design, and leisure community organization. However, there are four obstacles in the actual implementation process: economic costs, differences in value perception, lack of expertise, lack of expertise, and market culture. In response to these obstacles, this research refers to relevant case experience and expert consultation, and proposes adjustment strategies from the original four aspects, in order to achieve substantial benefits such as increased sales performance, increased sales profits, enhanced corporate image, improved community quality, and promoted community recognition. The success of the implementation of the plan depends on whether the executor has the complete belief and ability to innovate for the community and the enterprise. |
