本論文旨在研究高級住宅的商業模式創新。高級住宅通常是指大坪數、高總價、稀有性及不易取代的獨特性建物，由於興建高級住宅其所需之資金相對龐大，所以市場上建案的案量及量體並不太多。而高級住宅這類型的建物，是在最近幾年方才盛行的，過去並沒有太多的案例可以參考，所以國內現階段對於高級住宅當作研究領域來分析的學術論述並不多見。
本研究以商業模式帆布圖為分析架構，藉由深度訪談三間建設公司、三間廣告公司及三位消費者，共計九份訪談問卷來進行分析探討。訪談顧客所得之資料係用以瞭解顧客的痛點及價值需求，俾調整企業的營運策略及價值主張。企業專家訪談則旨在整合專家的意見，規劃出有效的高級住宅商業模式，以其協助個案企業在競爭激烈的市場中，能夠保持競爭優勢，使企業得以永續經營。本研究之結果可提供未來研究高級住宅之參考。

This thesis aims to study the business model of innovative high-end residential housing. This type of housing is normally synonymous with large living spaces, steep prices, rarity, and unique structures that cannot easily be replaced. Due to the relatively large amount of funds required for the construction of high-end residential properties, the number and volume of projects on the market are sparse. The development of these residences has only been popular in recent years and has not been a focal point in the past. Consequently, at this stage in the domestic market, there are few references or academic dissertations on the analysis of high-end residential housing.
This study uses the business model canvas as the analysis framework and conducts in-depth interviews with three construction companies, three advertising companies, and three consumers. A total of nine interview questionnaires are used along with the business model to analyze and discuss the business strategies and customer value needs. The information obtained from interviewing customers is analyzed on the basis of prior negative experiences as well as the value needs of customers, in order to fully adjust the companies’ operating strategies and value propositions. Enterprise expert interviews are aimed at integrating expert opinions and planning effective high-end residential business models to assist individual companies in maintaining competitive advantages in a highly competitive market. The results of this thesis can be a useful reference for subsequent studies into the market of high-end residential housing.
Keywords: High-end Residential Housing, Business Model, Construction Company

一、 中文文獻
台北市文化局文化白皮書 (2019) 台北市文化局文化白皮書。
司徒達賢 (2005) 策略管理新論: 觀念架構與分析方法: 智勝文化事業有限公司。
阮如舫 (2005) 房地產行銷。五南圖書出版股份有限公司。
林潤華與周素卿 (2005) [臺北信義豪宅] 及其生產集團: 信義計畫區高級住宅社區之生產者分析. 地理學報(40), 017-043。
張利益 (2010) 台灣建築產業經營型態之研究. 國立台北科技大學。
張金鶚 (1990) 內政部營建署。
曹逸雯 (2010) 新聞小辭典豪宅的定義。
陳國珍 (2019) 平價住宅商業模式規劃之個案研究: 以 M 建設公司為例。成功大學高階管理碩士在職專班 (EMBA) 學位論文, 1-132。
陳福助 (2011) 豪宅定位設計之研究—以台北市大直某個案為例。
黃哲雄 (2010) 從所得彈性之觀點探討全球 金融風暴後豪宅之需求. 成功大學高階管理碩士在職專班 (EMBA) 學位論文, 1-57。
鍾憲瑞 (2012) 商業模式: 創新與管理: 前程文化。

二、 英文文獻
Amit, R., & Zott, C. (2001). Value creation in e‐business. Strategic management journal, 22(6‐7), 493-520.
Bonoma, T. V. (1985). Case research in marketing: opportunities, problems, and a process. Journal of marketing research, 22(2), 199-208.
Casadesus-Masanell, R., & Tarzijan, J. (2012). When one business model isn't enough.
Cheah, C. Y., & Garvin, M. J. (2004). An open framework for corporate strategy in construction. Engineering, Construction and Architectural Management, 11(3), 176-188.
Chesbrough, H. (2007). Business model innovation: it's not just about technology anymore. Strategy & leadership, 35(6), 12-17.
George, G., & Bock, A. J. (2011). The business model in practice and its implications for entrepreneurship research. Entrepreneurship theory and practice, 35(1), 83-111.
Hofer, C. W., & Schendel, D. (1978). Strategy Formulation: Analytical Concepts (St. Paul. MN. West.
Magretta, J. (2002). Why business models matter. In: Harvard Business School Boston, MA.
Mitchell, D. W., & Bruckner Coles, C. (2004). Business model innovation breakthrough moves. Journal of business strategy, 25(1), 16-26.
Morse, G., & Eyring, M. (2014). A new model for Emerging Markets.
Osterwalder, & Pigneur, Y. (2009). Bussines Model Genertion. Amsterdam, The Netherlands: Moddernam Drukwerk.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers, and challengers: John Wiley & Sons.
Osterwalder, A., & Pigneur, Y. (2012). Designing business models and similar strategic objects: the contribution of IS. Journal of the Association for information systems, 14(5), 3.
Porter, M. (1979). Five Forces Analysis. In.
Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models. Business horizons, 48(3), 199-207.
Teece, D. J. (2010). Business models, business strategy and innovation. Long range planning, 43(2-3), 172-194.
Warszawski, A. (1996). Strategic planning in construction companies. Journal of construction engineering and management, 122(2), 133-140.
Yin, R. (2003). K.(2003). Case study research: Design and methods. Sage Publications, Inc, 5, 11.
Zook, C., & Allen, J. (2011). The great repeatable business model. Harvard business review, 89(11), 107-114.