建築開發業長久發展至今，因預售制度實施與不良廠商之惡性行為，造成消費大眾對建築開發業誤解。此外我國對建築開發業尚無特定管理法規，明定其資格限制。市場競爭激烈普遍為業者皆認為最大經營問題。面對此一困境，加上消費者偏好轉變，購屋價格不再是關鍵考量，開始重視安全與品質，及品牌與服務觀念逐漸抬頭情況下，建築開發業者該如何應對?有鑒於高科技產業紛紛投入品牌行列進行轉型，進而思考台灣建築開發業未來轉型方向，是否亦能運用品牌行銷等策略創造競爭優勢。故希望嘗試導入品牌行銷觀念於建築開發業以提升競爭力。

　　本研究採文獻回顧、問卷調查、專家訪談與實例驗證等方法進行建築開發業品牌行銷模式之建立。利用文獻收集整理瞭解建築開發業內涵、特性，與品牌行銷相關理論基礎，並採行問卷調查瞭解建築開發業經營現況，與對品牌行銷之瞭解程度，彙整建築開發業之品牌行銷策略要項，作為之後品牌行銷模式建立之基準。檢討目前時下台灣地區建築開發業之弊病，及參照文獻回顧所得之建築開發業品牌行銷策略要項，進行建築開發業品牌行銷模式初擬，此後，藉由專家訪談與實例驗證，檢討初擬模式之適切性與缺漏之處，進而修改確立。

　　建築開發業品牌行銷模式主要分為四個階段：品牌決策階段－品牌建立階段－品牌經營階段－品牌發展階段。品牌行銷重心，決策階段在於品牌定位。若定位方向錯誤，會導致未來品牌建立失敗，需小心謹慎，參考多方市場資訊，作適當定位。建立階段則應著重產品及顧客忠誠度建立，藉由口碑，穩固建立起品牌。經營階段需著重產品品質維持，持續與顧客維持關係，且定期進行評估檢討現行策略。最後發展階段，視該公司領導者經營理念為何，便採取適當發展策略。

　　本研究之建築開發業品牌行銷模式為提供業者概論性的思考方向，對於不同規模或企業文化之業者，模式執行上會有所差異。尚未建立品牌業者，需按部就班，依程序踏實建立品牌。已建立品牌業者，則需先行公司品牌評估，檢討過去建立過程中是否有缺失，並檢視現階段品牌經營方面是否徹底施行或不足之處，進而回頭省視最初品牌理念與定位是否需重新調整。藉由評估、視查與修正，穩固品牌基礎，方能成為日後持續發展之利基。品牌可以很強勢地大刀闊斧站穩市場，也可以脆弱到不堪一擊，實需花費心思用心經營與保護。

　Real estate investment business has developed so far. Because of the booking system and some base actions of the vicious businessmen, the general public has a misunderstanding to real estate investment business. Besides, our government hasn’t legislated for the management or qualifications to real estate investment business. Therefore, it is the biggest problem for enterprises to have keen competition in the market. As consumers’ preference changed, the selling price is no longer a crucial consideration. They attach great importance to safety, quality, brand and service. How should real estate investment business deal with being in this predicament? Seeing high-tech businesses reform by branding, we think about in the future what the direction of reformation to real estate investment business is. Could they also apply the branding policies to create their superiority? As a result, hope to attempt an application of brand marketing to real estate investment business in order to get their vantage point.

　This thesis proceeded to establish the brand marketing mode of real estate investment business with literature reviews, a questionnaire survey, interviews with experts, and demonstration with instances. After realizing the characters of real estate investment business and the theory of brand marketing, we used a questionnaire survey to know the present operation of real estate investment business and what degree they comprehend brand marketing. Referring the literature review and the questionnaire survey, we drew up the principles of brand marketing of real estate investment business to be the guidelines for the establishment of brand marketing mode. When the mode had has been finished, we corrected errors and modified it. Then the brand marketing mode of real estate investment business was decided.

　There are four stages in the mode. They are the stage of brand decision-making, the stage of brand establishment, the stage of brand management, and the stage of the brand development. The cruxes of brand marketing are as follows. At the first stage, enterprises should focus on brand positioning because if you make a wrong brand position, this will lead you to failure. That’s why you ought to be cautious, and refer to market analysis before setting your brand position. At the second stage, the main point is to build up fine products and consumers’ loyalty. As you get public praise, you are sure to establish a brand firmly. At the third stage, it is momentous to continuously maintain the quality of products and the relationship with customers. At the same time, you also need to appraise and review the present policies. At the last stage, there isn’t any main point. Just to apply proper development policies.

　The brand marketing mode of real estate investment business of the thesis provides enterprises a general thinking direction. The execution of the brand marketing mode depends every enterprise’s scale and culture. Who doesn’t have any brand needs to implement the mode step by step. Who has had a brand should appraise and review the present policies so that they can revise their drawbacks, find which stage they are in now, and continue to carry out the mode from the present stage. Brand can be so strong that capture the market. Sometimes it is also too weak to resist any attack. It is indeed necessary to build up and to protect a brand diligently.

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