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Since 2018, domestic housing prices have been steadily rising, with Tainan City gaining particular attention among the six major cities. Boosted by the presence of TSMC's industry chain, the housing market in Tainan has seen both increased volume and prices. Within the living circle of the Tainan Science Park, Annan District has emerged as a hot spot for transactions. Over the past decade, housing prices in An-Nan District have nearly tripled, demonstrating the immense potential and attractiveness of its real estate market.
As prices continue to rise, redevelopment areas have become a focal point for real estate development. This study aims to analyze actual sales data and conduct in-depth interviews within the Zong-An Redevelopment Zone to understand consumer demand characteristics for townhouse projects. The goal is to propose product positioning and marketing strategies that meet market demands.
In this study, we first categorized consumer demand characteristics for different types of townhouse projects based on factors such as age, occupation, and regional origin of customers. Secondly, we conducted in-depth interviews with three real estate experts to gather insights into their experiences with property recommendations, aiming to formulate views on the positioning of townhouse products in this area. Finally, integrating the findings from both analyses, we proposed corresponding product positioning and marketing strategies.
The study investigated the housing purchase behaviors and characteristics of customers across different product types, leading to the following conclusions：
The primary media source influencing customers is billboards. The main customer occupations include general civil servants and engineers from the Tainan Science Park, with local residents of Annan District being the predominant customer base.
1. Customers exhibit varied characteristics depending on the product type. For example, elevator townhouse products attract primarily the 40-49 age group, self-employed individuals, and local residents of Annan District. In contrast, community-style Singaporean-inspired two-story units with combined dining rooms and double garage townhouses mainly appeal to the younger group aged 30-39 and engineers from other cities.
2. Local residents show a higher preference for traditional-style products, indicating that different product types attract customers with different characteristics.
3. In addition to the data statistics and interview analyses, this study utilized marketing strategy theories such as STP analysis, 4C, 4P, 7P, and integrated marketing strategies based on image strategies tailored to location, product type, brand factors, and timing of promotions. These strategies were employed to achieve effective outcomes.
This study also faced several limitations. The data collected primarily focused on the period during and after the pandemic, which coincided with a rapid increase in housing prices. Therefore, the findings may not directly apply to market conditions during typical periods.
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