Applying IPA Model to Analyze Real Estate Marketing Strategy - Taking Green Building as an Example

Abstract: This article aimed at investigating the differences between strategic goal and actual performance of green building marketing. In the past, there were very few researches based on this in Taiwan area, therefore,, in this article, past literatures will be reviewed again, and theories such as “cognition-attitude-behavior model” and “EKB decision theory”, which were commonly used in studying market transaction process, will be used as basis, and “importance-performance analysis (IPA)” model will also be used together to understand more the perception strength and gap on all the marketing key factor indexes from the supply end (house builder and dealer) of green building market. Based on the researches , what needed to be noticed was quadrant II: (Concentrate here) and (high importance, low performance), this part represented the area that the supply end of green building needed to improve the present situation and improve the quality harder, including three key factor indexes: “consumer emphasizes on energy saving and carbon reduction and green environment”, “actual economic, social and environmental interest was key knowledge factor of green building product” and “marketing personnel emphasize on moral action meeting the social expectation”, which were used as reference for preparing real estate marketing strategy and selecting improvement projects.