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

AUTHOR(S):

Sean Te-hsun Lin, Andrew Yi-hung Liang

TITLE

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.

KEYWORDS

Green building, EKB decision theory, Importance-performance analysis, Real estate marketing strategy

REFERENCES

[1] Feng-Yao Chen. (2017). Green building value – Cognition analysis of both supply and demand end. Land Economics Annual Publication (28), 106-132.

[2] Zou, Y., Zhao, W., & Zhong, R. (2017). The spatial distribution of green buildings in China: Regional imbalance, economic fundamentals, and policy incentives. Applied Geography, 88, 38-47.

[3] Chu-Kuang Hsieh, Wen Han Chou, Chu Yu Yang, & Wan Yu Lo. (2011). An empirical analysis for green building performance in affecting the real estate market effectiveness in Taiwan, Hwa Kang Journal of Agriculture; (Volume 26 (2011/01/01)), P71-99.

[4] Shu-Hui Lan, Ming-Yuan Hsieh, & Yuan- Hsiung Hsu. (2014). An evaluation of the influential factors of green building promotional strategy. Journal of Architecture (89), 195-209.

[5] Cole, R. J. (1999). Building environmental assessment methods: clarifying intentions. Building Research & Information, 27(4-5), 230-246.

[6] Architecture and Building Research Institute of the Ministry of Interior.(2017). Nine indexes for evaluating green building. Retrieved from http://www.abri.gov.tw/tw/mark/1

[7] Chao-Ming Cheng. (1993). Cognition psychology: Theory and practice. Taipei City: Eslite.

[8] Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.

[9] Chung-Hsin Yeh. (2011). Educational psychology: Psychological Press.

[10] Engel, J. F., & Roger, D. (1993). Blackwell, and Paul W. Miniard (1995). Consumer behavior, 6.

[11] Slideplayer.com.(2017). Engel-Blackwell- Kolla (EBK) Model. Retrieved from http://slideplayer.com/slide/2539333/9/images /7/EKB+MODEL.jpg

[12] Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive psychology, 5(2), 207-232.

[13] Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124-1131.

[14] Hsee, C. K. (1996). Elastic justification: How unjustifiable factors influence judgments. Organizational Behavior and Human Decision Processes, 66(1), 122-129.

[15] Ching-Hsiang Wang, & Hsin-Hai Lu.(2014). A study using analytic hierarchy process to set up factors affecting the purchase of house by a consumer.

[16] Chia-Hui Wu, Yu-Cheng Li, & Yi-Fang Hsieh. (2013). Applying DEMATEL in the key evaluation factor analysis of the decision making of house purchase by a consumer. Minghsin Journal, 39(1), 141-152.

[17] Mei-Ling Chou, & Chin-E Chang. (2005). A study of influencing factors during the search period of house purchase. Management Review, 24(1), 133-150.

[18] Gilg, A., Barr, S., & Ford, N. (2005). Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures, 37(6), 481-504.

[19] Ching-Yu Lien, & Yu-Shih Chen. (2010). A study of the correlation among consumer’s personal attribute, green consumption cognition and behavioral intention in the catering industry: Taking Taipei and Hsinchu area as example.

[20] Tsai-Mei Lin, & Keng-Ming Chuang. (2007). Peaceful culture operation concept and multinational enterprise cross-cultural management performance –Take the business operation strategy of Japan’s MNE as example. Multinational enterprise management review, 1(1), 1-38.

[21] Ta-Wei Huang, & Hui-Te Yen.(2014). Peaceful culture business concept and organization commitment. Multinational enterprise management review, 8(S), 69-87.

[22] Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach (Boston: Pitman, 1984). Google Scholar.

[23] Chia-Chi Huang.(2000). Corporate social performance research – An empirical analysis of the correlation among social responsibility performance, corporate reputation and financial performance. Asia Pacific Management Review, 5(3), 367-380.

[24] Kuo Liang Tai. (2015). Integrated marketing communication: Omni-bearing theoretical architecture and localized practical case: Wu- Nan Book Inc.

[25] Schultz, D. E. (1992).Integrated marketing communications. Journal of Promotion Management, 1(1), 99-104.

[26] Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. The Journal of marketing, 1-13.

[27] Martilla, J. A., & James, J. C. (1977).Importance-performance analysis. The Journal of marketing, 77-79.

[28] Li Chang Li, & Shu-Ching Lin. (2006). IPA analysis of zoo’s visitors on educating marketing strategy cognition – Take Taipei Zoo as an example. Journal of Leisure and Tourism Industry Research, Sept. 2006, 1(1), 55-64.

[29] Huai-Chih Hsu, Ming-Jui Kao, & Ping-Yi Chao. (2011). The dilemma and challenge of non-profit organization enterprise: Entrepreneurship. Management Research

[30] Po-Wei Wang, Chen-Chen Huang, Hsiao-Lan Tang, Kuo-Liang Yeh, & Chih-Chien Tseng. (2009). A study of green consumption knowledge, attitude, behavioral intention and related factors of junior high school students in Taipei City~ Take certain junior high school as example. Chinese Journal of Science Education, number 3 of volume 17, 255-274.

[31] Chan, R. Y. (1999). Environmental attitudes and behavior of consumers in China: Survey findings and implications. Journal of International Consumer Marketing, 11(4), 25- 52.

[32] Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of consumer marketing, 16(6), 558-575.

Cite this paper

Sean Te-hsun Lin, Andrew Yi-hung Liang. (2018) Applying IPA Model to Analyze Real Estate Marketing Strategy - Taking Green Building as an Example. International Journal of Economics and Management Systems, 3, 99-109