建商聯手救買氣 強化品牌贏面大
2017/6/22
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="mso-bidi-font-size: 12.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">中央社【韋樞】</span></p>
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">為了提振買氣，北市建商掀起連結或與優質營造商「強強聯手」，房市研究單位認為，除了建商本身強化品牌優勢，小坪數當道下，消費者入手品牌建案的門檻降低，創造雙贏。</span></p>
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">房市研究單位住展雜誌調查，北市近期有五大指標案由品牌建商或與優質營造廠結合，包括大安區「</span><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: 'Arial',sans-serif; mso-fareast-font-family: 微軟正黑體; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: minor-bidi;" lang="EN-US">ONEPARK TAIPEI</span><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">信義聯勤」與「耕云」、松山區「勤耕延吉」、中山區「忠泰長虹中山北路案」，以及文山區「天賞大願」等案。</span></p>
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">住展雜誌企研室經理何世昌指出，強強聯手推案大致有</span><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: 'Arial',sans-serif; mso-fareast-font-family: 微軟正黑體; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: minor-bidi;" lang="EN-US"> 4</span><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">種類型，以前合作經驗良好，又獲得客戶讚聲，於是再次出擊；其次合作先例若源自合建案、推案大賣且成交價漂亮，日後合作的機會更高，例如文山區「天賞大願」、中山區「忠泰長虹中山北路案」。</span></p>
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">何世昌舉例，璞園與兆雄先前合作打造文山區保儀路高價案「水沐菁華」獲得好評，時隔多年再推出「天賞大願」。忠泰與長虹先前因合建案「明日博」大獲成功，接著再籌備中山北路、民權西路口合建案，預定最快下半年推出。</span></p>
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">也有合作動機源自於彼此建築理念與調性相近，或是股東之間有淵源，例如松山「勤耕延吉」；不論頂級豪宅案為了登峰造極，或是一般建案求錦上添花，會將營造工程委由好口碑的營造廠商。</span></p>
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">例如大安區「</span><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: 'Arial',sans-serif; mso-fareast-font-family: 微軟正黑體; mso-bidi-font-family: 'Times New Roman'; mso-bidi-theme-font: minor-bidi;" lang="EN-US">ONE PARK TAIPEI</span><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">信義聯勤」將營造工程委由日系中鹿營造，「耕云」則找來日本熊谷組華熊營造。何世昌指出，由於國人偏好日系營造，縱使日系營造廠營造單價比台廠貴，但國內仍有不少建案委託日系營造廠施工，除了建築品質外，亦獲得客戶認同。</span></p>
<p class="MsoNormal" style="margin-top: 9.0pt; mso-para-margin-top: .5gd; text-align: justify; text-justify: inter-ideograph; line-height: 23.0pt; mso-line-height-rule: exactly;"><span style="font-size: 13.0pt; mso-bidi-font-size: 11.0pt; font-family: '微軟正黑體',sans-serif; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;">何世昌說，以往「強強聯手」案例通常會規劃豪宅，但現在低總價當道，即使雙雄合作案也順應市場趨勢改走小坪數市場，如「耕云」、「勤耕延吉」等案，這在過去十分罕見。對消費者而言，這是一個極好的發展，因為入手品牌建商的門檻降低，選擇性更多；對業者而言，品牌建商擁有良好口碑、客戶黏著度高。</span></p>