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Author: 郭若綺
Ruoh-Chii Kuo
Thesis Title: 中小型建商之土地開發策略 -以F建設為例
Land Development Strategy for Small and Medium-sized Housing Enterprises - Take F Construction as an Example.
Advisor: 陳俊男
Chun-nan Chen
Committee: 鄭仁偉
Jen-Wei Cheng
林軒竹
Hsuan-Chu Lin
謝劍平
Chien-Ping Hsieh
Degree: 碩士
Master
Department: 管理學院 - 財務金融研究所
Graduate Institute of Finance
Thesis Publication Year: 2020
Graduation Academic Year: 108
Language: 中文
Pages: 86
Keywords (in Chinese): 建設公司五力分析商業模式SWOT分析衝突管理價值共創都市更新
Keywords (in other languages): Construction Company, Five Force Analysis, Business Model, SWOT Analysis, Conflict Management, Value Co-creation, Urban Renewal
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本個案描述一家中小型建商「F建設公司」,主要從事土地開發、規劃興建住宅、商業大樓出租售規劃、科技廠房規劃及興建出售、生活科技產品開發、飯店開發及規劃等業務。自1994年成立以來,歷經房地產行業從谷底往上狂飆到2018年後的盤整,如同大多數的建商一樣,在土地購買、土地整合開發方面,是越來越困難,常常面臨一地難求之困境,造成成本增加利潤壓縮。尤其房地產的法令政策、市場環境等變動風險再再影響了建築業與房地產市場的發展,面對政府推動都市更新及危老重建的機遇與挑戰,為使公司永續經營,積極思考其經營策略與土地開發策略,考驗著公司如何建立其經營團隊與精進內部管理、如何帶領公司穩健成長,以及如何擬定發展策略並朝永續經營方向邁進。
本論文以哈佛式個案撰寫,內容包含個案本文與教師教學指引兩部分,透過教師的引導式教學,根據個案的實例的發展,帶領同學探討個案。建商在經營的過程中,大環境的經濟景氣、政策面向等對其影響甚大,以五力分析、商業模式、SWOT分析,從中探究個案如何利用本身的優勢及機會,善用資源來制定土地開發策略,在擔任都市更新案實施者時如何在地主信任危機與衝突困境中,運用衝突管理解決問題,達到建商、住戶、客戶的共同價值,期能提供未來建商經營策略參考與轉型應對。
關鍵字:建設公司、五力分析、商業模式、SWOT分析、衝突管理、價值共創、都市更新


This case describes a small and medium-sized builder, "F Construction Company", mainly engaged in land development, planning and construction of residential, commercial building rental and sale planning, science and technology plant planning and construction and sale, life technology product development, hotel development and planning business. Since its establishment in 1994, after the real estate industry from the bottom up to 2018 after the consolidation, like most builders, in land purchase, land integration and development, is more and more difficult, often facing a difficult situation, resulting in cost increase profit compression. In particular, real estate decree policy, market environment and other changes risk again affect the development of the construction industry and real estate market, in the face of the government to promote urban renewal and the reconstruction of the old and dangerous opportunities and challenges, in order to make the company sustainable management, and actively think about its business strategy and land development strategy, testing how the company to establish its operating team and intensive internal management, how to lead the company's steady growth, and how to develop a development strategy and towards sustainable business direction.
This thesis is written on a Harvard-style case study, which contains two parts: this paper and teacher teaching guidelines, and leads students to discuss cases according to the development of case examples through teacher-guided teaching. In the course of operation, the economic climate of the large environment, policy orientation and so on have a great impact on it, with five forces analysis, business model, SWOT analysis, from which to explore how the case how to use its own advantages and opportunities, make good use of resources to formulate land development strategy, in the urban renewal case implementer, how to use conflict management to solve problems in the landlord trust crisis and conflict dilemma, to achieve the common value of builders, households, customers, the period can provide future business management strategy and transformation.
Keywords: Construction Company, Five Force Analysis, Business Model, SWOT Analysis, Conflict Management, Value Co-creation, Urban Renewal

摘要 I ABSTRACT II 致謝 III 目錄 IV 圖目錄 VI 表目錄 VII 附錄圖目錄 VIII 壹、 個案本文 1 一、 開場白 1 二、 房地產業發展面臨的挑戰與趨勢 2 三、 個案公司的背景與發展沿革 10 四、 個案公司發展目標與決策轉折 17 五、 F建設公司的下一步 24 六、 問題與討論 25 貳、 教學手冊 26 一、 個案導讀 26 二、 教學目標與適用課程 27 三、 課前教材準備 31 四、 課前討論 31 五、 個案分析 32 六、 教學建議與時間分配 50 七、 板書規劃 52 參考文獻 58 中文部分: 58 英文部分: 60 附 錄 62 一、 都市更新的推動者 62 二、 都市更新的流程及說明 63 三、 臺北市實施都市更新之歷程 69 四、 都市更新的困境及挑戰 73

中文部分:
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9. 林益厚(2010)。認識都市更新。財團法人都市更新研究發展基金會。
10. 林崇傑(2010)。臺北市都市再生之願景與行動。臺北市都市更新處。
11. 林湘慈(2020)。台北市府:公辦都更實施辦法配合中央修法。區域情報。
12. 胡偉良(2020)。現在,房地產市場還能投資嗎?。財訊。
13. 唐主桂(2020)。2019房市交易量成功突破30萬,這2縣市大漲20%好驚人。好房網News。
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15. 莊孟翰(2018)。都更條例+危老條例=非常健全的都更制?。理財周刊920期。
16. 莊孟翰(2020)。2020年房地產二十大發展趨勢。理財周刊1004期。
17. 許士軍(1995)。管理學,第十版。東華書局,台北。
18. 麥怡安、呂振瑜(2020)。2019年都市更新回顧與展望。財團法人都市更新研究發展基金會,都市更新簡訊第85期。
19. 楊証凱(2019)。《2019年全球房地產趨勢報告》-全球經濟及政治不確定性增加,房地產投資人更謹慎。資誠動態。
20. 臺北市都市更新處(2014)。臺北市都市再生策略白皮書(草案)。
21. 臺北市都市更新處(2020)。都市更新推動成果。
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英文部分:
1. Chandler Jr., A. D. (1962). Strategy and Structure: Chapters in the History of the Industrial Enterprise. M.I.T. Press.
2. Curtis, E. Tate. & Taylor, Marilyn L. (1983). Business Policy: Administrative, Strategic, and Constituency, Dallas, Tex.: Business Publications, Georgetown Ont.: Irwin-Dorsey.
3. Glueck, W. F.(1976). Business Policy: Strategy Formation and Management Action, 2nd ed., New York: McGraw Hill Book Co.
4. Hill, C. W. L, & Jones, G. R. (2006). Strategic Management Theory: An Integrated Approach, 7th Edition, Houghton Mifflin.
5. Hofer & Schendel. (1978). Strategy Formulation: Analytical Concepts, New York: West Publishing Company.
6. Jauch & Glueck. (1989), Strategic Management & Business Policy, 5th Edition, McGraw-Hill.
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8. Miles & Snow. (1984). Designing Strategic Human Resources Systems. Organizational Dynamics. 13(1),36-41.
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12. Von Neumann & Morgenstern. (1947). Game Theory and Economic Behavior. Princeton University Press.
13. Weihrich, H. (1982), The SWOT Matrix–A Tool For Situational Analysis, Long Range Planning, 15(2), 54-66.
14. Winter, S. G., & Szulanski, G. (2001). Replication as Strategy. Organization Science, 12 (6): 730-743.
15. Wikström, S. (1996). Value creation by company­consumer interaction. Journal of Marketing Management, 12(5), 359-374.

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