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EMBA

ii
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EMBA

iii
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STP
Market SegmentationMarket TargetingProduct
Positioning

vii
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1998
20082009

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ix
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Foreword

9710985993


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e-mailwublog@yahoo.com.tw
2011/7/10

Smart132

ServicePromotion>

132/2009.8.1 Smart

183

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xii
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1-1 2
2

1-2 4
4

1-3 15
15
18

1-4 19
19
23

1-5 25
25
31

1-6 43
43
44
48
51
56

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57
64
65
69
72
73
73

2-1 76
76
76
76
76
77
78
78
79
79
79
79
79
80
81
81

2-2 82
82
82
83

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83

84
84

2-3 85
85
95
105
107
109
115
117
118
SWOT122
ECFA123


127

134


139
2-4 140
140
140
143


3-1 154
155

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155

3-2 156
156
157
158
162

3-3 165
165
166
208
210
219


4-1 236
MarketingSelling237

4-2 4P238
239

4-3 STP240
240
240
4P4C243
245

4-4 262
262
264
265

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266
267
267
267
268
271

271
272
273
273
273
274
275
275
275
278
278
278
SP279
286
287

4-5 288
288
288
288

292
A297
B342
C364

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5-1 382
382
383
387

5-2 388
389
391
396
399
402
405
409
416
418
DM419

5-3 422
423
431

5-4 437
438
438
441
444

5-5 449
449
449
455

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A461
B475

6-1 482
482
483
500
513
514

6-2 521
521
521
521

6-3 523
House Tax523
Land Value Tax525
Gift Tax527
Estate Tax529

6-4 531
531

539

544
544

563

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Michael E. Porter

Project
1-1
1-2
1-3
1-4
1-5
1-6

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1-1

Real
Estate
(1)(2)(3)

20

Real Property

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1-1

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1-2

Zoning
Intensity

631

1.

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1-2

2.

60%

120%~240%

80%

180%~320%

1.

70%

2.

70%

3.

70%

4.

70%

60%

210%

250%

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60%

250%

60%

120%

60%

160%

20%

60%

20%

10%

60%

160%

201021

30%

60%

35%

120%

35%

160%

35%

225%

45%

225%

45%

300%

45%

400%

50%

300%

50%

400%

55%

360%

65%

630%

65%

560%

75%

800%

45%

200%

55%

300%

35%

400%

35%

240%

55%

300%

15%

60%

10%40%
10%15%30%40%

1993112
2010623

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1-2

40%

80%

50%

150%

50%

240%

50%

300%

60%

420%

40%

240%

50%

300%

60%

490%

60%

630%

70%

840%

40%

160%

50%

200%

60%

300%

40%

480%

40%

240%

50%

250%

20%

60%

10%

60%

10.5

40%

160%

20%

10.5

60%

240%

60%

180%

515%

45%

512%

36%

10%

20%

80%

960%

2010729

(1)

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Single HouseSemidetach HouseRow-house

45

122425
630

5016
75

5%

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1-2

http://www.housing.taipei.gov.tw/

5%

5~15%

15~30%

DIY

30~40%

40~55%

55%

operate-7-4.aspx

a.30%
b.10.5
317.5

19 9 9 6 7
3 0 %

2 0 0 5 119


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21

Service Apartment
Apartment
Suites

(2)

(3)

10

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1-2



10%

3.6

2004

10%

(4)

2000126

0.25756

10%660
41410.53

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11

14

10.5

165

165

660

495

10%

10%

10.5

4513.5

12

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1-2

14

1.
(1)

(2)

2.

(1)

(2)

(3)

(4)

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13

1.

60%

240%

2.

60%

240%

3.

40%

120%

4.

70%

300%

5.

60%

120%

6.

40%

120%

7.

40%

120%

8.

40%

120%

9.

60%

180%

14

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1-3

3.
(1)Raw Land

(2)Subdivision Land

1-3

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15

16

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1-3

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17

18

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1-4

57

20%

1-4

20102
20102

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19

1.

BOT

101101

2.

20

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1-4

6073
6073

1.

2.

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21

22

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-..
, 2011.08

ISBN 978-957-11-6267-6 ()
1.2.
554.89

100005716

1K35









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2 0 0 8 2
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2 0 1 0 3
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6 2 0

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