本研究係以幾個較具特色及知名的台北市都會區大樓型豪宅產品為研究個案，如「達永建設公司的信義公爵館」、「基泰、吉美、高意建設合作的信義之星」、「宏盛建設的帝寶」等個案為研究對象，做探索性的研究。針對個案經營關鍵成功因素來作探討，期能歸納整理出個案從土地的開發、產品的設計、價格的訂定、消費者的鎖定、行銷策略的運用等等來做深入的關鍵成功因素探討，了解業者如何提高消費者滿意的程度。研究整理後發現：從產品規劃及行銷策略上等掌握上述的關鍵成功因素，頗能締造出不錯的經營佳績。提供房地產業者未來針對豪宅產品定位與行銷策略之擬定有所參考依歸。 The demand of housing market is fluctuated greatly and influencing by the economic situation because of its huge investment. The firms which provide Taipei’s luxury apartment market should have possessed the critical success factors, and have to adapt to the changes of environment. By selling the apartment without inventory is important for developes, and then survive through the highly competitive market. This research first defines the luxury apartment, then explores the meaning of critical success factors, and this research this to clarify the relationship of market segmentation, consumer behavior and life style in Taipei’s luxury apartment market. The purpose of this research is to grasp the critical success factors in running luxury apartment market, designing the products which has met the need of market, and then heightening the customer’s satisfaction and being successful in this market. This exploratory research collects related cases which are located in Taipei city. The critical success factors have included the land exploration, product design, pricing, consumer, and marketing strategies. Finally, marketing strategy with detailed planning can help prompt the sales volume.