關鍵詞：策略性行銷定位、行銷模式、策略定位 This paper is aimed to explore the combination of marketing strategy model and marketing theory of real estate marketing agency, and, meanwhile, illustrate the relationship of the positioning of strategic marketing and the performance of real estate marketing agency. As the real estate marketing agency is a special industry established in Taiwan for the first time, it is the main media in the transaction of real estates and plays a mediating role in the communication between businessmen and customers. Moreover, the maximum market niche of the cases should be formed according the positioning of strategic marketing, and the marketing force should be accurately carried out so as to produce differentiation value premium in cases. So the performance of marketing agency and the brand performance of marketing agency have been established at the same time. Conducting in-depth interviews in multiple cases, the paper explores the combination model of the positioning of strategic marketing and marketing theory, and analyzes its relationship with the performance of marketing agency and derived brand performance. The representative cases which are analyzed in details one by one clarify the model of strategic marketing positioning and marketing theory. The results of interviews are analyzed by quantization and used as the basis to prove that the performance of strategic marketing is related to the performance of real estate marketing agency. It is found out in the interviews that relationship marketing and experiential marketing can be set as the direction for future development of real estates. It is expected that the research results can provide references for the management echelon’s decision making of real estate industry and contribute to the related academic literature.
