Kang-Li Wu 2007, "Marketing Ecological Communities: Experience from the Eco-Community Pilot Projects in Tainan of Taiwan", The Business Review, Cambridge, vol. 8, no. 2, pp. 100. With the promoting of the concept of sustainable development and ecological design, developing ecological community has become an important policy goal in Taiwan. However, how should the concept of ecological communities be promoted to the potential homebuyer’s remains an unanswered research question? This paper explores a marketing approach for promoting the concept of ecological communities. Through an examination of the pilot ecological community project in Tainan Salun High Speed Rail Station of Taiwan, this study identifies the core values, target markets, and the demand of services of ecological communities. By incorporating research methods involving interviews, field survey, STP analysis, and a questionnaire survey, this study finds that the demand of the facilities and services of ecological communities is related to the household income and the values of ecological communities perceived by homebuyers. Based on the results of the empirical studies, this study develops a set of marketing strategies for promoting the development of ecological communities. Keywords: ecological communities, place marketing, marketing strategies, eco-village, ecological living INTRODUCTION
The concept of ecological community has received widespread attention in Taiwan in the past decade. This concept outlines a vision for building a living environment that integrates the considerations of ecological integrality, economic efficiency, and social equity. However, since the concept of ecological community has proposed a new type of community development and lifestyle that is different from the current housing market products, how this concept can be efficiently implemented in current community planning and real estate practices in Taiwan has become a critical issue. Employing research methods involves field investigation, in-depth interviews and the STP (segmentation, target market, positioning) analysis of the proposed pilot ecological community project around Tainan High Speed Rail station of Taiwan, this research attempts to explore two research questions: (1) How decision-makers in real estates and land development should identify the key elements and facilities in building eco-communities in Taiwan? (2) How should we develop suitable marketing strategies to promote eco-communities in the existing real estate market? Through our empirical study, a set of workable marketing strategies are suggested in order to promote the concept of ecological community in Taiwan. LITERTURE REVIEW
The concept of sustainable development provides a theoretical foundation of the construction of ecological communities. With the promotion of the concept of sustainable development and ecological design, the notion of ecological communities has received much attention in Taiwan. Sustainable development is a broad concept. According to the Brundtland Commission (1987); sustainable development refers to "development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (WCED, 1987). This popular definition introduces the concepts of long-term environmental sustainability and inter-generational equity, but it also suffer from attacks because it over emphasize an anthropocentric approach. The other widely cited definitions of sustainable development include those proposed by the International Union for the Conservation of Nature (IUCN) and the World Conservation Union (WCU). The International Union for the Conservation of Nature (IUCN, 1986) pointed out that "Sustainable development should seeks to respond to five broad requirements: (1) the integration of conservation and development, (2) the satisfaction of basic human needs, (3) the achievement of equity and social justice, (4) the provision...
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