本文探討高層集合住宅市場購屋者的需求與滿意程度，進而分析出其購屋決策準則，並辨認出兩者的相關程度；此外，本文更從建設公司行銷策略的制定過程中，嘗試建構建設公司的目標客層及行銷策略與購屋者購買動機及決策準則具密切相關的命題假設，進而加以實證檢定，實證對象為臺中市七期重劃區之高層集合住宅市場。

This study examines the needs and satisfaction of buyers in the specific market of conglomerate tall structure houses. Furthermore, it analyzes the criteria of purchasing decision and the correlation between needs and criteria. In addition, this empirical study attempts to develop some hypothesis. By testing those hypothesis, this study draws some valuable conclusions for STP strategies.