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()()()()()()()()::oo843420039012202.I116IIIIIIVVABSTRACTWithrespecttothecharacteristicsofthebuildingconstruction,thequalitiesofthephasesofpositionofprojectproduct,planning,anddesignarecrucialtothesuccessesofmaterialpurchase,constructionandmarketing.Therefore,inordertostandoutandbecomefirst-rateinrealestateindustries,theobjectivessuchastheenhancementofthecompany’scompetitiveness,theimplementationoftotalorganizationreengineering,andtheimprovementofqualityawarenessofemployeesmustbereinforced.Inotherwords,thesegoalsmustbeimprovedgraduallyfromthestandpointofbothsystemandproductionprocesstoachievegoodresults.Atfirst,itisnecessarytogothroughproductpositionprocedureinunderstandingtherealdemandsfromhomebuyers’pointofviewinordertohaveanexcellentplanningoutcome.Asaresult,homebuyerswillbenefitfromtheseproducts;inreturn,therealestatecompanywillbecomeprofitableandcontinueitsgrowthaswell.Manyoftheresearchershadproposedthattheresultofqualitymanagementispositivelyrelatedwiththeorganizationperformance.Inthisstudy,thecharacteristicsofplanningoperationarediscussedtofindouttherelationshipsbetweenthebusinesstype,theproductpositionstrategy,andthequalitymanagementtoimprovetheplanningperformanceandtobeestablishedasareferenceforfuturestudiesinthisindustry.Themainmethodsusedinthisstudyareliteraturereview,questionnaireinvestigation,expertinterview,statistics,andmultivariateanalysis.Intermsoftheliteraturereview,theoriesandempiricalliteraturesfromdomesticandforeigncountriesrelatingtototalqualitymanagement,productposition,andproductplanningarecollectedandusedasthegroundworkforestablishingtheresearchframeinthisstudy.Inregardtoquestionnaireusedinthissurvey,itwasdesignedwithLikert/summatedscalesfirst.Furthermore,10high-levelmanagersthathavepracticalVIexperienceandacademicresearchersareinterviewedtoevaluatethequestionnairevalidityofthisstudy.Thentheinvestigationisimplementedagainbyusingthequestionnairesthathavebeenmodifiedbypretestanditemanalysis.Finally,thereare116validsamplestobecollected.Thequantitydataofthesesampleswereanalyzedtoconductstatisticandmultivariateanalysisusingmethodssuchasfactoranalysis,chi-squaretest,two-wayANOVAandmultipleregressionanalysis.Firstofall,operationmodesbasedontheirdegreeofverticalintegrationfromdomesticrealestateindustriescanbeclassifiedintothefollowingthreetypes:basic,complexandsustained.Byusingtheclusteranalysismethod,thesecompaniesarefurthercategorizedintotheactivetype,commontypeandpassivetypeaccordingtotheirdegreeofimplementationintheareaoftotalqualitymanagement.Inaddition,theyarealsogroupedintotheinnovationtypeandtheprogressivetypeinaccordancewiththeirdifferentstrategiesfordefiningproductposition.Then,accordingtothecharacteristicsmentionedabove,theyaredividedintogroupsforfurtheranalysis.Finally,thefollowingconclusionsarereachedafterconductingcomparativeinductionanalysisonthesegroups:1.Afterthechi-squaretest,itisfoundthatthereexistsacorrelatedpatternbetweenthedegreeofverticalintegration,totalqualitymanagement,andtheproductpositionfordomesticrealestatecompanies.Forcompaniesthatimplementactivetotalqualitymanagementandinnovativeproductpositionstrategy,theirdegreesofverticalintegrationtendtomovetowardthesustainedtype.However,itcanbeseenobviouslythatthereisadifferenceintermsoflocations.Thatis,duetothefactsthattherearemorenewly-developedbusinesscirclesandmorepublicfacilitiestobeconstructedinthesouthernareawithgreatercompetitionsamongthesebuildingcompanies,theproductpositionpatternforcompanieslocatedinthesouthernpartofTaiwanhasatendencytoutilizeamoreaggressiveandVIIinnovativestrategyascomparedwiththecompanieslocatedinotherareas.Itbecomesclearthattherealestatecompaniesshouldadoptactivelythestrategiesoftotalqualitymanagement,productpositionandsustainedpatterntoconfrontthehighlychangeableandcompetitiveenvironmentinthefuture.Therefore,theentiretyandthecontinuityoftheproductplanningandserviceoftheircompanieswillbepromoted.2.Afterthefactoranalysis,itisfoundthatdomesticrealestatecompanieshavefocusedthetotalqualitymanagementonfactorssuchasleadershipability,humanresourcemanagement,processmanagement,suppliers’management,continuousimprovementandinformationmanagement;whereastheirfocusontheproductpositionfactorsarecostplusvalue,objectclients,safeandmanagementandimageofresource.Moreover,theirfocusingfactorsonplanningperformancearetechnicalrepresentation,utilizationofproduct,conformityofbenefit,user’ssatisfactionandavailabilityofmaintenance.Thesefactorsmentionedabovehavealreadybeenestablishedbythisstudyasthescalingquestionnaireswiththeirreliabilityandvaliditybeingexaminedtohavepassedthetest;therefore,theycanbeusedasthereferencestoassessthedegreeofsatisfactioninexecutingthetotalqualitymanagement,formulatingthestrategyofproductposition,andplanningoperationresultfordomesticcompanies.3.Asmentionedabove,thereisasignificantandinteractiveinfluencebetweentheproductpositionpattern,thetotalqualitymanagementfactorsandtheplanningperformancefactorsforrealestatecompanies.Amongthesefactors,themostsignificantonesarestatedasfollows:(1)Inrespect