在企業經營中，策略的制定是重大的決策，而要制定策略則須考慮競爭行為的影響。市場上的資訊可以幫助策略擬定，利用市場訊號來看市場上的資訊與競爭應該可以使得經營者更瞭解競爭的現象。而有關市場訊號的作用並為有共識，因此本研究想利用預售屋為研究對象，探討以下問題：

一､在預售屋市場中，廠商是否會考慮競爭者市場訊號發放之影響？

二､廠商對競爭者市場訊號處理過程為何？

三､廠商對競爭者市場訊號的反應為何？

四､廠商對市場訊號的反應受到那些因素的影響？

經由市場訊號相關理論､訊號反應以及遊戲理論等文獻的探討，得到本研究的觀念架構，最後再由個案的訪談與分析中，與觀念架構的互相印證，得出本研究的命題

。而本研究主要結論如下：

一､預售屋市場中，銷售業者會隨時注意競爭者，而且競爭者的影響在整個推案期間都會存在。

二､訊號內容的不利程度是公司評估訊號的重點。

三､在整個訊號反應過程中，發射者特性與接收者特性會都會對於反應過程有所影響。

四､反應可以用形態､量與速度三個構面來表示。

並且對管理者提出建議：

一､瞭解各種不同的訊號可能引起的反應，有助於對決策的制定。

二､對於本身的反應速度，如果想要有更快反應的能力，可從減少組織惰性與增加外部導向著手。

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