Today, Japanese housing manufacturers compete to produce net zero-energy-cost houses that are usually equipped
with some renewable energy technologies-e.g. a solar photovoltaic electric power generating system, a CO2 refrigerant
heat-pump water heater and a combined heat and power system. Interestingly, the manufacturers tend to install
these costly renewable technologies as standard equipment rather than options. To initiate and maintenance the sales
of their environmentally-friendly houses, the manufacturers bring into effect their quality-oriented production and useroriented
communication approaches. The manufacturers' way to commercialise their industrialised housing to some
extent reflects their high cost-performance marketing strategy. This paper somewhat reflects the learning outcomes of
the Zero-carbon PV Mass Custom Home Technical Mission to Japan that the first author organised in 2006 and 2007.
It is aimed at identifying the manufacturers' essential commercialisation strategies being applied for the niche-marketing
of their net zero-energy-cost housing.
Keywords : Zero-Energy Housing, Quality-Oriented Production, User-Oriented Marketing, Value Assurance, Cost-
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