基于住宅消费价值需求的营销策略研究-土地资源管理专业论文.docxVIP

摘要摘要 摘要 摘要 世纪之交的中国住宅市场正在进入一个全新的发展阶段：买方市场逐渐形 成、消费者需求日趋复杂；市场高度细分、没有任何一个产品或卖点能够立于 长胜之地；传统营销手法渐似失效、市场急需营销理念更新。尽管需求和供给 两种力量继续主导着经济，但交易本质的变化已远远超出我们的认识。在这种 环境下，新兴的消费者价值理论为新一轮住宅竞争提供了鲜活的力量。本文试 图从住宅消费价值需求出发，通过建立价值需求研究框架，找出影响现代消费 者购房行为的价值需求元素，为开发商细分住宅消费者、定位目标消费群提供 一套分析思路和方法。 本文的研究重点主要在： i、探讨住宅消费行为的价值驱动过程及影响因素，从理论角度分析价值行 为导向的形成机理。 2、提出一套完整的住宅消费价值需求研究框架，并在实证分析的基础上得 出无锡住宅市场的价值需求特征。 3、实证研究结果还得出165个样本群基于内在价值需求可以划分为三类消 费群，分别为“保守节俭型”、“优雅品位型”和“追求时尚型”。三类消费群在 人口统计特征和需求行为特征上存在较为明显的区别。 关键词：住宅营销，价值需求，价值体系，消费者细分 ABSTRACTTurn ABSTRACT Turn of the century,the housing market of China has been stepping into the new development stage：a buyer。S market gradually formed，consumer demand becomes more and more conplex；higIl segmentation of market that no housing or selling point to be welcome forever；the invalidity of tradition skills calls for renewing the marketing theory urgenfly．Although economy is still lead by need and supplythe change of trading’S nature has been far beyond OUr understanding．In such backgrund， the consumer value theory developping in recent years has provided a new thought for housing competitions．With the research angle of value demand in house consumption，the thesis attempts to find out the value demands which affect the house buying behavior of modern consumers by building a analysis framework In order to provide China’S real estate a set of STP method． This thesis mainly focuses on the followings： 1、Make an approach to the process of house buying behavior driven by value and the influencing factors happened as to analyse the mechanism of value—oriented behavior with the theoretical angle． 2、Put forward a set of entire analytical framework of vlaue demand in house consumption．Prove the model and find out the value demand character of housing market in Wuxi． 3、The result of clustering ayalysis accordingly revealed three different dusters based on value demand，respectively named“Conservative buyers”、’’elegance tasters’’and“fashion seekers”．In addition，the result demonstrated t