当前消费者购房意愿的因素研究

文档编号:YX123 文档字数:19418,页数:30

当前消费者购房意愿的因素研究—基于丽江公寓的客户分析

摘要
  “绿城·丽江公寓”开发以来，面临着激烈的市场竞争，要获得市场赢得客户，必然要求与之相适应的营销策略。而当前的营销模式诸多方面存在不足。本文在理论分析的基础上通过问卷调研的方式研究了丽江公寓目标客户对房产偏好及其影响因素进行了分析研究，并利用营销组合理论提出了丽江公寓有关营销策略的相关建议。

关键词：营销、房地产、促销
 
ABSTRACT

 After the development of  Green city Lijiang Apartment,it faces fierce market competition. If it wants to appeal customers to win market, it needs to have the relevant matketing strategies. But the recent marketing models exist many deficiencies. First, the author does some surveys about the target customers, and makes a careful division of the real estate marketing in Hangzhou. Then analysis the fond of the products of local customers in different levels of income and culture, and determines the target customers of Lijiang Apartment. After that, the author gives a full special scheme, uses the theory of marketing combination, studies the marketing position, price and promotion strategies of Lijiang Apartment. And finally to achieve the practical application of marketing strategies.
 
Keywords： marketing, Real estate, promotion

目 录
第一章  引言 1
 第一节  研究背景和研究目的 1
 第二节  研究方法 1
 第三节  主要创新点 2
第二章  文献综述 3
 第一节  住房消费影响因素的相关研究 3
 第二节  住房消费需要 6
第三章  影响购房意愿因素的实证分析 10
 第一节  影响购房意愿的理论分析 10
 第二节  问卷设计与说明 12
 第三节  实证结果与分析 12
第四章    对策建议 19
【参考文献】 25
附录：绿城•丽江公寓客户交流表 26

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