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Alternative TitleA Study of Market Segmentation on Commercial Housing Purchasing Groups
李倩1; 高金金1; 陈毅文1
Source Publication人类工效学
Contribution Rank1
Abstract目的:将人口统计学变量与生活方式变量结合起来对商品房购房群体进行市场细分研究。方法:采用深度访谈法及问卷法,对北京市商品房购房群体特征及购买偏好进行调查。结果:将商品房购房群体通过生活方式变量划分为四个细分群体,工作积极群、社交休闲群、家庭自我群、中庸理性群。结论:商品房购房群体特点倾向于年龄较大,职业偏向于中高层管理人员且家庭收入较高,家庭状况为已婚。不同细分群体购房者在人口统计变量以及商品房购买偏好中有显著差异。; Objective : We combined demographic variables with lifestyle variables to make a study of market segmentation on commercial housing purchasing groups. Methods: Focus on the characteristics of Beijing commercial housing purchasing groups and their purchasing preferences using in - depth interviews and questionnaires. Results: The aimed market was segmented into four different market segmentations by lifestyle variables: positive working group, social leisure group, family self group and mean rational group. Conclusions : The characteristics of commercial housing purchasers tend to older, middle and senior management personnel, high income family and married people. We found that demographic variables and consumer purchasing preference have significant differences among market segmentations.
Keyword商品房 市场细分 购房群体 生活方式 购房偏好 消费心理
Funding Organization中国科学院知识创新工程重要方向项目(KSCX2-Yw-R-130)
Document Type期刊论文
Corresponding Author陈毅文
Affiliation1.中国科学院心理研究所,北京 100101
2.中国科学院 研究生院,北京 100049
Recommended Citation
GB/T 7714
李倩,高金金,陈毅文. 商品房购房群体市场细分研究[J]. 人类工效学,2012,18(1):001-006.
APA 李倩,高金金,&陈毅文.(2012).商品房购房群体市场细分研究.人类工效学,18(1),001-006.
MLA 李倩,et al."商品房购房群体市场细分研究".人类工效学 18.1(2012):001-006.
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