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.