商品房消费者行为模式浅析

The Consumer Behavior Analysis in the Real Estate Project Marketing

本文依据马斯洛需求理论和大连市房地产消费者调查资料把房地产消费者分层,通过对各个层次消费者的动机、影响因素的分析,掌握目标市场的消费行为的关键因素,为房地产开发商的合理决策提供依据,促进房地产市场的健康发展。

Based on Maslove Demand model and some investigation information about real estate consumers in Dalian, this paper intends to segment these consumers and grasp the key factors of consuming in target market by the analysis of the consuming motivation and affecting factors of consumers at different levels, aiming at providing underlying for investors to make rational decision, and promoting the development of real estate market.