经济转型背景下住宅类房地产消费行为影响因素

Influential Factors of Residential Real-Estate Consumer Behavior against Economic Transformation Background

随着经济的转型升级,住宅房地产的投资属性已经逐渐被其消费属性所替代,房地产企业已经开始关注住宅类房地产的营销问题。有效营销的基础是消费者行为研究,对转型期住宅类房地产消费行为影响因素的研究显得尤为重要。其目的就是要为营销管理提供依据,使房地产企业可以进行有的放矢的营销。通过文献研究、观察及住宅类房地产内外部因素的结构化研究等方法可以发现:经济转型背景下,影响住宅类房地产消费行为的内部因素和外部因素都在发生变化。内部因素主要包括消费者动机、消费者态度和消费者自我概念;外部因素主要包括相关群体状况、社会阶层状况、文化状况和家庭状况。

The investment property of residential real estate is gradually replaced by consumption property with the transformation and upgrading of the economy,and the real estate enterprise has begun to pay attention to the market of residential real estate.The base of effective marketing is consumer behavior research,so it is important to study the influence factors of residential real estate consumer behavior in the period of the economic transformation.The purpose of study is to provide a basis of marketing management for real estate enterprises,so they will have a better targeted marketing.Through the research and observation to literature information,and the structure research of the internal and external factors on residential real estate market,the research indicates that the internal and external factors are changing which influence the residential real estate consumer behavior in the period of the transformation economy.The internal factors consist of consumer motivation,attitudes,and self-concept.The external factors consist of related group,sociology,education background,and family status.It is important to study these factors for residential real estate marketing.