顺应消费者心理需求的楼盘命名研究

A Study on Naming Real Estate Properties for Meeting Consumers’ Psychological Needs

楼盘名称具有广告功能,置业者可以从楼盘名称中获得对楼盘的第一印象。房地产商对楼盘的命名自然要顺应消费者的心理需求,才能激起购买欲望,促成购买行为。通过对六安市的楼盘名称进行文本分析,再加上国内其他城市楼盘名称的相关数据,发现一些从消费者角度进行楼盘命名的规律:名称音节数量和文字组合规律、多以开发商名为前缀、“洋名化”、满足炫耀心理和文化高雅的需求、凸显幸福吉祥的传统心理和自然景观、迎合消费者的购买动机。因此,房地产商在命名时要突出楼盘的定位,满足不同人群的心理需求。

The name of real estate has the advertisement function, which can make home buyers obtain the first impression from the name of properties. It’s natural for real estate developers to comply with consumers’ psychological needs when naming properties, which can stimulate the desire to buy and promote the purchase behavior. This paper makes an textual analysis on the property name in Lu’an by combing with relevant data from property names in other cities, and find some regularities of naming properties from the viewpoint of consumers: the number of syllables and words formation rules, taking the name of developer as the prefix,“giving English names”, showing-off psychology and meeting the need of cultural elegance, highlighting the traditional psychology of happiness and auspiciousness and the natural landscape, catering to consumers’ purchasing motivation. Therefore, real estate developers should highlight the positioning of properties and meet the psychological needs of different groups when giving the name to the properties.