基于住房消费行为的房地产企业住宅开发策略研究
|
摘要
进入90年代,我国房地产行业获得了迅猛发展,城镇居民的消费行为对住宅市场的影响越来越明显,但房地产企业在住宅开发时仍固守原有策略,于是出现了诸如企业所开发出来的商品房不符合市场要求,缺乏住房消费行为调查,开发策略单纯,客户细分不足等等问题。进入2008年以来,房地产企业如何在准确判断居民住房消费行为特征和趋势的基础上找到相应的住宅开发策略,如何通过适应市场的住宅开发策略的实施在残酷的市场竞争中树立起自己的开发策略优势和取得胜利,已经成为摆在房地产企业面前的一个严峻课题。本课题就是在这样的背景下,对石家庄城市居民的住房消费行为和房地产企业住宅开发策略进行分析,并在此基础上对基于住房消费行为的房地产企业住宅开发策略进行了探索性的研究。
本文第二章对消费行为学和住宅开发策略相关理论进行了概述。第三章以石家庄居民为对象进行了住房消费行为问卷调查,通过问卷调查获得石家庄市居民人口统计学特征,并在此基础上构建起石家庄住房消费群体细分体系,得到11类住房消费群体,同时对不同住房消费群体的住房消费行为特征提出差异性假设,运用卡方检验、加权平均法和因子分析等统计方法对其进行了验证,从而得到石家庄11类住房消费群体的住房消费行为特征。第四章则在对石家庄市房地产企业的产生和发展过程进行简单概述之后,构建起住宅开发策略演变二维方格图,对过去20多年的石家庄本土房地产企业住宅开发策略演变过程进行具体分析,预测石家庄市住宅市场将更加细分化,房地产企业也将逐渐走上“双高”的住宅开发策略；在对石家庄房地产企业所面临的内外部环境进行了PEST和SWOT分析之后,提出了基于石家庄居民住房消费行为的五种房地产企业住宅开发策略,进行了概念介绍、提出理由分析以及当前石家庄现有楼盘情况分析,最后有针对性地提出一系列的住宅开发策略。第五章以卓达集团太阳城二期养老社区项目为例,对该项目的优势与劣势以及机会和威胁、所采取的开发策略进行了深入的分析,并对其为什么受到市场的欢迎进行了原因总结。
Into the 90's, China's real estate industry is the rapid development of urban residents consumption behavior of the impact on the residential market, more and more obvious, but in the residential real estate development enterprises was still stick to the original strategy, the emergence of such enterprises developed The commercial houses do not meet market requirements, lack of housing, consumer behavior survey, development strategy simple lack of customer segmentation and so on. Into 2008 has been how to accurately determine the real estate business residential housing characteristics and trends in consumer behavior based on the development of strategies to find appropriate housing, how to adapt to the market through the implementation of the residential development strategy in the brutal competition in the market and establish their own development strategic advantage and the victory has been placed in front of the real estate business a serious issue. The subject was in this context, on the Shijiazhuang urban housing and real estate business residential consumption behavior analysis of development strategies, and on this basis, the housing consumer behavior based on the real estate business residential development strategy of the exploratory study
In the second chapter of the consumer behavior and the theory of residential development strategy was outlined. Chapter III of Shijiazhuang residents object to housing consumer behavior survey questionnaire obtained by demographic characteristics, and built up based on the analysis of housing consumption in Shijiazhuang segmentation system, are 11 categories of housing, consumer groups, Meanwhile, consumer groups of different housing characteristics of the housing consumer behavior differences in assumptions made using the chi-square test, the weighted average method and factor analysis of their statistical methods were verified to be 11 categories of housing, consumer groups Shijiazhuang housing consumption behavior. The fourth chapter in the real estate company in Shijiazhuang City, the birth and after a brief overview of the development process, building from the residential development strategy of the evolution of two-dimensional grid map of the past 20 years, Shijiazhuang local residential real estate business development strategies for specific evolution analysis, forecasting Shijiazhuang City housing market will become more segmentation, real estate companies will gradually take the "double-high" of the residential development strategy; In Shijiazhuang, the real estate business and external environment facing the PEST and SWOT analysis carried out after the proposed Shijiazhuang-based consumer behavior of five kinds of residential housing residential real estate business development strategy, a concept introduced, reasons analysis and analysis of the current situation of Shijiazhuang, the existing real estate, and finally puts forward the development strategy. Chapter 2 to Zhuoda Corporation Sun City retirement community projects, for example, the project's strengths and weaknesses and opportunities and threats, the development strategy adopted by the in-depth analysis, and its Why was welcomed by the market reasons summarized.
本文第二章对消费行为学和住宅开发策略相关理论进行了概述。第三章以石家庄居民为对象进行了住房消费行为问卷调查,通过问卷调查获得石家庄市居民人口统计学特征,并在此基础上构建起石家庄住房消费群体细分体系,得到11类住房消费群体,同时对不同住房消费群体的住房消费行为特征提出差异性假设,运用卡方检验、加权平均法和因子分析等统计方法对其进行了验证,从而得到石家庄11类住房消费群体的住房消费行为特征。第四章则在对石家庄市房地产企业的产生和发展过程进行简单概述之后,构建起住宅开发策略演变二维方格图,对过去20多年的石家庄本土房地产企业住宅开发策略演变过程进行具体分析,预测石家庄市住宅市场将更加细分化,房地产企业也将逐渐走上“双高”的住宅开发策略；在对石家庄房地产企业所面临的内外部环境进行了PEST和SWOT分析之后,提出了基于石家庄居民住房消费行为的五种房地产企业住宅开发策略,进行了概念介绍、提出理由分析以及当前石家庄现有楼盘情况分析,最后有针对性地提出一系列的住宅开发策略。第五章以卓达集团太阳城二期养老社区项目为例,对该项目的优势与劣势以及机会和威胁、所采取的开发策略进行了深入的分析,并对其为什么受到市场的欢迎进行了原因总结。
Into the 90's, China's real estate industry is the rapid development of urban residents consumption behavior of the impact on the residential market, more and more obvious, but in the residential real estate development enterprises was still stick to the original strategy, the emergence of such enterprises developed The commercial houses do not meet market requirements, lack of housing, consumer behavior survey, development strategy simple lack of customer segmentation and so on. Into 2008 has been how to accurately determine the real estate business residential housing characteristics and trends in consumer behavior based on the development of strategies to find appropriate housing, how to adapt to the market through the implementation of the residential development strategy in the brutal competition in the market and establish their own development strategic advantage and the victory has been placed in front of the real estate business a serious issue. The subject was in this context, on the Shijiazhuang urban housing and real estate business residential consumption behavior analysis of development strategies, and on this basis, the housing consumer behavior based on the real estate business residential development strategy of the exploratory study
In the second chapter of the consumer behavior and the theory of residential development strategy was outlined. Chapter III of Shijiazhuang residents object to housing consumer behavior survey questionnaire obtained by demographic characteristics, and built up based on the analysis of housing consumption in Shijiazhuang segmentation system, are 11 categories of housing, consumer groups, Meanwhile, consumer groups of different housing characteristics of the housing consumer behavior differences in assumptions made using the chi-square test, the weighted average method and factor analysis of their statistical methods were verified to be 11 categories of housing, consumer groups Shijiazhuang housing consumption behavior. The fourth chapter in the real estate company in Shijiazhuang City, the birth and after a brief overview of the development process, building from the residential development strategy of the evolution of two-dimensional grid map of the past 20 years, Shijiazhuang local residential real estate business development strategies for specific evolution analysis, forecasting Shijiazhuang City housing market will become more segmentation, real estate companies will gradually take the "double-high" of the residential development strategy; In Shijiazhuang, the real estate business and external environment facing the PEST and SWOT analysis carried out after the proposed Shijiazhuang-based consumer behavior of five kinds of residential housing residential real estate business development strategy, a concept introduced, reasons analysis and analysis of the current situation of Shijiazhuang, the existing real estate, and finally puts forward the development strategy. Chapter 2 to Zhuoda Corporation Sun City retirement community projects, for example, the project's strengths and weaknesses and opportunities and threats, the development strategy adopted by the in-depth analysis, and its Why was welcomed by the market reasons summarized.
引文
[1]M.Menchik Empirically Validating Preference Measures, Environment and planning, [J].1972, (2):445-448.
[2]Mahlon R.Straszheim,Estimation of the Demand for Ur2ban Housing Services from Household Interview Data,The Review of Economics and Statistics [J].1973:1-8. (
[3]Olson,J.C.BcJacoby,J.Utilization in the Quality Perception Process.In Venkatesan,Proceeding of Research[J],1972:167
[4]Zeithaml,V.A.Consumer Behavior of Price,Quality and Value:A Means-End Model Synthesis of Evidence.Journal of Marketing[J].1988,52(2):22.
[5]Kotler, P.Marketing Management,9 th Edition, N. J.:Prentice Hall,1997 Richardson, P. S., A. S. Dick&A. K. Jain. Extrinsic and Intrinsic Cue Effects on Perceptions of Strore Brand Quality. Journal of Marketing[J].1994,58:28-36.
[6]Nelson, P. Advertising as Information.Joumal of Political Economy[M].1974,29-54.
[7]Lefkoff-Hagius,Poxanne&Charlotte H. Mason.Characteristic,Beneficial and Image Attributes in Consumer Judgments of Similarity and Preference. Journal of Consumer Research[J], 1993,20:100-110.
[8]Mantel,Susan Powell&Kardes, Frank R.The Role of Direction of Comparison, Attribute-Based Processing, and Attitude Based Processing in Consumer Preference. Journal of Consumer Research[J],1999,25 (3):335-352.
[9]Holak,S.L.&Lehmann,D.R.Purchase Intentions and the Dimensions of Innovation:an Exploratory Model. Journal of Product Innovation Management[J],1990,7:59-73.
[10]Veryzer,R.W.Tr,Discontinuous Innovation and The New Product Development Process. Journal of Product Innovation and Management[M],1998,15:304-321.
[11]Boyed, T. C&C. H. Mason. The Link Between Attractiveness of Extra-Brand Attributes and the Adoption of Innovation. Journal of the Academy of Marketing Science[J],1999, 27:306-319.
[12]Bilkey,W.&Nes,E.Country of Origin Effects on Product Evaluation. Journal of International Business Studies[J],1982,13:89-99.
[13]Payne,J.W.Task Complexity and Contingent Processing Information Search and Protocal Analysis[J].Organizational Performance in Decision Making:An Behavior and Human, 1976,16:66-87.
[14]Awan, K,J.Odling-Smee and M.Whitehead. Household Attributesand the Demand for Private Rental Housing. Economica[M].1982
[15]Berry,Brian J.L.and R.Bednarz.A Hedonic Model of Price and Assessnents for Single Family Homes in Chicago:Does the Assessor Follow the Market or the Market Follow the Assessor Land Economics[M].1975
[16]Haas, G.C. Sale Prices as a Basis for Farm Land Appraisal. Technical Bulletim 9. St. Paul: The University of Minnesota Agricultural Experiment Station[M].1922.
[17]Haas, G.C. A Statistical Analysis of Farm Sales in Blue Earth County, Minnesota, as a Basis for Farm Land Appraisal, Masters Thesis,the University of Minnesota[M].1922
[18]Butler,R.v.The specification of hedonic indexes for urbanhousing,Land Economics[M],1982
[19]Can,Ayse.Specification and Estimation of Hedonic Housing Price Models. Regional Science and Urban Ecomomics[J].1992,22(3).453-474
[20]Rosen,S. Hedonic prices and implicit markets:Product differentiation in pure competition. Journal of Political Economy[M].1974
[21]Mike Ferry. How to Develop a Six Figuer Income in Real Estate. Real Estate Edueation ComPany[M].1993
[22]Joyce L. Caughman. Real Estate Prospecting:Strategies for Famrnig Your Markets. Real Estate Edueation Company. Deabron Financial Publishing[M].1994
[23]虞晓芬.我国居民购房消费行为特征影响因素分析[J].中国房地产：2001,9：23-25.
[24]范勇华.住房消费行为研究：[N].重庆.重庆大学,2004.
[25]高炳华.我国住宅消费者购买行为的十大特征[J]..中国房地产,2001,1：24-26.
[26]德尔·霍金斯,罗格·J·贝斯特,肯尼斯·A·科尼.消费者行为学[M].北京：机械工业出版社,2003.
[27]符国群.消费者行为学[M].武汉二武汉大学出版社,2001.
[28]周帆.当代房地产策划方案解读[M].广州：广东经济出版社,2003.
[29]余源鹏.住宅开发产品策划[M].广州：广东经济出版社,2003.
[30]惠州市伟信物业有限公司[J].论房地产市场调研之消费者调查,2004
[31]陈道平,刘伟,基于微小型汽车市场的影响消费者购买行为的消费者特征分析[J],消费经济,2005,(3)：7172.
[32]向长江等,星汇园潜在购房者感知价值及购房意向调查[J],广州大学学报(社会科学版),2002.7：7175.
[33]张怀阳.上海市城市居民住房消费函数研究[D].浙江大学大学硕士论文,2005
[34]孙少锋.上海城市居民住房需求偏好与消费行为研究[D].暨南大学硕士论文,2004.
[35]王汝贵.小户型奏响住宅产品的主旋律.城市开发[J],2006,10：44-45
[36]王子岩,王彤.住宅设计的主流趋势.建筑论坛[J],2005,11：27-29
[37]李琦.生态住宅的现状与发展趋势.城市管理[J],2006,6：22-25
[38]李英姬.浅谈房地产营销策略.内江科技[J],2006,6：28-30
[39]毕建军.厦门住房消费行为分析[D].厦门大学硕士论文,2009.
[40]石凯,乐山市城市居民住房消费行为调查研究[D].西南交通大学硕士论文,2009
[41]刘大海,李宁,晃杨SPSS13.0统计分析从入门到精通[M].北京：清华大学出版社,2008.
[42]Frank R. Kardes著.马龙龙译,消费者行为与管理决策[M].北京：清华大学出版社,2003.
[43]范菊梅.基于生活方式视角的住宅市场细分研究[D].武汉科技大学硕士论文,2007.
[44]王韬.房地产开发项目市场定位研究[D]..武汉理工大学硕士论文.2006.
[45]陈晓明.住宅房地产项目前期策划研究[D]..重庆大学硕士论文.2007.
[46]周方.杭州市住宅市场供求关系与住宅产业政策分析[D].浙江大学硕士论文.2001.
[47]喻颖正,章伟杰,胡仲云.现代房地产营销全录[M].暨南大学出版社.2000年
[48]贾士军.房地产项目全程策划[M].广东经济出版社.2001.
[2]Mahlon R.Straszheim,Estimation of the Demand for Ur2ban Housing Services from Household Interview Data,The Review of Economics and Statistics [J].1973:1-8. (
[3]Olson,J.C.BcJacoby,J.Utilization in the Quality Perception Process.In Venkatesan,Proceeding of Research[J],1972:167
[4]Zeithaml,V.A.Consumer Behavior of Price,Quality and Value:A Means-End Model Synthesis of Evidence.Journal of Marketing[J].1988,52(2):22.
[5]Kotler, P.Marketing Management,9 th Edition, N. J.:Prentice Hall,1997 Richardson, P. S., A. S. Dick&A. K. Jain. Extrinsic and Intrinsic Cue Effects on Perceptions of Strore Brand Quality. Journal of Marketing[J].1994,58:28-36.
[6]Nelson, P. Advertising as Information.Joumal of Political Economy[M].1974,29-54.
[7]Lefkoff-Hagius,Poxanne&Charlotte H. Mason.Characteristic,Beneficial and Image Attributes in Consumer Judgments of Similarity and Preference. Journal of Consumer Research[J], 1993,20:100-110.
[8]Mantel,Susan Powell&Kardes, Frank R.The Role of Direction of Comparison, Attribute-Based Processing, and Attitude Based Processing in Consumer Preference. Journal of Consumer Research[J],1999,25 (3):335-352.
[9]Holak,S.L.&Lehmann,D.R.Purchase Intentions and the Dimensions of Innovation:an Exploratory Model. Journal of Product Innovation Management[J],1990,7:59-73.
[10]Veryzer,R.W.Tr,Discontinuous Innovation and The New Product Development Process. Journal of Product Innovation and Management[M],1998,15:304-321.
[11]Boyed, T. C&C. H. Mason. The Link Between Attractiveness of Extra-Brand Attributes and the Adoption of Innovation. Journal of the Academy of Marketing Science[J],1999, 27:306-319.
[12]Bilkey,W.&Nes,E.Country of Origin Effects on Product Evaluation. Journal of International Business Studies[J],1982,13:89-99.
[13]Payne,J.W.Task Complexity and Contingent Processing Information Search and Protocal Analysis[J].Organizational Performance in Decision Making:An Behavior and Human, 1976,16:66-87.
[14]Awan, K,J.Odling-Smee and M.Whitehead. Household Attributesand the Demand for Private Rental Housing. Economica[M].1982
[15]Berry,Brian J.L.and R.Bednarz.A Hedonic Model of Price and Assessnents for Single Family Homes in Chicago:Does the Assessor Follow the Market or the Market Follow the Assessor Land Economics[M].1975
[16]Haas, G.C. Sale Prices as a Basis for Farm Land Appraisal. Technical Bulletim 9. St. Paul: The University of Minnesota Agricultural Experiment Station[M].1922.
[17]Haas, G.C. A Statistical Analysis of Farm Sales in Blue Earth County, Minnesota, as a Basis for Farm Land Appraisal, Masters Thesis,the University of Minnesota[M].1922
[18]Butler,R.v.The specification of hedonic indexes for urbanhousing,Land Economics[M],1982
[19]Can,Ayse.Specification and Estimation of Hedonic Housing Price Models. Regional Science and Urban Ecomomics[J].1992,22(3).453-474
[20]Rosen,S. Hedonic prices and implicit markets:Product differentiation in pure competition. Journal of Political Economy[M].1974
[21]Mike Ferry. How to Develop a Six Figuer Income in Real Estate. Real Estate Edueation ComPany[M].1993
[22]Joyce L. Caughman. Real Estate Prospecting:Strategies for Famrnig Your Markets. Real Estate Edueation Company. Deabron Financial Publishing[M].1994
[23]虞晓芬.我国居民购房消费行为特征影响因素分析[J].中国房地产：2001,9：23-25.
[24]范勇华.住房消费行为研究：[N].重庆.重庆大学,2004.
[25]高炳华.我国住宅消费者购买行为的十大特征[J]..中国房地产,2001,1：24-26.
[26]德尔·霍金斯,罗格·J·贝斯特,肯尼斯·A·科尼.消费者行为学[M].北京：机械工业出版社,2003.
[27]符国群.消费者行为学[M].武汉二武汉大学出版社,2001.
[28]周帆.当代房地产策划方案解读[M].广州：广东经济出版社,2003.
[29]余源鹏.住宅开发产品策划[M].广州：广东经济出版社,2003.
[30]惠州市伟信物业有限公司[J].论房地产市场调研之消费者调查,2004
[31]陈道平,刘伟,基于微小型汽车市场的影响消费者购买行为的消费者特征分析[J],消费经济,2005,(3)：7172.
[32]向长江等,星汇园潜在购房者感知价值及购房意向调查[J],广州大学学报(社会科学版),2002.7：7175.
[33]张怀阳.上海市城市居民住房消费函数研究[D].浙江大学大学硕士论文,2005
[34]孙少锋.上海城市居民住房需求偏好与消费行为研究[D].暨南大学硕士论文,2004.
[35]王汝贵.小户型奏响住宅产品的主旋律.城市开发[J],2006,10：44-45
[36]王子岩,王彤.住宅设计的主流趋势.建筑论坛[J],2005,11：27-29
[37]李琦.生态住宅的现状与发展趋势.城市管理[J],2006,6：22-25
[38]李英姬.浅谈房地产营销策略.内江科技[J],2006,6：28-30
[39]毕建军.厦门住房消费行为分析[D].厦门大学硕士论文,2009.
[40]石凯,乐山市城市居民住房消费行为调查研究[D].西南交通大学硕士论文,2009
[41]刘大海,李宁,晃杨SPSS13.0统计分析从入门到精通[M].北京：清华大学出版社,2008.
[42]Frank R. Kardes著.马龙龙译,消费者行为与管理决策[M].北京：清华大学出版社,2003.
[43]范菊梅.基于生活方式视角的住宅市场细分研究[D].武汉科技大学硕士论文,2007.
[44]王韬.房地产开发项目市场定位研究[D]..武汉理工大学硕士论文.2006.
[45]陈晓明.住宅房地产项目前期策划研究[D]..重庆大学硕士论文.2007.
[46]周方.杭州市住宅市场供求关系与住宅产业政策分析[D].浙江大学硕士论文.2001.
[47]喻颖正,章伟杰,胡仲云.现代房地产营销全录[M].暨南大学出版社.2000年
[48]贾士军.房地产项目全程策划[M].广东经济出版社.2001.