Research On Market Segmentation Of Domestic Realty Industry

With the rapidly development of realty market of China, domestic realty market has stepped into buyers' market phases. The consumption needs of realty market are presenting more differentiated, the characteristics of consumption such as: diversification and individuation are emerged evidently.The traditional illegible realty market conception in last decades has already could not meet the needs of current market conditions. For avoiding the competition caused by homogeneity and price war, it have to be taken into consideration by realty developers, that there must be new vision points on marketing of realty products, to specify fitful target market and brand orientation, to employ STP-(Segmenting, Targeting, Positioning), to erect its own brand figuration and to survive from the ferocious contending. All these processes are based on a key procedure: Segmenting of realty market.This thesis is mainly focused on realty market segmentation that based on enterprises behaviors in industrial economics and marketing theories, for affording theoretic basis for pushing business and sales strategies of target market about domestic realty product.Main research objects and outcomes of this thesis are as follow:1. The targets and significance about Segmenting of domestic realty market are analyzed and elaborated.2. Factors that largely impact the consumption of realty are analyzed systematically, such as: population, social economy and culture. In further, different choices between habitations and commercial buildings that led by these factors are deducted.3. The standards and methods about segmentation of habitations and commercial buildings market are researched theoretically, and corresponding results are achieved.4. The current status and shortage and prospect of reality market in our country are concluded and summarized. Furthermore, the internal realty Segmenting sub-markets that have valuable potential at present are pointed out.