Study On Housing Market Segmentation Based On The Angle Of Lifestyle

To adapt to the increasingly market competition and improve competition of real estate enterprises, corporations have to make investigation on the market and adopt scientific method to carry out real estate marketing strategies. However, the enterprises must study market segmentation of housing consumers firstly, if they choose target market and institute marketing strategies correctly.In view of this question, the article used the theory of market segmentation and related lifestyle in consumer's behavior, integrated actual circumstances of Chinese housing market, and studied how to use the theory of lifestyle to subdivide Chinese housing market.The first chapter introduced the background and significance of research, and elaborated the status quo at home and abroad related housing market segmentation.The second chapter described the housing market characteristics, classification, as well as the development conditions of Chinese housing market, and analyzed the main problems of domestic enterprises in the market which combined with the actual housing development enterprises, particularly in marketing segmentation's and marketing position's aspects.The third chapter analyzed the segmentation's status of Chinese housing market, and focused on analyzing and evaluating the method of segmentation by housing policy and social class. At last it pointed out their strengths and weaknesses.The fourth chapter subdivided Chinese housing market by using method of lifestyle in market segment and integrated actual housing consumption in China. The chapter divided Chinese residential consumers into eight groups and described their housing purchase, features of consuming behavior, then it proposed different marketing strategy to various colony. This part is the focal point of this thesis.The fifth Chapter enumerated the research results and shortness of this article, and proposed the further problems.