Application Study On Housing Market Segmentation Model Based On Cluster Analysis

Market segmentation is base of target marketing, and also the beginning of market positioning. With rapid development of housing market, the competition in this industry is increasing. More and more enterprises realize the importance of market positioning. Accurate market position can help enterprises to achieve their sales target. However, the enterprises must study market segmentation of housing consumers firstly in order to choose target market and make market positioning.The paper gives a review to the market segmentation research from such aspects as research respective, market segmentation criteria and market segmentation method. Then the paper makes an analysis about the housing market development and point out the main problems enterprises in housing market faced with. In view of these problems the paper offers a kind of market segmentation model based on cluster analysis. This model contains the method of lifestyle market segmentation model and typical market segmentation criteria. It provides a kind of stereoscopic and deep analysis perspective.The paper applies the model to a market research of a residential scheme in Tianjin. With plenty of enquiry data, the author makes specific market segmentation analysis on the consumers of housing market in Tianjin. That application offers a new research method for housing enterprises.In a word, the research explores a new method of market segmentation model construction with typical market segmentation theory. Meanwhile, it offers housing enterprises operation method as reference. So the paper has both theoretical and practical significances.