Consumer Purchase Behavior Based On Marketing Strategies

The Central Economic Work Conference has already made plans for economic development, which is continue to implement the proactive fiscal policy and a moderately easy monetary policy. This will be more positively maintaining to expand the scale of investment and consumption in the real estate, so from the whole point, the external economic environment is optimistic and stable. Therefore, real estate developers are facing the demanding market, so the reason for intense competition has been inevitable. Real estate developers need to re-examine the marketing strategies of residential products, which guided by customer demand, sought to stand out in a number of real estate consumers and win the largest share of the real estate market.This paper firstly introduces the background, aim of subject and meaning, and the research situation. Secondly, it analyses the influence factors of consumer behavior, and then it analysis the relationship between the factors of consumer behaviors and strategies of marketing, at last combined with the real estate market situation in Wenchang Hainan, in order to select the factor of individual consumer characteristic, the factor of consumer purchasing ability and factor of residential characteristic., which the questionnaire has designed based on and analyzing residential characteristics of consumer behavior. Then, obtaining market research data and selecting appropriate variables to build factor of consumer individual feature, factor of product purchase, factor of architectural features and factor of object characteristics, which used the principal component factor, cross-frequency analysis, correspondence analysis and optimal scaling regression to further analysis the consumer purchase behavior, and using information that we got to do the empirical analysis. In this paper, we can draw the conclusions on the behavior of buyers by the following four-pronged approach. From the questionnaire results showed us that from the perspective of housing affordability, there is a big difference between consumers from outside of province and inside, which specifically display in total monthly income, housing prices, the frequency of purchasing housing and the method of payment. Consumers from outside got more economic strength than the inside. From the view of personal characteristics, the consumers from outside got a main proportion, who generally got the age, and are generally middle class. Compared with the inside consumers, who are relatively young, and generally working-class, although some of them are middle class. From the view of demand for products, the needs of the outside are main to have leisure, residential and investment, while the inside demand for home-based living. Therefore, consumers from different places got different from the structure of purchase Unit and area requirements. Forth, in the view of architectural features consumer demand for housing decorate level and residential building style is the request.Based on the conclusions of which made an empirical analysis of the project, I analyzed and studied the marketing strategy, which the marketing strategy formulation is reasonable. First, the product strategy which can tell two parts:one is the target market is accurate, the other is that the product design and main model is accord with consumer demand; Second, the pricing strategy is reasonable, which is accord with the purchasing ability of target customers; Third, the channel strategy was choired the reasonable place for selling. For real estate enterprises, the strategies can be suggestion and operability.