Lifestyle Marketing Applications In The Residential Market

Lifestyle marketing is to pursue the lifestyle of consumers and appeal, by the company's product or brand evolved into a symbol of a way of life and even an identity, status, identification signs, and to attract consumers, establishing a stable consumption group purpose. Most residential real estate market segments from product perspective, even from the consumer point of view, but also largely remain in the geographic variables and social statistics variable phase. But with the maturing of the real estate market, the effectiveness of the original method of market segments is getting lower and lower. Consumer purchase is not only a simple place , but also needs a social affiliation, which is the consumer's values and lifestyle reflected. So, using lifestyle marketing in housing market is a useful exploration.In this paper, lifestyle marketing and research of the housing market has been combed, in this based, using CHINA-VALS model, Separated Ganzhou consumers in the residential market segment, and applied to the housing market in the process of marketing . This paper consists of six chapters, whose main contents are as follows:The first chapter introduces the research background, the purpose and significance of thesis content ,study methods, and the innovation;Lifestyle, VALS and CHINA-VALS model, housing market research studies is summarized in the second chapter ;Chapter III , analyzing the development process of China's housing market and problems, Ganzhou City housing market, and made a study the content and special of residential marketing;Chapter IV ,using CHINA-VALS model, based on a survey of Ganzhou City residential consumers, analyzed Ganzhou City residential market segment by spss13.0 and product analysis has been done according to each type consumer group.Chapter V, according to consumer lifestyles made marketing strategy for its analysis.The final chapter describes the conclusions of this paper and the research deficits.In this paper, basing on lifestyle marketing and CHINA-VALS model, marketing strategies and tactics of Ganzhou City housing market were tried analysis, hoping provide help and reference to companies for opening up the housing market .