Research On Existing Customers' Segmentation And Preference Choice Of Centralized Long-rented Apartment

Many factors such as industry development,population migration,policy dividends and customer demand are promoting the development of the centralized long-rented apartment market.However,the development of centralized long-rented apartment is still in the early stage.There are many problems such as customers' type,incomplete customer classification standard and product homogenous seriously now.The reason for the phenomena are that the market lacking in-depth research on customers.The market doesn't understand the type of customers and their living attitude,and doesn't understand the consumption preference of each type of customer.Based on the above phenomena,considering the development of the centralized long-rented apartment is still in the early stage.In this paper,we consider existing customers as research objects,based on the customer's life form exploring the types of existing customers,then combining customers' type and consumption preference to explore the preference between different types of customers.Thus,we can understand customers deeply,taking customers as the center to promote stably and healthily development of the centralized long-rented apartment market.Firstly,the paper defines the subject of research.Through literature research,understanding the research and market development status of centralized long-rented apartments,and then summarizing the research status,the concept definition and analysis methods of customer segmentation and customer preference.Then,we propose to use the customer's life form as the classification standard of the existing customers living in the centralized long rented apartment.Then combining the most mature application AIO model with the China-VALS model which is suitable for the national conditions of China to build a measurement model of the customer's life form.By referring to the literature of customer preferences of housing market and combining the development status and product characteristics of the centralized long-rented apartment market,the measurement index of customer preferences is constructed,and the self-importance method is used as a measurement method of product preferences.Then,according to the principle of questionnaire design,a questionnaire covering three parts including customer's personal information,life form and preference selection is compiled.Through in-depth interviews with eight centralized long-rented apartments,the questionnaire is optimized with customer feedback.Then,based on the questionnaire survey of the three centralized long-rented apartments which have been opened more than half a year in Chongqing and the rentals are above 95%,after recovering the data,they are divided into 6 categories by cluster analysis which are named "personality and quality type","tide and health type","extrovert type","free fashion type","free and fashion type"."Fashion and enjoying type" and "career striving type".Through the relevant analysis of the different customers of the 5 preference factors "architectural design","external facilities","daily service","neighborhood association","peripheral matching" have different bias.Finally,based on the research findings,we put forward relevant countermeasures and suggestions for projects and operators.