Study On The Influence Of The Promotion Strategy Of Village Housing Industrialization On Consumers' Willingness To Purchase

China is known as the world's first building power,but China's construction industry has the problem of energy consumption and serious pollution.In order to alleviate the scarcity of resources such as energy and mineral resources in our country and to overcome the extensive and labor-intensive bottlenecks in the management of the traditional construction industry,China started to actively promote the industrialization of housing since 1999.In recent years,the industrialization of urban housing in our country has been phased development based on the government's formulating relevant policies and establishing demonstration projects.However,the traditional method of construction is still adopted in residential houses in villages and towns.The industrialization of residential houses in villages and towns is still in the stage of exploration and development.Theoretical studies on the industrialization of residential houses in villages and towns are still inadequate.The governments and enterprises in various towns and villages have not paid enough attention to residential industrialization.Based on this,I study the promotion of the development of housing industrialization of villages and towns through the comparative analysis and field interviews,so it can promote the development of rural housing and improve the quality of residential housing.The existing researches are mostly based on the static analysis and the subjective summary of case analysis and experience,and they are lack of quantitative and systematic research on the promotion strategies of housing industrialization in villages and towns,which leads to the lack of pertinence of relevant strategies and suggestions.Through the establishment of the road of housing industrialization in villages and towns to housing purchase,it will affect the intention to clear its role in the path.And you can develop more targeted village industrialization promotion strategy thought the use of quantitative analysis and verification methods.Based on the literature review and SWOT analysis methods,this paper defines the strategy of housing industrialization in villages and towns.According to the theoretical basis of consumer behavior theory,this paper establishes the promotion strategy of housing industry in villages and towns with perceived value as mediating variable and product involvement as adjusting variable,study on the impact of purchase intention on the research model and research hypothesis.The experimental process was established,the measurement items were determined for each variable in the model,the questionnaire was designed and implemented and tested,and the questionnaire was released and collected.The SPSS statistical software was used to carry out descriptive statistical analysis,reliability and validity analysis,regression analysis.In this paper,there are altogether twenty-seven hypotheses.Through empirical analysis,twenty-one hypotheses have been verified by empirical evidence and six hypotheses have not been verified by empirical evidence.And draw the following conclusion:(1)Adopting the promotion strategy for the industrialization of villages and towns has a significant positive impact on the purchase intention,and the policy strategy has the greatest influence.The regression results show that the impact of policy strategy has the strongest effect,followed by the technical strategy,market strategy and cost strategy.(2)Perceived value plays a part of intermediary role in the promotion strategy and purchase intention of housing industry in villages and towns.The verification hypothesis,that is,the promotion strategy of housing industry in villages and towns,can directly influence consumers 'willingness to buy,and it may also influence consumers' willingness to purchase through perceived value.That is to say,perceived value has some intermediary effects on promotion strategy and purchase intention of housing industry in villages and towns.(3)The degree of product involvement plays a part-regulating role in promoting the housing industrialization in villages and towns and purchasing intention,and there is no adjustment between the promotion strategy and the perceived value of housing industrialization in villages and towns.The degree of product involvement plays a regulatory role between the policy strategies,cost strategies,technical strategies and consumers' willingness to buy in the promotion of village housing industry.Product involvement in the village and town housing industrialization strategy to promote the strategy of marketing and consumer willingness to buy there is no regulatory role.Product involvement has no regulating effect on the promotion strategy and perceived value of housing industry in villages and towns.In view of the above conclusions,this paper puts forward the corresponding promotion strategies and recommendations for government departments and real estate enterprises,including:(1)policy and strategy,to increase publicity of the housing industry in rural areas,to enhance policy incentives and enrich the policy incentives;(2)cost Strategy,increase the life-cycle cost of advocacy theory,through the preferential policies to reduce the purchase price to expand domestic demand to generate economies of scale;(3)technology strategy,increase investment in research and development efforts to establish an information sharing platform,personalized customization;(4)market strategy,plus Large real estate business management,personnel training.