Research On The Connotation And Demand Of High-Quality Housing From The Perspective Of Consumers

China has already entered the stage of high-quality development.Promoting the development of high-quality housing not only caters to people’s requirements for a better living life,but also helps to realize the supply-side structural reform from quantity oriented development to quality oriented development in the field of housing construction.Therefore,on the one hand,it is necessary to complete the connotation of high-quality housing,so as to provide theoretical support for establishing and perfecting the relevant standard system and optimizing the design framework of housing products.On the other hand,it is necessary to deeply study the market demand of high-quality housing,so as to provide reference for real estate enterprises on the decision of transforming strategy from focusing on scale to focusing on quality,and to drive the high-quality transformation of the real eatate industry by using market forces.This paper takes high-quality housing in Chinese cities as the research object,and focuses on one of the market subjects: the consumer.Firstly,based on standards,literature and industry practice research,from the perspective of consumers,this paper establishes the demand element system of high-quality housing,puts forward the quality improvement idea combining both of the residential demand and the element list,and systematically combs the realization paths of comprehensive improvement of housing quality.Secondly,this paper uses the Contingent Valuation Method to carry out the market demand research of high-quality housing in 8 cities of China,collects information from potential home buyers,such as the satisfaction with living conditions,the attention to living environment elements,and the willingness to pay related to the improvement of housing quality.Then,this paper calculates the quality improvement premium of different housing characteristics,and explores the impacts of consumer characteristics on willingness to pay based on regression analysis.In this paper,the conclusions are as follows:(1)Residential demand can be divided into 8 dimensions,and the living environment covered by high-quality housing can be disassembled into 26 elements.The two-dimensional system combining both of the residential demand and the element list,can provide new ideas for the connotation discussion and realization paths combing of the comprehensive improvement of housing quality.(2)Based on the degree of satisfaction of residents,residential aging facilities,residential children’s facilities and smart home system are the short boards of current housing quality development.(3)For each housing characteristic,the quality improvement from the basic state to the ideal state will earn a premium equivalent to about 2%-4% of the basic house price.(4)Consumer characteristics such as gender,age,education level,family structure,family income level,satisfaction with living conditions,subjective cognitive attitude and purpose of purchase have impacts on the willingness to pay for high-quality housing.Some suggestions are derived from above findings.(1)When deploying the improvement of housing quality,real estate enterprises can take better meeting 8 types of residential demand as the core goal,then disassemble and implement the work to 26 living environment elements.(2)According to the premium estimation results of the quality improvement of each housing characteristic in each city,real estate enterprises should take necessary measures to control the incremental cost and seek the optimal economically feasible solution between the supplier and the consumer.(3)For the highquality housing focusing on comfort and health,real estate enterprises should carry out targeted marketing to consumers who are married,with a medium or high level of education,living with the elderly or regarding family-based elderly care as one of the purchase purposes,dissatisfied with the current situation of indoor physical environment.(4)Relevant government departments should establish and improve the official design and evaluation standards of high-quality housing,and establish a corresponding hierarchical certification system.(5)Relevant government departments should take measures to make up for the three short borads of housing quality development:residential aging facilities,residential children’s facilities and smart home system.