房地产市场营销中客户消费心理与.docx

房地产市场营销中客户消费心理与.docx

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房地产市场营销中客户消费心理与

房地产市场营销中客户消费心理与

营销策略研究

重庆大学硕士学位论文

学生姓名:

冯伟

指导教师:

刘玉峰副教授

专业:

管理科学与工程

学科门类:

管理学

重庆大学建设管理与房地产学院

二O一一年五月

StudyonConsumerPsychologyand

MarketingStrategyinRealEstateMarketing

AThesisSubmittedtoChongqingUniversity

inPartialFulfillmentoftheRequirementforthe

DegreeofMasterofEngineering

By

FengWei

SupervisedbyAss.Prof.LiuYufeng

Major:

ManagementScienceandEngineering

FacultyofConstructionManagementandRealEstateof

ChongqingUniversity,Chongqing,China

May,2011

+富任石

丁I司3z

本文研究的问题是基于客户消费心理分析的房地产市场营销策略，以建立科

学的、严谨的房地产市场营销方法，制定有效的营销方案，挖掘房地产市场的价

值，提高企业的各种效益，希望能够对房地产企业在市场营销的实际操作过程中

有一定的借鉴意义。

自20世纪五十年代起，人们对于房地产市场营销策略进行了广泛的研究。

期

间，一些直接的或间接的房地产市场营销策略研究成果不断问世。

然而，已有的

营销策略研究大多局限于营销策略本身，而非从消费者消费心理的角度来看待营

销策略，从而造成一些房地产企业在制定营销策略上的种种意识误区。

基于此，

本文提出基于客户消费心理制定营销策略的命题，力求为房地产企业成功制定有

效的营销策略提供新的视野。

基于客户消费心理分析的房地产营销策略研究，主要探讨客户消费心理和制

定房地产市场营销策略之间的关系。

文章首先分析我国房地产市场营销的现状以

及市场营销战略体系，然后对客户消费心理和房地产市场营销相关概念进行梳理

和归纳，从消费者与房地产市场营销的互动模式以及房地产市场营销对客户消费

心理的影响具体探讨客户消费心理与制定房地产市场营销策略之间的内在关联，

提出房地产企业在制定营销策略中的产品策略、销售渠道策略、价格策略和促销

策略的过程中容易出现的问题，并在此过程中给出基于客户消费心理的产品策略、

销售渠道策略、价格策略和促销策略。

文章最后运用全文的设论，对重庆市巫山

县项目“江临天下”营销策略的制定进行实证性研究，期望能为我国房地产企业

在以后的营销策略的制定过程中提供某些借鉴，从而实现满足客户消费心理与营

销策略合理制定的双赢格局。

关键词:

客户消费心理，房地产市场，营销策略

ABSTRACT

Inthispaper,theproblemispsychologicalanalysisbasedonconsumerspending,

therealestatemarketingstrategiestoestablishascientific,rigorousrealestate

marketingmethods,developeffectivemarketingprogramstomaximizethevalueofthe

realestatemarkettotap,andimprovingthevariouskindsofbenefits,realestate

companieswanttobeabletopracticeinthemarketingprocessofacertainreference.

Sincefiftyyearsofthe20thcentury,thepeoplemarketingstrategyforthereal

estatemarketmoreandmoreextensiveresearch.Period,somedirectorindirect,real

estatemarketingstrategyresearchresultscontinuetocomeout.However,moststudies

havebeenlimitedtomarketingstrategymarketingstrategyinitself,ratherthanfromthe

consumerperspectiveonmarketingstrategy,resultinginanumberofrealestate

companiesinthedevelopmentofmarketingstrategy,alltheawarenesserrors.Basedon

this,thispaperbasedontheclienttodevelopmarketingstrategyconsumerpsychology

proposition,andstriveforasuccessfulrealestatecompaniestodevelopeffective

marketingstrategiestoprovideanewperspective.

Psychologicalanalysisbasedonconsumerspending,realestatemarketingstrategy

research,whichfocusedonconsumerspending,therealestatemarketpsychologyand

developtherelationshipbetweenmarketingstrategy.Thepaperfirstanalyzesthestatus

ofrealestatemarketingandmarketingstrategysystem,thenthecustomerandreal

estatemarketing,consumerpsychologytosortoutandsummarizetherelevantconcepts

basedonconsumerandrealestatemarketingfromtheinteractivemodelandrealestate

marketing,consumerpsychologyofthecustomerofthecustomerspecificconsumer

psychologyandmarketingstrategytodeveloptherealestatemarketinterlinkages

between,Putforwardinthedevelopmentofmarketingstrategiesrealestatecompanies

intheproductstrategy,channelstrategy,pricingstrategiesandpromotionalstrategiesin

theprocesspronetoproblems,andintheprocessgivestheconsumerpsychologyof

productsbasedoncustomerstrategy,channelstrategy,pricingstrategiesand

promotionalstrategies.Finally,basedontheuseofthefulltextofWushanCounty,

ChongqingCity,theproject"Jungtemporaryworld"marketingstrategyformulationdo

empiricalresearch,hopeforthefutureofrealestateenterprisesintheprocessof

formulatingmarketingstrategytoprovidesomereference,inordertoachievea

reasonablemarketingstrategytomeettheconsumptionandthedevelopmentofwin-win

situation.

Keywords:

Customerconsumerpsychology,Therealestatemarket,Marketingstrategy

目录

中文摘要..........................................................................................................................................I

英文摘要..................................................................................................................................……II

1绪论.........................................................................................................................................1

1.1研究背景.............................................................................................................................……1

1.2研究目的及意义.......................................................................................................................1

1.3国内外研究现状.......................................................................................................................2

1.3.1国外研究现状....................................................................................................................2

1.3.2国内研究现状....................................................................................................................3

1.4研究思路和方法.................................................................................................................……5

2我国房地产市场营销现状..............................................................................................7

2.1我国房地产市场营销的发展及现状.................................................................................……7

2.1.1我国房地产市场营销的发展............................................................................................7

2.1.2我国房地产市场营销的现状............................................................................................7

2.2我国房地产市场营销策略体系现状...............................................................................……to

2.2.1我国房地产市场营销策略体系举例..............................................................................to

2.2.2我国房地产市场营销策略体系分析..............................................................................12

2.3我国房地产市场营销策略中存在的问题.............................................................................13

3消费心理与房地产市场营销.......................................................................................15

3.1消费者与消费心理...........................................................................................................……15

3.1.1消费者分类......................................................................................................................15

3.1.2五种主要消费心理..........................................................................................................15

3.1.3影响消费者购房心理的主要因素与分析......................................................................17

3.2房地产市场营销...............................................................................................................……18

3.2.1房地产市场及特征....................................................................................................……18

3.2.2房地产市场营销及特征............................................................................................……19

3.2.3房地产市场营销战略分析步骤......................................................................................20

4消费心理与营销策略的内在关联............................................................................23

4.1消费者与营销策略的互动模式.............................................................................................23

4.1.1房地产产品识别..............................................................................................................24

4.1.2房地产产品体验..............................................................................................................24

4.1.3房地产产品联想..............................................................................................................25

4.1.4房地产产品印象..............................................................................................................25

4.1.5房地产产品传播..............................................................................................................25

4.2营销策略对消费者的心理作用.............................................................................................26

4.2.1识别导购功能..................................................................................................................27

4.2.2降低风险功能..................................................................................................................27

4.2.3契约信任功能..................................................................................................................28

4.2.4展示个性功能..................................................................................................................28

4.3营销策略对消费心理的影响.................................................................................................28

4.3.1潜意识影响......................................................................................................................28

4.3.2自我形象影响..................................................................................................................29

4.3.3房地产产品视觉形象影响..............................................................................................30

5基于客户消费心理营销策略的制定.......................................................................31

5.1基于客户消费心理产品策略的制定.....................................................................................31

5.1.1房地产产品策略..............................................................................................................31

5.1.2产品组合策略..................................................................................................................31

5.1.3产品品牌策略..................................................................................................................32

5.1.4基于客户消费心理的产品策略......................................................................................32

5.2基于客户消费心理价格策略的制定.....................................................................................33

5.2.1房地产价格构成.....................................