Research On Nanjing Commodity Housing Market Consumer Behavior

The real estate is a pillar industry of our country, it concerns the development of the whole national economy, especially the supply and demand situation of the market of commercial residential building is closely linked with our life directly, so go to understand from the micro aspect consumer behavior seem particularly important. This text is under the circumstances that the country is issuing the macro adjustment and control policy background of the real estate constantly, main urban area buy with the south commercial residential building personal characteristic and demand situation in the commercial residential building of consumer carry on investigation of market in Nanjing to three year such as will, analyze in influencing consumer's house-purchase factor, until macroscopic make policy, realtor commercial residential building confirm location and loan of commercial bank offer reliable basis for government. Divided into six parts on arranging in structure of this text. The main content is as follows: First of all, from three respects of microscopically environment, the investment situation of real estate market and commodity apartment market situation of the real estate market make comparative research to the whole country, Shanghai, Nanjing. Secondly, do the positive research to the consumer behavior influence factor of commercial residential building market of Nanjing. Mainly from two respect analysis of consumer's personal characteristic and commercial residential building demand. Consumer's personal characteristic including education , age , job , engaged in trade , family's monthly gross income , situation of relocation household and live in the area now, and the commercial residential building demand includes the house-purchase purpose , buy property frequency , house type demand , structural demand , house demand characteristic , house-purchase influence factor , sets of type area demand and price endurance ,etc. in the room. The next chapter introduces optimum yardstick and returns to the analytical method, to consumer's classification according to the frequency of buying property, draw family income, consumer job and engaged in trade influence consumer purchase house behavioral conclusion seriously. On this basis, set up the elastic model of demand income and combine the data analysis of market survey, the result indicates the commercial residential building of Nanjing is the necessities but not luxury goods at present. Finally, put forward the feasible policy recommendations which benefit sound development of real estate market of Nanjing, offer to government, realtor and commercial bank and consult valuably.