| In recent years,with the speeding up process of urbanization and structural adjustment of industry in XI'AN,the real estate industry has been developed rapidly.The continuous growing of national economy and upgrading of consumption structure have also provided high-speed developing opportunities for the industry of real estate.In the market economy,it has become a focus that improving competitiveness of real estate by analyzing factors of competitiveness,studying the consumer's habits to identify the key factors in consumers' buying and then mastering consumption hot and trend.Through making full use of convenient conditions bring by the information technology However,the research on products and consumers—two important field in market economy for enhancing competitiveness of real estate enterprises should be paid more attention.Seeing from the current research on real estate markert in XI'AN,the previous studies more focus on the supply side,but recently the demand features of consumer have been got increasing emphasis.Although consumer's demands may change constantly with factors such as socio-economic development,their basic needs still have the relative stability,or show some stability of the trend in a short period.Therefore,based on the empirical investigations and questionnaire surveys,the paper proposes the two-factor theory and analyze consumer evaluations on demand factors of products,in order to find out the factors which affect competitiveness of the real estate enterprises in XI'AN and make references to improving products' competitiveness of the real estate enterprises in XI'AN.This paper finds out the key house-purchasing factors which have different importance for different consumers through studying residential consumer survey in XI'AN by using SPSS statistical analysis tools.Through the systemic investigation on competitiveness of the real estate enterprises in Xi'an,this paper uses two-factor theory and divides the competitiveness factors of the real estate enterprises' products into two categories,that is,the basic factors and competitive factors of products.It has been proved that the basic factors of real estate products mainly include the general quality of building,apartment structure, community safety,community planning,property management,enterprise after-sales service and other factors,and the competitive factors of real estate products mainly include the high quality of residential building,environmental- protection materials,appreciation potential, location,internal and external facilities,and the surrounding environment and community tastes,building developers' strength and credibility,and so on.We also find these factors vary by different gender,age,income and qualifications. |
