Research On Customer Attributes And Consumption Characteristics Of Residential Commercial Houses

In recent years,with the increasing regulation of state policies in the real estate market,the Central Economic Work Conference in 2016 and the19 th CPC National Congress report in 2017 have repeatedly emphasized the position of insisting that " houses are used for living,not for speculation".After returning to the residential properties of housing,the development environment of real estate development enterprises has become more severe and the competition among enterprises has become more and more fierce.This makes the real estate development enterprise urgently need to strengthen the property of the buyers of residential commercial housing and their consumption characteristics and preferences in the process of purchasing,in order to improve its ability of accurate marketing.At the same time,the annual sales volume of the "10 billion" or even "100 billion" large-scale brand real estate development companies in the country escalation to invest in real estate development in cities on the third and fourth lines and below to seize the market share that originally belonged to local real estate development companies.It also increased the competition among enterprises.At this time,the degree of awareness of buyers is very important.Furthermore,the theoretical research on the attributes of the buyers and their consumption characteristics and preferences is still lacking.Therefore,it is necessary to make a systematic theoretical study on the attributes of the buyers of residential commercial housing and their consumption characteristics in the process of purchasing housing.Firstly,this paper collates and summarizes the relevant theoretical basis and the related research results of previous scholars.This paper defines and determines the meaning and index content of customer attributes and their consumption characteristics,taking into account the obvious consumption characteristics and sample customer data information that can be obtained in the course of the purchase of residential commercialhousing.These indicators are divided into:First,gender,age,academic qualifications,occupational type,marital status,family structure,household income level,existing housing situation,resident area,etc..Second,real estate cognitive channels,daily travel tools,brand requirements for developers,purchase purposes,primary supporting resource requirements,intention household type and area requirements,affordable housing prices,payment methods,whether to purchase parking spaces and other residential commercial housing customers during the process of buying a home Consumption characteristics.Then the sample data were analyzed by using the software of SPSS and R language statistical analysis.The concentration trend of the indicators of sample data is obtained by frequency analysis and description analysis.Through cluster analysis,it is found that the characteristics of customers in different occupational groups have a high degree of similarity.According to this similarity in the buying behavior of customers in different occupational samples,the customer clusters obtained are: state-owned enterprises and monopoly industry customer clusters,private and self-employed customers clusters,and Non-profit Unit and Government Unit Customer Cluster customer clusters.Then three kinds of customer clusters are analyzed by using the correlation analysis,cross analysis and card square test in SPSS statistical analysis software,so as to obtain the obvious different consumption characteristics or common problems between different customer clusters in the process of buying a house.Finally,according to the research conclusion and results,some feasible countermeasures and suggestions are put forward which can improve the precision marketing ability of real estate developers in the area where the real estate is located.The aim is to provide new ideas and references for real estate development enterprises to optimize the product design and improve the precision marketing ability during the follow-up development of real estate development in the area where the real estate development case is located.In the course of the study,3197 groups of customers of residentialcommercial housing who have successfully bought property in the project of "Xing Geng Shan Shui" in Zhaotong City,Yunnan Province were selected as sample data.Record and quantify the customer attributes and consumption characteristics of the sample,and use the relevant statistical analysis tools and combine the actual market situation to conduct research and analysis.Thus the sample customers in the process of buying common factors and consumption characteristics of preference,and then to improve the local real estate development enterprises 'precise marketing ability to provide suggestions for their reference.