Research On Customers Segmentation Of Real Estate Based On Factor-cluster Analysis

As an important force to promote China’s economic growth,it is of great significance to ensure sustainable,stable and healthy development of the real estate industry,however,due to a variety of factors,the development speed of the real estate industry has slowed down,and the problem of inefficient marketing has become increasingly prominent.In order to help alleviate the sales difficulties faced by the real estate industry in recent years and improve the marketing efficiency and beneficial result,effective customer segmentation is essential.First of all,according to the relevant literature,this paper summarizes the current real estate market and customer purchase characteristics,at the same time reviews and summarizes the real estate customer segmentation over the years,based on the relevant concepts and thoeries in consumer behavior,adding the the internal influence dimensions such as motivation and attitudes of the purchasing customers,builds a customer segmentation index system that takes into account both static factors and dynamic factors;secondly,the current mainstream clustering algorithm types are listed and their principles are summarized,combined with the characteristics of real estate index data,comprehensive comparison to determine the clustering algorithm applicable to this paper,while supplementing the segmentation results verification link,to build a real estate customer segmentation model integrating exploratory factor analysis and cluster analysis;finally,conduct empirical analysis,with a real estate project customer as a sample,reference to the index system and subdivision model constructed,dividing customers in the case into different types,combined with cross-column analysis results,put forward marketing suggestions for different types of customers,to achieve real estate precision marketing.Through exploratory factor analysis and cluster analysis,based on the theory of real estate customers,established the segmentation model of real estate customers,based on factor-cluster analysis and effective empirical analysis,make full use of prior capture customer information and historical behavior trajectory,effectively divided customer groups,redefined real estate customer types,to provide an effective reference for real estate enterprises.