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Research on Residential Product Positioning Based on the Lifestyle

Author: ChenTao
Tutor: ZhangLanXia
School: Northeastern University
Course: Business management
Keywords: lifestyle conjoint analysis residential product positioning
CLC: F224
Type: Master's thesis
Year: 2010
Downloads: 52
Quote: 0
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Abstract


Residential building is one of the most basic concepts of subsistence which tightly related to human living and development, and it’s also an important criterion of measuring the development of social economy and living situation. Starts from 21st. century, with the evolution of industrial structure and diversification of work force, the demand on residential building market appears to be increasingly and embodied. To fit the fierce market competition and improve the capability, corporations are suggested to make investigation of the market and adopt sensible method to carry out real estate marketing strategies. Therefore, the key point of this analysis is how to do these enterprises design products targeted and attract customers.With the difference in personal experience and characteristic, the residential consumers have different lifestyles which lead to different consumption behaviors. Regarding to this matter of fact, the article used the theory of Market Segmentation and related lifestyle in consumer’s behavior, integrated conjoint analysis, according to the actual situation of Chinese housing market, to analyze residential product positioning. First, the article induces the dimensions of the lifestyle of the residential consumers, and on this foundation, the people is divided into four segmented markets by clustering analysis; Secondly, on the foundation, this article analyses the relation between lifestyle and consumption behaviors, verifying the academic model of rationality; In the end, the article puts forward some suggestions about product positioning and marketing according to the different lifestyle segments.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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