房地产市场营销中客户消费心理与

房地产市场营销中客户消费心理与 营销策略研究 重庆大学硕士学位论文 学生姓名:冯伟 指导教师:刘玉峰副教授 专业:管理科学与工程 学科门类:管理学

重庆大学建设管理与房地产学院 二O一一年五月

Study on Consumer Psychology and Marketing Strategy in Real Estate Marketing A Thesis Submitted to Chongqing University in Partial Fulfillment of the Requirement for the Degree of Master of Engineering By Feng Wei Supervised by Ass. Prof. Liu Yufeng Major:Management Science and Engineering

Faculty of Construction Management and Real Estate of Chongqing University, Chongqing, China May, 2011

+富任石 丁I司 3z

本文研究的问题是基于客户消费心理分析的房地产市场营销策略，以建立科

学的、严谨的房地产市场营销方法，制定有效的营销方案，挖掘房地产市场的价

值，提高企业的各种效益，希望能够对房地产企业在市场营销的实际操作过程中 有一定的借鉴意义。

自20世纪五十年代起，人们对于房地产市场营销策略进行了广泛的研究。期

间，一些直接的或间接的房地产市场营销策略研究成果不断问世。然而，已有的

营销策略研究大多局限于营销策略本身，而非从消费者消费心理的角度来看待营

销策略，从而造成一些房地产企业在制定营销策略上的种种意识误区。基于此，

本文提出基于客户消费心理制定营销策略的命题，力求为房地产企业

成功制定有

效的营销策略提供新的视野。

基于客户消费心理分析的房地产营销策略研究，主要探讨客户消费心理和制

定房地产市场营销策略之间的关系。文章首先分析我国房地产市场营销的现状以

及市场营销战略体系，然后对客户消费心理和房地产市场营销相关概念进行梳理

和归纳，从消费者与房地产市场营销的互动模式以及房地产市场营销对客户消费

心理的影响具体探讨客户消费心理与制定房地产市场营销策略之间的内在关联，

提出房地产企业在制定营销策略中的产品策略、销售渠道策略、价格策略和促销

策略的过程中容易出现的问题，并在此过程中给出基于客户消费心理的产品策略、

销售渠道策略、价格策略和促销策略。文章最后运用全文的设论，对重庆市巫山

县项目“江临天下”营销策略的制定进行实证性研究，期望能为我国房地产企业

在以后的营销策略的制定过程中提供某些借鉴，从而实现满足客户消费心理与营

销策略合理制定的双赢格局。

关键词:客户消费心理，房地产市场，营销策略

ABSTRACT

In this paper, the problem is psychological analysis based on consumer spending,

the real estate marketing strategies to establish a scientific, rigorous real estate

marketing methods, develop effective marketing programs to maximize the value of the

real estate market to tap, and improving the various kinds of benefits, real estate

companies want to be able to practice in the marketing process of a certain reference.

Since fifty years of the 20th century, the people marketing strategy for the real

estate market more and more extensive research.Period, some direct or indirect, real

estate marketing strategy research results continue to come out.However, most studies

have been limited to marketing strategy marketing strategy in itself, rather than from the

consumer perspective on marketing strategy, resulting in a number of real estate

companies in the development of marketing strategy, all the awareness errors.Based on

this, this paper based on the client to develop marketing strategy consumer psychology

proposition, and strive for a successful real estate companies to develop effective

marketing strategies to provide a new perspective.

Psychological analysis based on consumer spending, real estate marketing strategy

research, which focused on consumer spending, the real estate market psychology and

develop the relationship between marketing strategy.The paper first analyzes the status

of real estate marketing and marketing strategy system, then the customer and real

estate marketing, consumer psychology to sort out and summarize the