广州市房地产消费者购买行为分析.doc

毕业设计（论文） 题目：广州市房地产消费者购买行为分析  广州市房地产消费者购买行为分析 摘要 当前，广州市房地产的销售情况比较旺盛，不少房地产开发商由于对市场及消费者的购买行为分析得比较充分，作出了合适的开发规划及销售策略，其楼盘很受青睐，得到了不错的效益回报。但也有一部分房地产开发商因为对消费者的购买行为分析得不够充分、不够全面，盲目地经营，从而导致楼盘销售惨淡，以至无力经营，出现亏损，甚至破产，这样的例子屡见不鲜。本文运用消费者购买行为理论的知识，结合广州市房地产消费者的情况，从消费者的购买需求、购买动机、评估选择、购买决定及购后评价5个方面，对广州市的房地产消费者购买行为展开分析探讨，目的在于为房地产开发商在未来的房地产开发及销售中提供一个参考平台，有利于房地产开发商充分地做好楼盘规划以及制定有效的销售策略，使自己在激烈的竞争中立于不败之地。 关键词:房地产；消费者；购买行为  THE ANALYSIS OF THE REAL ESTATE CONSUMERS BUYING BEHAVIOR IN GUANGZHOU ABSTRACT At present, Guangzhou City, the sale of real estate is in its bloom, many real estate developers make a fully analysis on market and consumers buying behavior, and make appropriate planning and marketing strategies, so their real estate are popular among and good benefits have been returned. However, there are also some real estate developers do not make enough analysis on the consumersbuying behaivor, do not think comprehensively and operate blindly, result in dismal sale, and enable to operate, appear to the bad or even bankrupt, such example can be seen everywhere. In this paper, we use the knowledge of theory that consumer’s buying behavior, and combine circs with real estate consumers in Guangzhou, the demand of the consumers purchase, purchase motivation, assessment options, the purchase decision and post-purchase evaluation, from these five aspects, we analysis and discuss the consumers’ buying behavior in Guangzhou, and the purpose is to provide a reference platform for real estate developers develop and sale the real estate in the future, and is good for the real estate developers to make the full real estate planning and effective marketing strategies, as a result to remain invincible in the intense competition. Key words: real estate; consumers; purchase behavior 目 录 1 绪论 1 1.1 课题探讨分析的背景及目的 1 1.2 国内外研究状况 1 1.3 课题分析探讨的主要内容 2 1.4 课题分析探讨的意义 2 2 房地产消费者购买需求分析 3 2.1 购买需求的定义 3 2.2 影响购买需求的因素 3 2.3 购买需求分析对房地产开发商的启示 5 3 房地产消费者购买动机分析 7 3.1 购买动机的定义 7 3.2 影响购买动机的因素 7 3.