基于联合分析法的住宅产品定位研究

针对住宅产品消费的区域性特征,依据在沈阳市场的问卷调查取得的一手资料,首先通过因子和聚类分析,区分出住宅产品消费者所采用的4种生活方式;然后运用联合分析法,明确住宅产品各主要属性的相对重要性和各属性不同水平的效用值;最后得到不同生活方式的消费者群对住宅产品的偏好排序.研究表明:消费者在选择住宅产品时,最看重的因素是建筑类型和地理位置,其次是每平方米单价,而对住宅面积则不很关心;另外,采取不同生活方式的消费者群的住宅产品偏好是有差异的.

Research on Housing Product Positioning Based on Conjoint Analysis

Taking into account the regional characteristics of housing product consumption,with the first-hand data based on the questionnaire survey conducted in Shenyang area,firstly,factor analysis and cluster analysis were applied to differentiating the four lifestyles taken by housing product consumers.Then with conjoint analysis,the relative importance of the main attributes of each housing product and the utility of each attribute at different levels were defined.Finally,the preferences of consumer groups with different lifestyles for housing products were ranked.The findings indicate that when consumers select their residences,they care the most about building type as well as geographical location,followed by price per unit,and they pay less attention to building area.Moreover,consumers with different lifestyles have distinct preferences for housing products.