房地产消费者市场细分报告

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房地产消费者市场细分报告. 华南国际市场研究有限公司. 主要内容. 研究背景和研究目的 P4 市场细分流程简介 P9 研究发现 P19 市场细分结构 P20 细分群体综述 P24 细分群体特征 P37 附录 P80 各区块的潜在购房群体构成 P81 品牌形象简要分析 P86 各细分子群体详述 P93. 研究背景与研究目的. 研究背景. - PowerPoint PPT Presentation

Transcript of 房地产消费者市场细分报告

  • P4P9P19P20P24P37P80P81P86P93

  • 2004-2005513154

  • :

  • :15% 21%CATI

  • : ,::/:

  • X1X2X3XX1XX2XX3XX4xx5XXX1XXX2XXX3XXX4XXX5XXX6YY1YY2YY3

  • : ,, , ,9%

  • ABC80 A8040D

  • B

  • X1X2X3XX1XX2XX3XX4xx5XXX1XXX2XXX3XXX4XXX5XXX6551515

  • () ()

  • 513

    26.8%31.8%14.6%5.2%4.2%16.2%8%7.6%9.6%5.4% 4.8%3.2% 9%8.8%0.2%

  • vs.

  • vs. vs. 45-49

  • 5.2%(78.36)41-5081-100 104.52 100-109130-139 7678/ 6000/8000-10000/ 3324192824) 20(16%) 77 29.02%21.59%21.33%19.30% 5.52%3.24%/ 25-4484%9.64, /

  • 5.4%(77.37)41-60121-15095.56 50-6990-99 8187/ 7000/39222226221911 77 25-4452%,93%7.6528.57%23.57%16.81%16.68%12.36%2%/////)

  • 4.2%(80)51-8099.76 70-89100-109 7845/ 5000-7000/ 9000-10000/ 2020292929(24%) 10 77 25-34 342533%242410.88 //26.72%21.22%18.79%16.06%13.79%3.41%//

  • 3.2%(120.44)81-100120 128.62 1309265/ 9000-12000/313119373125(25%) 25(12%) 13 25-34 342556%126.5310063 6-1032.74%24.11%17.35%12.63%10.97%2.2%/ ///

  • 16.2%(83.86)61-8098.9 801098374.2/ 7000 -10000/272930252421201919 13211321 251155%3511.06 1230.58%21.57%18.14% 14.39%12.09%3.23%/

  • 8%(77.82)618099.13 80-891001097910.3/ 50007000/38143144232323 13 311 2512-1739%5410.831230.02%21.36%19.32% 17.43%9.21%2.66%/////

  • 7.6%(100.89)81-120117.35 100-130 150-2008693.8/ 70009000/5021353027198311322422 251771%229.2331025.17%23.34%18.59%17.54%12.15%3.21%/

  • 8.4%(101.04)80-150110.57 110-1499107.4/ 7000-8000/9000-12000/33241728262119 77812322422 356418456447%178.38//3-5,25.11%19.23% 18.99% 18.7%13.21% 4.76%/ ///

  • 8.4%(90.79)61-80102.88 80-99120-1298762/ 800010000/ 29202929252513 8-12 25-6418-2413%411.15 6-10 24.04%23.75%23.18%14.17%5012.27%2.58%

  • 5.4%(114.46)12047121.31 120559243.35/ 9000/50 492527272312 8 2566%3536.25653-511-5022.87%21.88% 17.98% 16.17%15.26%5.84%//

  • 6%(117.47)120 37 81100 121.03 120471001099865.34/ 9000/60%,10000-12000/ 612157373023 13 2564%2746.338311//27.19%20.68%16.97%16.56% 15.97%2.64%///

  • 15.4%(69.66) 4150516087.62 100707783.8/ 60008000/ 2222182524242117 77 211 256478024%,174.36 26.73%19.46% 18.70%16.70%15.37% 3.03%

  • 9%(76.51)618095.27 70998170.6/ 70009000/ 322419362718 77 235111.7124.12% 22.92% 21.21% 19.72% 8.72% 3.33%

  • S3:

    =50053378140382448577745%%%%%%%%%%%25-2921694618-19--734-30-3415101149327--716-35-391615-313127441413240-44146-36414251311111645-499-3-3-4215293650-5414-14--517433083155-598-14--513112091160-644-14--3-159-4(:)40.0229.2939.7632.6140.4636.8447.1350.8946.7337.2949.2

  • S20:

    =50053378140382448577745%%%%%%%%%%%31317221319426-30235101314--24-11-297571381110531313-41167102325244046192928--29101517298333314384--22152096141410111313--162025428331146--725303-------30--308-------70-212.748.61911.0610.839.2311.158.3841.654.3611.71

  • B15/B16/C26: 3

  • B1:

  • B3/B4/B8/B9: /1150

  • B3/B4/B8/B9:

    =50053378140382448577745%%%%%%%%%%%4752514844515060751444 /233127243132293620320 6454554131314 16251919232225195116 (5)18131919816211750513 /685553-657115348495356495040258656 /2338272415111311-5318 22382721151189-5118 52810192941382930253227 2-3---8--111

  • S15:

    =50053378140382448577745%%%%%%%%%%%7048578077788881465998305243202322131954412 193732510148154818- 11151115138445222

  • - S14:

    =50053378140382448577745%%%%%%%%%%% 4150927348-82-264 51601112161118386-209 6170116818233132-1229 7180134826211117-4533 811003337353123432549432916 1011209651-248211387 121150885458131327-2 15062195388614--87.8277.8597.4983.8677.82100.8990.79101.04116.0769.6676.51

  • - P21:

    =50053378140382448577745%%%%%%%%%%%50-69415-33-44-9-70-7978593----201380-89178162323329157202490-99161511201511171372129100-1092421302841302111291622110-1195631314-9752120-129108365221728184-130-13951011435-9532140-14912-----451-150-159448135847-2160-20064145-114414-4103.1799.87112.2498.999.13117.35102.88110.57121.1687.6295.27

  • - P22:

    =50053378140382448577745%%%%%%%%%%%5000312333-422-25000-60005101141038--776000-700015171914268-6532117000-80002312528233017321326368000-900022251924183025172514249000-10000201924231819382321171110000-1200094196358112591200022---5-89-/8465.47942.58459.18374.27910.38693.88762.09107.49576.57783.88170.6

  • -P18:

    =50053378140382448577745%%%%%%%%%%%11 6 17 9 14 11 9 6 4 22 8 14 15 20 12 22 4 20 10 4 11 24 32 35 20 29 38 50 29 33 40 19 32 20 23 13 27 14 11 29 24 17 22 19 11 12 17 9 5 4 5 10 26 18 -13 9 13 14 8 21 9 17 9 7 19

  • -P19:

  • - P20: 322422211311

    =50053378140382448577745%%%%%%%%%%%211274214302652119946332121--1--4--1-22126-13--4-4-22212--33-2-3-311301738294430462136223131246114-58423-3211288261381313117113221112361022419167942210822332241516711

  • - P17/P17-4

    %%%%%%%%%%%=5005337814038244857774584 81 73 78 83 80 80 82 88 909016 19 27 22 17 20 20 18 12 1010%%%%%%%%%%%=6187145545553500/ 512-7--25----500799/ 4112714340805020-6033800999/ 3437144340-256040206710001199/ 1537-7-20--6020-/798.1891.8683.3773.9770732668.78351020784813.3

  • - /P17-1/P17-3

    %%%%%%%%%%%=6187146645453825010093838310010050806753752979833350202560-15-29-1717--504033%%%%%%%%%%%=302321953242116243748284344534842191958395532536937484643633878455735254240424319334421433034322733483717253025

  • P7/P8/P9P10/P11/P12

  • 1515

    341454213532331134533232124544355331341531552122323151534123451143

  • P9:

    50053378140382448577745%%%%%%%%%%%(4)5142575051435868554547(3)4148414036543828344349 / (2)4835---4117-(1)1--13-4----(0)32-4103---543.353.283.573.313.153.343.53.643.443.233.35

  • P8:

    50053378140382448577745%%%%%%%%%%%(3)3229244641342523342827(2)6163705159596362576171(1)5853-54-5112(0)3----381541-2.232.212.172.432.412.192.051.932.212.172.25

  • P10:

    50053378140382448577745%%%%%%%%%%%(3)2484---4-1-(2)5962656159545855665158(1)3631243538414234294538(0)343-35-65341.61.671.781.691.561.491.581.561.611.51.54

  • P11:

    50053378140382448577745%%%%%%%%%%%(3)4686-5-444-/(2)5154574851654251683847(1)4233324446275843235553(0)383333-253-1.561.591.71.581.481.721.421.571.711.431.47

  • P7:

    50053378140382448577745%%%%%%%%%%%(2)5460545356545057466144(1)4538464838465043543756(0)12--5----3-1.531.581.541.541.51.541.51.571.461.591.44

  • P12:

    50053378140382448577745%%%%%%%%%%%/(2)111219101054179911/(1)7060657572736772776867(0)19291615182229111422220.920.841.030.950.920.830.751.061.010.860.89

  • /

  • 533781403824485777450.71 0.13 -0.06 -0.08 -0.09 -0.22 -0.34 -0.36 0.46 -0.61 1.14 0.16 -0.04 -0.36 -0.21 -0.53 -0.17 -0.33 0.23 -0.50 0.20 0.06 -0.12 -0.27 0.19 -0.41 -0.24 0.01 0.13 -0.81 -0.75 -0.24 0.41 0.53 0.35 0.14 -0.37 -0.58 0.05 0.36 -0.14 0.65 -0.22 -0.29 0.63 -0.30 0.09 -0.14 0.04 -0.15 0.02 0.21 0.05 0.36 0.03 -0.29 -0.08 0.02 -0.07 -0.32 0.18 0.09 -0.02 0.01 -0.21 -0.07 -0.01 0.11 -0.10 0.06 -0.24 -0.41 0.26 0.30 -0.28 0.05 0.22 0.33 -0.17 -0.18 0.31 -0.07 -0.10 -0.14 0.01 0.32 0.21 -0.05 -0.16 -0.11

  • 533881403824485777460.35 0.01 -0.08 -0.13 -0.14 0.07 0.39 -0.28 -0.05 -0.23 -0.04 -0.17 0.09 0.06 0.10 0.14 0.12 0.11 -0.28 -0.04 -0.01 -0.02-0.10 -0.14 -0.16 0.02 0.000.18-0.10 0.09 0.15 -0.14 0.02 -0.04 -0.14 0.10 -0.02 -0.07 -0.02 -0.10 0.01 0.10 -0.08 0.07 -0.12 0.03 0.18 0.16 0.03 -0.28 0.00 -0.36 0.09 0.06 -0.05 0.18 0.10 -0.22 -0.10 0.26 0.20 -0.10 -0.13 -0.03 -0.09 -0.14 0.13 0.15 -0.04 -0.19

  • 53378140382448577745-0.45 0.03 -0.19 -0.16 -0.10 0.09 0.26 0.76 -0.07 -0.19 -0.05 -0.55 0.17 0.27 -0.11 -0.15 0.01 -0.22 0.16 0.05 -0.16 -0.06 -0.04 -0.07 0.15 0.02 -0.10 -0.01 0.21 0.22 -0.11 0.12 -0.15 -0.19 0.23 -0.13 0.55 0.21 0.11 -0.74 -0.10 -0.20 -0.24 0.18 -0.29 -0.12 0.15 0.03 0.19 0.31 0.62 -0.06 -0.11 -0.31 -0.45 -0.32 0.12 0.19 0.08 -0.07 0.08 -0.03 -0.23 0.11 -0.07 -0.07 0.06 0.42 0.03 -0.16

  • /

    /

  • 53378140382448577745-0.33 0.01 -0.10 -0.15 0.02 0.11 0.15 0.44 -0.17 0.010.00 0.02 -0.21 -0.26 -0.13 0.08 0.49 0.29 -0.03 -0.14 0.48 0.06 0.11 0.22 0.00 -0.22 -0.10 -0.58 0.12 -0.50 -0.16 -0.18 -0.01 0.03 0.08 0.05 0.07 0.06 0.20 0.24 0.13 0.31 0.03 -0.04 -0.18 -0.12 -0.12 -0.58 0.29 -0.03 0.13 -0.25 0.13 -0.15 0.10 -0.10 -0.13 0.00 0.24 -0.31

  • P13:

  • P14:

  • P15: 1.52/

  • =5004253771204148%%%%%%%(NET)10.66 13 14 13 13 8 5.25 9 8 7 3 4 5.4-3 6 6 12 3 (NET)7.413 13 6 6 14 10 4.2584459 3.29 5 1 1 10 -16.216 18 27 19 16 23 81215712567.68 2 5 14 4 16 4.85 9 9 5 3 4 9.67 8 12 11 11 15 (NET)11.410 2 7 28 12 52 5.4-291064 64--4264(NET)15.434 14 19 11 30 11 7.814 5 10 4 22 5 3.68555-2 4115529297191011-17

  • Base=50010138151106120%%%%%%%(NET)10.6724-71510 5.245-47- 5.4319-4810(NET)7.47576-20 4.26573-5 3.21--4-1516.2192271920158175205557.61357107-4.848-65-9.68111311715(NET)11.433-97- 5.43--62- 6-3-35-(NET)15.4131120182235 7.8511781325 3.67-1363- 41--451099527913-

  • Base=50082106101882416%%%%%%%(NET)10.67111091719 5.246754- 5.446351319(NET)7.4636118- 4.24346-- 3.22-268-16.2192310111319811948867.6128624-4.81268-69.61191081719(NET)11.4611241646 5.42773-- 645171346(NET)15.4201712212919 7.811858136 3.65743-- 443391712968125-6

  • Base=5009287758113%%%%%%(NET)10.61185823 5.2464315 5.472158(NET)7.4712913- 4.22588- 3.24715-16.216172320881075587.6555984.83844-9.64918931(NET)11.4141415118 5.446858 610876-(NET)15.4111411158 7.846468 3.65244- 41635-9186488

  • %72744544353.9143.523.563.38J2: 495495470465445

  • J1:

  • vs. J1J2:

  • %45444943444633455453293.523.443.633.493.543.53.353.433.663.713.33J2: 47049337940372345576443

  • J3:

  • B1/S20/B15/B16:

    500572730%%%%122-3///39343533313431371621271729810%%%% 25303305013 30870508712.7441.6536.2546.33%%%%35665080322233117

  • S3:

    500572730%%%% 2529217123 3034157-13 353916141513 40441411157 4549924- 505414303130 55598201523 606449810()40.0246.7346.0847.3

  • S14:

    500572730%%%% 71801348- 8110033433847 101120913817 1211508273520 1506141217()87.82116.07114.46117.47

  • P21:

    500572730%%%%80-8917712390-9916787100-10924292333110-11957410120-12910182313130-1395547140-1491583150-1594787160-2006141217103.17121.16121.31121.03

  • P22:

    500572730%%%%5000324-6000-7000155477000-8000231315108000-9000222527239000-100002021192310000-12000925193012000-1500029127/)8465.499576.569243.359865.34

  • P16/P17: 13

    500572730%%%%84 88 90 86 16 12 10 14 %%%%7755465837812212327201324291243*24-

  • P18:

    500572730%%%%11 4 -914 4 5 -20 17 25 -32 40 49 2111 26 10 6113 9 10 911 4 -914 4 5 -

  • P19:

    500572730%%%%221827102121271720512-20432757182315301825123717211923169810161615171520231712741082-352-332-3324-12-3

  • -P3: (27): (30)

  • - P4:

    500572730%%%%75688553 39465440 34293820 33304220 2613233 14141910 13161913 121627750506537 50506537/36436227 29364627 1414273

  • - (I)P4:

    500572730%%%%70667757 51556547 50486237 28324620 25232720 25303527 20364230 1827272763597743 48436227 36273520 283038232014237 2014237

  • -(II)P4:

    500572730%%%%959310087 78738167 68638147 54395030 43484650 42525053 42413843 37323530 35303130 3434383032365023 28325017 1823232359597347 55556943 32435433

  • - I1: (57)

    4.34.14.244.34.34.34.34.144.33.844.14.14.144.24.24.244.14.14.13.843.84.13.83.93.843.74.14.14.23.644.13.93.63.73.83.63.53.83.73.93.53.83.73.93.33.63.53.63.33.33.53.133.33.23.32.83.13.13.1

  • - I2: (57)

    4.34.34.34.34.14.14.24.14.14.24.24.243.83.83.743.73.53.9/3.83.83.64 /3.843.84.23.83.943.83.84443.43.63.83.43.43.43.53.43.42.92.73.13.33.23.23.13.33.63.73.63.23.53.53.53.12.832.633.23.23.2

  • B1/S20/B15/B16:

    500532627%%%%12---///39121673154684116331252224-%%%% 313172015 351013422 5713887 71023252030 101517293622 1520968412.748.619.647.65%%%%351932732219327

  • S3/P23:

    500532627%%%% 252921695681 30341510164 353916152011 40441468440.0229.2930.3228.33%%%%1001001001005365607019192019506964745841114-7

  • S14/P22:

    500532627%%%% 41509272033 51601112815 617011684 718013444 8110033375222 1011209647 1211508841187.8277.8578.3677.37%%%%50003121675000-60005101276000-7000151716197000-800023124198000-9000222528229000-1000020192415/8465.497942.567678.448187.11

  • P21:

    500532627%%%%50-6941542670-79788780-891788790-9916151219100-10924213211110-1195647120-12910887130-139510164140-14912-4150-159448-160-20064-7103.1799.87104.5295.56

  • P17/P16:

    =500532627%%%%84 81 79 81 16 19 21 19 %%%%775565607081221132071324212022

  • P18:

    500532627%%%%11 6 10 -14 15 19 8 20 23 24 22 32 35 33 39 11 12 5 22 13 9 10 8

  • P19:

    500532627%%%%2215161521232422201316112019281118191622181516151713207161212111612815158124121716198178265841136-113684

  • -P3: (26): (27)

  • -P4:

    500532627%%%%75798474 3923407 34505248 33404437 26313230 14172015 13171619 1215161550505248 50505248/36526044 29485641 14192019

  • - (I)

    500532627%%%%70858881 51586452 50566052 28485641 25372844 25292037 20354030 1827282663777678 48605663 36526044 2833402620353633 20353633

  • - (II)

    500532627%%%%95949693 78738067 68738067 54606059 43464052 42443256 42545256 37565259 35544859 3431402232444841 28292830 1831362659626856 55566448 32374033

  • -I1: (53)

    4.34.14.344.34.14.344.14.14.1444.14.14443.84.2444.13.93.83.73.63.73.83.83.63.93.73.43.53.33.63.63.83.43.63.93.843.53.23.23.23.53.73.63.73.343.84.13.33.93.74.132.832.62.832.73.2

  • -I2: (53)

    4.34.24.444.14.24.44.14.143.9443.43.53.3443.94.1/3.83.93.93.9 /3.83.943.83.83.73.73.73.83.73.73.63.43.33.43.33.43.33.43.13.43.83.63.93.33.23.433.333.32.83.2333.13.13.32.93.733.12.93.3

  • B1/S20/B15/B16: 3

    500372116%%%% 12161912 ///39273319 31382456 16192412%%%% 31322544 351014525 571311146 710232443- 1015178512 1520914196 20254810612.74910.886.53%%%%35242425322273319

  • S3/P23:

    500372116%%%% 252921463363 3034151119- 4549935- 5054141424- 55598141412 606441452540.0239.7640.4838.81%%%%10010010010053847110019272925505948755556

  • S14/P22:

    500372116%%%% 4150935- 516011161912 6180241628- 8110033353337 1011209510- 1201424550/87.8297.4980120.44%%%%5000335-5000-60005111466000-7000151924127000-8000235568000-9000221919199000-100002024242510000-120009191031/8465.498459.117845.059265.06

  • P21:

    500372116%%%%70-797510-80-89171624690-991611146100-10924303819110-11953-6120-1291035-130-139511-25150-15948-19160-2006141019103.17112.2499.76128.62

  • P17/P16: 13

    500372116%%%%84737570 16272530 %%%%7755496231812212224191324301450

  • P18:

    500372116%%%%11 17 10 31 14 20 20 19 20 13 15 10 32 20 25 10 11 17 10 31 13 13 20 -

  • P19:

    500372116%%%%2219142521814-201929620161912181610251827243117271937161414121627292515192968510-55-12411519335-

  • -P3: (21): (16)

  • -P4:

    500372116%%%%75708156 39384825 34272925 33383837 26273319 1414525 13161419 1224193150496231 50496231/36382950 29271937 14241437

  • - (I)

    500372116%%%%70687163 51414337 50413844 28271937 25241044 25161025 20414337 1827193763595269 48383344 36382456 2843335620302931 20302931

  • - (II)

    500372116%%%%959710094 78657650 68575756 54705788 43384331 42514856 42383344 37321950 35413844 3427193732302931 28272925 181151959514856 55464350 32301944

  • -I1: (37)

    4.3443.94.34.34.34.34.13.93.74.143.83.93.843.93.9443.73.73.83.843.74.33.83.93.843.73.63.33.93.63.63.43.93.63.33.62.93.53.83.643.53.43.23.63.33.13.133.33.43.43.43332.92.82.92.83.1

  • -I2: (37)

    4.34.14.144.14.14.23.94.1444.143.74.13.244.144.3/3.83.83.83.9 /3.83.83.83.83.83.63.53.63.83.93.93.93.43.63.53.63.43.63.53.63.43.43.33.53.33.43.43.43.33.43.33.53.23.23.23.13.13.23.33.13333.1