二手房購買決策影響因素研究——以成都市為例

1、摘要 畢業(yè)論文題目： 二手房購買決策影響因素研究 二手房購買決策影響因素研究 —以成都市為例 以成都市為例 土地資源管理 專業(yè) 2010 級碩士生姓名： 章霞 指導教師（姓名、職稱） ： 陳榮清 摘要 房地產(chǎn)業(yè)是國民經(jīng)濟的支柱產(chǎn)業(yè)，對經(jīng)濟增長具有投資和

2、消費的雙向拉動作用。隨著房地產(chǎn)市場結(jié)構(gòu)不斷完善， 二手房交易逐漸成為房地產(chǎn)交易的主體。 近年來房價一路攀升，二手房價格也不斷上漲，消費者購房行為變得更加的理性和多樣化，如何更好的把握二手房購買決策的影響因素， 是政府部門制定二手房發(fā)展規(guī)劃和宏觀調(diào)控政策面臨的主要問題，是二手房中介合理的定位、細分市場，來保持較強的競爭優(yōu)勢解決的主要問題。 目前國內(nèi)住宅購買影響因素主要集中一手房市場， 論文在對國內(nèi)二手房市場進行文獻分析基礎(chǔ)上， 以二手房購

3、買決策影響因素為研究對象， 在研究視角上有所創(chuàng)新， 以期彌補二手房研究方面的不足， 同時也為二手房市場發(fā)展提供相關(guān)參考意見。 成都作為我國西部的金融中心和經(jīng)濟中心， 整個西部房地產(chǎn)市場具有較大的影響力和代表性， 因此論文圍繞成都市二手房市場展開研究， 結(jié)合成都市實際情況設(shè)計調(diào)查問卷， 通過實地發(fā)放問卷獲取原始數(shù)據(jù)進行統(tǒng)計分析。 論文首先對成都市二手房消費者基本特征和購買意愿進行相關(guān)性分析，然后在總體上分析消費者購買特征基礎(chǔ)上， 利用因子

4、分析法識別消費者購買決策的影響因素及其重要性， 最后得出如下主要結(jié)論： （1）成都市二手房市場需求以自住型需求為主；文化和職業(yè)產(chǎn)生社會聚集，影響住房區(qū)位選擇。 （2）二手房購買意愿強烈，以首置客戶為主；二手房消費者承受房價與市場房價具有一定的差距； 居民對二手房總價的承受力因自身特征和房屋特征差異而不同。 （3） 住房價格是二手房購買決策最重要的影響因素， 其次分別為居住環(huán)境、市場形勢、收入水平、政策金融因素、中介服務(wù)、住房特征等因素對

5、二手房購買決策產(chǎn)生較大的影響。 論文根據(jù)分析結(jié)論， 分別從政府、 二手房中介和消費者三個方面提出自己的建議。在政策上， 政府應(yīng)從控制房價、 加大住房供給和引導居民合理消費方面來刺激二手房發(fā)展；二手房中介應(yīng)從差異化服務(wù)、優(yōu)化企業(yè)信譽、創(chuàng)新營銷策略來保持競爭優(yōu)勢；二手房購買者應(yīng)根據(jù)自身情況梯度消費，來降低自身的投資風險。 關(guān)鍵詞： 關(guān)鍵詞： 二手房，購買意愿，因子分析，營銷策略 Abstact THESIS：The study of inf

6、luencing factors for purchasing decisions of second-hand houses ——A case of Chengdu city SPECIALIZATION: Land Resources Management POSTGRADUATE: Zhangxia MENTOR: Prof.Chen rongqing Abstract As a

7、major pillar industry of national economies in our country, the real estate industry has the bidirectional pulling effects of investment and expense on the economic growth. Along with the fast development of real estate

8、industry and constant improvement of its structure, second-hand housing transactions have gradually become the main body of real estate transactions. In recent years, the prices of both real estate and second-hand houses

9、 have been raised up continuously, customers have become more rational and diverse for purchasing second-hand houses. Therefore, how to grasp the factors to be considered in the purchasing decisions of second-hand housin

10、g has been the main problem for the government departments to develop the second-hand housing development plans and macro-control policies. To maintain the strong competitive power, it is necessary for second-hand housin

11、g intermediaries to find reasonable positions and make market segments by analyses of influencing factors on the hand housing purchase decisions. The influencing factors on residential purchasing in new home market is th

12、e mainly study at present. In this paper, the literatures of second-hand housing market was analyzed, the influencing factors on purchase decisions of second-hand housing were considered as the research object, and resea

13、rch perspective was innovated to make up for the lack in researches of second-hand housing consumers, and to provide suggestions for the development of second-hand housing market. As the financial and economic center in

14、western China, Chengdu has great influences and representation in the entire western real estate market. In this paper, with second-hand housing purchasers in Chengdu City as an example, combining the original datas obta

15、ined by questionnaires designed according to the actual situations in Chengdu. Correlations of fundamental characteristics and purchase intentions of consumers for second-hand housing in Chengdu, and the consumer buying

16、characteristics were analyzed. By using factor analysis to identify consumers purchasing decision factors and their importance, the main conclusions were drew as following: (1) The demand of second-hand housing market in