Study of Chinese Real Estate Housing Market Segmentation Based on Consumer’s Attitude

摘要

With income increasing and improvement of living standard, the level of housing demand of consumers is also rising. In the past years, real estate housing market of our country is developing in the favorable market environment; development demonstrates a block of prosperous scenes at a full speed. So a large number of Chinese and foreign real estate companies enter rapidly in Chinese real estate market. To adapt to the increasingly market competition and improve competition of real estate enterprises, corporations should make investigation on the market and to carry out real estate marketing strategies, in view of this question, firstly real estate company need to make marketing segmentation. In this study used the theory of market segmentation and attitude, also explores consumer's attitude toward housing marketing from three components: cognitive, emotion and behavior, and finally done the segmentation of consumers. Based on the results, this study explains the practical and academic implications for real estate companies promoting in Chinese market.