上海宝山房产消费者需求研究.docx

《上海宝山房产消费者需求研究》
摘 要
房地产业是投资大、风险高、回报显著的行业，是建设部重点管理的行业之一。二十世纪90年代以来，建筑业，特别是房地产业成为国民经济的支柱产业，推动、支持了国民经济持续、快速、健康的发展。但是，也存在着大量房地产项目不做市场调查，不做可行性研究，盲目上马，结果造成大量房屋闲置和资金积压，更严重的是产生了许多的“烂尾楼”,给许多的房产开发商造成极大损失。
本次研究主要是针对的上海宝山地区的购房群体，使用的是统计学中的市场调查的方法，采用配额抽样，根据收入与年龄将消费者进行分组，并结合常用统计软件SPSS，主要运用描述统计、因子分析的统计方法对调查数据进行分析，得出潜在和目标消费者定位分析与房产定位问题。
潜在消费者分析主要包括：潜在购房群体人口特征分析、消费者购房因素分析。
房产定位主要包括：房产价格弹性区间、房产要素分析、价格弹性，反映不同消费群体对房产价格的期望与价格承受能力的范围值，确定价格弹性区间，帮助开发商在定价时掌握销售进度，以便于获得最大收益。
目标消费者定位主要包括：目标消费者细分、消费者房产需求趋势预测与房产具体规划和配比（比如：消费群体需求的是2房2厅1卫、2房2厅2卫还是3房2厅2卫
……或是其他？）
最终得出宝山地区购房群体的整体需求情况，为即将投资或正在投资宝山房地产市场的房产开发商提供可供参考意见。
【关键字】 房地产 统计方法 SPSS描述统计
市场调查 配额抽样 因子分析

The consumer's demand for house in Baoshan region of Shanghai
Abstract
The real estate trade is the investment greatly, Hazard is high, Repay the marked profession, One of is the profession that the building ministry stress administered. 20th century 90 Since years, Building industry, particularly the real estate trade becomes the national economy prop property
, promotion, back national economy to continue, speedily, well development. Yet, also being a great quantity of real estate items does not act the market research. Not act feasible quality research, blindly win up, kill to create that a great quantity of buildings leave unused and the capital keeps long in stock. It is much that the more grave is comes into being “Fester in the tail tower”. House property development business to much creates the extremely great loss 。
The paper is research on the house the being colony in Shanghai Baoshan region district that chiefly is aimed at. Employ be market research in the statistics means, adopt the quota sampling, divide into groups consumer on the basis of the revenue against the age. Moreover, the statistic software SPSS is being commonly used. The statistics is depicted in the main application. The factor analysis statistics means is an