关键词: 市场营销, 生活方式, 住宅产品, 产品定位, 联合分析法

Abstract: 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.