新兴人口特征下房地产市场营销策略研究

Research on Real Estate Marketing Strategies under Emerging Demographic Characteristics

摘要: 近十几年中国人口特征正在发生变化：人口老龄化问题加剧、人口流动加剧、人口质量提升。本文基于中国人口特征现状的分析，探究新兴人口特征对房地产市场需求的影响，得出新兴人口特征会在购买方式、住房功能、住房区域等方面影响房地产需求的结论。并在此基础上提出建议房地产供应商采取市场细分营销、价格营销、数字化和精准营销、跨界与合作营销四种营销策略进行营销。

Abstract: In recent decades, China’s demographic characteristics have been undergoing changes: the issue of population aging has intensified, population mobility has increased, and the quality of the population has improved. Based on an analysis of the current demographic characteristics in China, this paper explores the impact of emerging population characteristics on the demand in the real estate market. It concludes that emerging population characteristics influence real estate demand in terms of purchasing methods, housing functions, and housing locations. On this basis, the paper proposes that real estate suppliers adopt four marketing strategies: market segmentation marketing, price marketing, digital and precision marketing, and cross-border and cooperative marketing.