基于优度评价的住宅营销目标市场选择  

Target Market Choice for Residential Marketing by Priority-degree Evaluating

作　　者：王红娜[1] 刘应宗[1] 

机构地区：[1]天津大学管理学院,天津300072

出　　处：《西安电子科技大学学报（社会科学版）》2010年第5期18-22,共5页Journal of Xidian University：Social Science Edition

摘　　要：针对开发商对住宅营销的需要,本文以定量地确定住宅目标市场为目的,用可拓学的优度评价方法加以研究。首先建立了一套用以确定住宅需求细分市场优度的评价指标体系,通过建立住宅细分市场的物元模型,将评价指标量化,按照统一规范化运算,得出各细分市场的优度,并将优度进行排序,根据优度最大的原则选择住宅营销的目标市场。To meet demand of the developers for the residential marketing,the method of priority-degree evaluating is applied to choosing the target markets quantitatively.After a set of evaluation index system has been put forward used to define the priority-degree of the residential demand segment markets,a matter-element model is built for the segment markets to quantize the evaluation indexes.Then the priority-degree of each segment market is obtained by standardized calculation.The priority-degrees are sequenced,and the one segment market with greatest priority-degree or the several segment markets with greater priority-degree are chosen as the target markets.

关 键 词：住宅营销 细分市场 目标市场 可拓学 优度评价 物元模型 

分 类 号：F293.352[经济管理—国民经济]