圈层营销与居住隔离:社会效应及破解之道  

The Social Effects and Solution of the Stratum Marketing and Residential Segregation

作　　者：吴庆华[1] WU Qing-hua(School of Marxism, Qiqihar University, Heilongjiang Qiqihar 161006 , China)

机构地区：[1]齐齐哈尔大学马克思主义学院,黑龙江齐齐哈尔161006

出　　处：《齐鲁学刊》2016年第5期113-117,共5页Qilu Journal

基　　金：教育部人文社科规划项目"城市空间类隔离:基于住房视角的城市社会学分析"(11YJA840022)

摘　　要：房地产圈层营销以高端化、小众化为原则,以客户参与为互动模式,通过开展诸如信息传递、体验互动等活动实行定向性强、精准度高的品牌推介。别墅等豪华住宅的圈层生产与圈层营销加剧了城市物质空间与心理空间的隔离。为了有效避免因城市空间的区隔而带来的不同群体社会距离的拉大,在房地产营销中应逐步克服圈层营销所带来的社会负效应,严格控制别墅等高端豪宅的产出量,并逐步探索适合中国国情的不同阶层居民的混居模式。The real estate agency of China usually carrying out activities such as the delivery of information and lifelike in- teractive experiences to promote sales in their customers, their marketing campaign is based on the interactive mode between the mineralizing and high-end customers. Such production and marketing in high class breeds and encourages isolation of physi- cal and psychological space. In order to avoid the social distance widening, it is essential to reduce the negative effects of class marketing, severely control villas and other high-end luxury flats and we should attempt to establish mixed residence mode compatible with our country.

关 键 词：圈层 圈层营销 居住隔离 

分 类 号：C91[经济管理] F12[社会学]