基于Y世代购房心理分析的营销策略

Y世代是指在1980-1990年之间出生的人,他们已步入房地产消费市场,并呈现了一些新的消费行为特征。通过对他们购房心理分析的基础上,分别从产品策略、价格策略、营销渠道策略和促销策略角度提出相应的房地产营销策略。

Marketing Strategy of Generation Y Based on the Analysis of House Purchase Psychology

This article refers to Generation Y as people born between 1980 and 1990.They have been in the real estate market,and present some new consumer behavior.The paper tries to provide corresponding real estate marketing strategies on the basis of analysis about their purchase psychology from product,price,place,promotion respectively.