| 基于优度评价的住宅营销目标市场选择 |
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| 引用本文： | 王红娜,刘应宗. 基于优度评价的住宅营销目标市场选择[J]. 西安电子科技大学学报(社会科学版), 2010, 20(5): 18-22 |
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| 作者姓名： | 王红娜 刘应宗 |
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| 作者单位： | 天津大学管理学院,天津300072 |
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| 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。
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| 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 |
Target Market Choice for Residential Marketing by Priority-degree Evaluating |
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| WANG HONGNA,LIU YINGZONG. Target Market Choice for Residential Marketing by Priority-degree Evaluating[J]. Journal of Xidian University (Social Sciences Edition), 2010, 20(5): 18-22 |
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| Authors: | WANG HONGNA LIU YINGZONG |
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| Affiliation: | (School of Management,Tianjin University,Tianjin,300072,China) |
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| Abstract: | 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. |
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| Keywords: | Residential marketing Segment market Target market Extenics Priority-degree evaluating Matter-element model |
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