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1、房地产市场调研调查数据资料汇总与分析（下册）2、楼型需求取向分析不同年龄对楼型的选择分析由统计分析表可知，人们基本不接受高层的楼型；对小高层接受年龄段介于35岁以下，随着年龄的增大需求递减，需求份额占25.5%；多层还是最为接受，所占份额最大，为60.2%；另外，有9.2%对别墅表现出兴趣，集中在35-50岁之间。 你期望的楼型是Total高层小高层多层别墅 年龄分组30岁以下Count21024339% within 年龄分组5.1%25.6%61.5%7.7%100.0% within 你期望的楼型是40.0%40.0%40.7%33.3%39.8% of Total2.0%10.2%24
2、.5%3.1%39.8%30-40岁Count31011327% within 年龄分组11.1%37.0%40.7%11.1%100.0% within 你期望的楼型是60.0%40.0%18.6%33.3%27.6% of Total3.1%10.2%11.2%3.1%27.6%40-50岁Count0413320% within 年龄分组.0%20.0%65.0%15.0%100.0% within 你期望的楼型是.0%16.0%22.0%33.3%20.4% of Total.0%4.1%13.3%3.1%20.4%50岁以上Count0111012% within 年龄分组.0%8.
3、3%91.7%.0%100.0% within 你期望的楼型是.0%4.0%18.6%.0%12.2% of Total.0%1.0%11.2%.0%12.2%Total Count52559998% within 年龄分组5.1%25.5%60.2%9.2%100.0% within 你期望的楼型是100.0%100.0%100.0%100.0%100.0% of Total5.1%25.5%60.2%9.2%100.0%不同职位对楼型的选择分析从被调查者职位来看，所有层面对多层都认可，但在有其他物业形式情况下，也会考虑。其中中高层管理者从经济条件和生活品质的追求上，对别墅比较感兴趣，选择小
4、高层的集中在中层及高级、年轻职员，占25.5%。 你期望的楼型是Total高层小高层多层别墅 从事职位高级管理者Count02529% within 从事职位.0%22.2%55.6%22.2%100.0% within 你期望的楼型是.0%8.0%8.5%22.2%9.2% of Total.0%2.0%5.1%2.0%9.2%中层管理Count2616226% within 从事职位7.7%23.1%61.5%7.7%100.0% within 你期望的楼型是40.0%24.0%27.1%22.2%26.5% of Total2.0%6.1%16.3%2.0%26.5%高级职员Count1
5、1204% within 从事职位25.0%25.0%50.0%.0%100.0% within 你期望的楼型是20.0%4.0%3.4%.0%4.1% of Total1.0%1.0%2.0%.0%4.1%职员Count21531553% within 从事职位3.8%28.3%58.5%9.4%100.0% within 你期望的楼型是40.0%60.0%52.5%55.6%54.1% of Total2.0%15.3%31.6%5.1%54.1%工人Count01506% within 从事职位.0%16.7%83.3%.0%100.0% within 你期望的楼型是.0%4.0%8.5
6、%.0%6.1% of Total.0%1.0%5.1%.0%6.1%TotalCount52559998 % within 从事职位5.1%25.5%60.2%9.2%100.0% % within 你期望的楼型是100.0%100.0%100.0%100.0%100.0% % of Total5.1%25.5%60.2%9.2%100.0%小结：多层还是主力楼型，小高层也有一定的市场需求，需求层面素质高，年龄层低，可适当考虑，体量不宜过大，别墅建造应在后期景观成型后以吸引客户。待添加的隐藏文字内容2不同年龄段购房选择区域分析不同的年龄段对开发区的认识不同，由下表可知，计划在开发区和新区购房
7、的被调查者中，年龄多在35岁以下，其次是35-45岁。看重其富有朝气的的发展潜力，对现在尚不完善的配套认为，几年内会逐渐完备起来。购房地区Total市中心城东铁西城南城北开发区新区X25岁以下Count21101218% within X25.0%12.5%12.5%.0%12.5%25.0%12.5%100.0% of Total2.0%1.0%1.0%.0%1.0%2.0%1.0%8.2%25-35岁Count15412315444% within X34.1%9.1%2.3%4.5%6.8%34.1%9.1%100.0% of Total15.3%4.1%1.0%2.0%3.1%15.3
8、%4.1%44.9%35-45岁Count6201110222% within X27.3%9.1%.0%4.5%4.5%45.5%9.1%100.0% of Total6.1%2.0%.0%1.0%1.0%10.2%2.0%22.4%45-55岁Count900037019% within X47.4%.0%.0%.0%15.8%36.8%.0%100.0% of Total9.2%.0%.0%.0%3.1%7.1%.0%19.4%55岁以上Count22010005% within X40.0%40.0%.0%20.0%.0%.0%.0%100.0% of Total2.0%2.0%.0%
9、1.0%.0%.0%.0%5.1%TotalCount34924834798% within X34.7%9.2%2.0%4.1%8.2%34.7%7.1%100.0% of Total34.7%9.2%2.0%4.1%8.2%34.7%7.1%100.0%不同行业购房选择区域分析 从下表可知，政府公务人员选择在开发区购买住房所占份额最多，为14.3%,其次是商贸企业和轻工业单位工作者。因其对政府对经济开发区建设力度的了解和投资商机的敏锐把握。 购房地区Total 市中心城东铁西城南城北开发区新区 部门属性医药化工业Count30100105% within 部门属性60.0%.0%20.0%
10、.0%.0%20.0%.0%100.0% within 购房地区8.8%.0%50.0%.0%.0%2.9%.0%5.1% of Total3.1%.0%1.0%.0%.0%1.0%.0%5.1%中介服务业Count00000011% within 部门属性.0%.0%.0%.0%.0%.0%100.0%100.0% within 购房地区.0%.0%.0%.0%.0%.0%14.3%1.0% of Total.0%.0%.0%.0%.0%.0%1.0%1.0%制造业Count10101205% within 部门属性20.0%.0%20.0%.0%20.0%40.0%.0%100.0% wi
11、thin 购房地区2.9%.0%50.0%.0%12.5%5.9%.0%5.1% of Total1.0%.0%1.0%.0%1.0%2.0%.0%5.1%政府公务员Count2000214119% within 部门属性10.5%.0%.0%.0%10.5%73.7%5.3%100.0% within 购房地区5.9%.0%.0%.0%25.0%41.2%14.3%19.4% of Total2.0%.0%.0%.0%2.0%14.3%1.0%19.4%建筑及房地产Count20000002% within 部门属性100.0%.0%.0%.0%.0%.0%.0%100.0% within
12、购房地区5.9%.0%.0%.0%.0%.0%.0%2.0% of Total2.0%.0%.0%.0%.0%.0%.0%2.0%IT通讯Count920002215 % within 部门属性60.0%13.3%.0%.0%.0%13.3%13.3%100.0% within 购房地区26.5%22.2%.0%.0%.0%5.9%28.6%15.3% of Total9.2%2.0%.0%.0%.0%2.0%2.0%15.3%商贸企业Count930113219% within 部门属性47.4%15.8%.0%5.3%5.3%15.8%10.5%100.0% within 购房地区26.5
13、%33.3%.0%25.0%12.5%8.8%28.6%19.4% of Total9.2%3.1%.0%1.0%1.0%3.1%2.0%19.4%文卫事业单位Count310222010% within 部门属性30.0%10.0%.0%20.0%20.0%20.0%.0%100.0% within 购房地区8.8%11.1%.0%50.0%25.0%5.9%.0%10.2% of Total3.1%1.0%.0%2.0%2.0%2.0%.0%10.2%其他Count00000303% within 部门属性.0%.0%.0%.0%.0%100.0%.0%100.0% within 购房地区
14、.0%.0%.0%.0%.0%8.8%.0%3.1% of Total.0%.0%.0%.0%.0%3.1%.0%3.1%自由职业者Count41000207% within 部门属性57.1%14.3%.0%.0%.0%28.6%.0%100.0% within 购房地区11.8%11.1%.0%.0%.0%5.9%.0%7.1% of Total4.1%1.0%.0%.0%.0%2.0%.0%7.1%轻工业Count00012317% within 部门属性.0%.0%.0%14.3%28.6%42.9%14.3%100.0% within 购房地区.0%.0%.0%25.0%25.0%8
15、.8%14.3%7.1% of Total.0%.0%.0%1.0%2.0%3.1%1.0%7.1%金融证券Count12000205% within 部门属性20.0%40.0%.0%.0%.0%40.0%.0%100.0% within 购房地区2.9%22.2%.0%.0%.0%5.9%.0%5.1% % of Total1.0%2.0%.0%.0%.0%2.0%.0%5.1%TotalCount34924834798% within 部门属性34.7%9.2%2.0%4.1%8.2%34.7%7.1%100.0% within 购房地区100.0%100.0%100.0%100.0%1
16、00.0%100.0%100.0%100.0% of Total34.7%9.2%2.0%4.1%8.2%34.7%7.1%100.0%小结：在购房置业区域选择中，市中心引起成熟便利还是占有主要位置。经济开发区还没有达到热点，主要在于市民对全市范围内众多的开发区信心不足，对于市政规划和经济开发区了解甚少。主体问卷调查交叉分析： 主体问卷在内容及形式上最为全面，通过基本数据统计分析及交叉分析，对*市民住宅消费需求取向从不同层面和项目上进行了归纳总结，得可用于规划设计建议的客观有效数据。 访谈问卷分析（见附件二）30岁以下的人群占到总问卷数的57%,由于这一人群所占比重偏大，所以访谈问卷总体倾向于
17、年收入不足2万元的低年龄层，代表中等及中等偏下收入的购买群体。年龄 * 购房户型 其户型选择集中在两房一厅一卫，两房两厅一卫，三房两厅一卫，分别占到总体的12%，17%，13%，是相对集中的三个户型。年龄 * 打算购买的住宅面积户型需求面积主要集中在80-100平米和100-120平米，分别占到总数的37%和31%。其中，30岁以下的人群80-100平米占总体的22%，80-100平米占18%。 表2-34 打算购买的住宅面积Total 60平米以下6080平米80-100平米100-120平米120-150平米150-180平米180平米以上 年龄 Count12109431030 % of
18、 Total.4%.8%4.2%3.8%1.7%1.3%.4%.0%12.7% 51岁以上Count115010008 % of Total.4%.4%2.1%.0%.4%.0%.0%.0%3.4% 41-50岁Count0144401014 % of Total.0%.4%1.7%1.7%1.7%.0%.4%.0%5.9%31-40岁Count0416181010150 % of Total.0%1.7%6.8%7.6%4.2%.4%.0%.4%21.1%30岁以下Count217524215520135 % of Total.8%7.2%21.9%17.7%6.3%2.1%.8%.0%57
19、.0%TotalCount425877334941237 % of Total1.7%10.5%36.7%30.8%14.3%3.8%1.7%.4%100.0% 年龄 * 合理房价 表2-35 合理房价Total 1000元/平米以内1000-1500元/平米1500-2000元/平米2500元/平米以上 缺省值 年龄 Count141330030 % of Total5.9%5.5%1.3%.0%.0%12.7% 51岁以上Count520018 % of Total2.1%.8%.0%.0%.4%3.4% 41-50岁Count4820014 % of Total1.7%3.4%.8%.0
20、%.0%5.9% 31-40岁Count182450350 % of Total7.6%10.1%2.1%.0%1.3%21.1% 30岁以下Count5861619135 % of Total24.5%25.7%2.5%.4%3.8%57.0%TotalCount9910816113237 % of Total41.8%45.6%6.8%.4%5.5%100.0% 对单价承受能力很低，1000元/平米以内占到42%，30岁以下的人群占25%；1000-1500元/平米占总数46%，其中30岁以下的人群占26%，说明此来人群中高端部分是我们的目标客户群。年龄 * 打算购房的住宅类型 表2-36
21、 打算购房的住宅类型Total 高层住宅（超过12层）多层住宅（6层以下）小高层住宅（8-12层）别墅 年龄 Count12035130 % of Total.4%8.4%1.3%2.1%.4%12.7% 51岁以上Count062008 % of Total.0%2.5%.8%.0%.0%3.4% 41-50岁Count01201114 % of Total.0%5.1%.0%.4%.4%5.9% 31-40岁Count14351050 % of Total.4%18.1%2.1%.4%.0%21.1% 30岁以下Count79616133135 % of Total3.0%40.5%6.8
22、%5.5%1.3%57.0%TotalCount917726205237 % of Total3.8%74.7%11.0%8.4%2.1%100.0%多层住宅仍是此类人群的首选，高达75%，其中30岁以下的人占到41%，31-40岁的人占到18%。年龄 * 打算购买住房的结构 表2-37 打算购买住房的结构Total普通复式错层 年龄 Count1695030% of Total6.8%3.8%2.1%.0%12.7%51岁以上Count50308% of Total2.1%.0%1.3%.0%3.4%41-50岁Count1013014% of Total4.2%.4%1.3%.0%5.9%
23、31-40岁Count28174150% of Total11.8%7.2%1.7%.4%21.1%30岁以下Count7237224135% of Total30.4%15.6%9.3%1.7%57.0%TotalCount13164375237% of Total55.3%27.0%15.6%2.1%100.0% 从总体来看，普通住宅有很大的消费市场，占到55%，同时，复式和错层也有部分消费人群，分别占27%和16%。其中较为明显的是30岁以下的人群对复式和错层新型户型比较感兴趣，分占到16%和9%。B、家庭年收入因素列联表分析家庭年收入 * 购房户型 表2-38 购房户型Total 一房
24、一厅一卫两房一厅一卫两房两厅一卫两房两厅两卫三房两厅一卫三房两厅两卫 家庭年收入 Count1556122132 8万元以上% of Total.4%2.1%2.1%2.5%5.1%.8%.4%13.5% Count00010001 % of Total.0%.0%.0%.4%.0%.0%.0%.4% 5-8万元Count054052117 % of Total.0%2.1%1.7%.0%2.1%.8%.4%7.2% 2-5万元Count0818162010173 % of Total.0%3.4%7.6%6.8%8.4%4.2%.4%30.8% 2万元以下 Count226381518105
25、114 % of Total.8%11.0%16.0%6.3%7.6%4.2%2.1%48.1%TotalCount344653855248237 % of Total1.3%18.6%27.4%16.0%23.2%10.1%3.4%100.0% 家庭年收入 * 打算购买的住宅面积 表2-39 打算购买的住宅面积Total 60平米以下6080平米80-100平米100-120平米120-150平米150-180平米180平米以上 家庭年收入 缺省值Count111110711032% of Total.4%.4%4.6%4.2%3.0%.4%.4%.0%13.5%8万元以上 Count001
26、000001% of Total.0%.0%.4%.0%.0%.0%.0%.0%.4%5-8万元 Count0264230017% of Total.0%.8%2.5%1.7%.8%1.3%.0%.0%7.2%2-5万元 Count1323311410073% of Total.4%1.3%9.7%13.1%5.9%.4%.0%.0%30.8%2万元以下 Count219462811431114% of Total.8%8.0%19.4%11.8%4.6%1.7%1.3%.4%48.1%Total Count425877334941237% of Total1.7%10.5%36.7%30.8
27、%14.3%3.8%1.7%.4%100.0% 从以上分析可以看出，家庭年收入在5万以上意向在120-140平米，家庭年收入在2-5万的人群购房消费倾向于100-120平米，占到总数的13%，同时，家庭年收入在2万以下的人群购房倾向于80-100平米，占到总数的19%。家庭年收入 * 合理房价 表2-40 合理房价Total 1000元/平米以内1000-1500元/平米1500-2000元/平米2500元/平米以上 家庭年收入 Count131630032% of Total5.5%6.8%1.3%.0%.0%13.5%8万元以上 Count001001% of Total.0%.0%.4%
28、.0%.0%.4%5-8万元 Count3850117% of Total1.3%3.4%2.1%.0%.4%7.2%2-5万元 Count273730673% of Total11.4%15.6%1.3%.0%2.5%30.8%2万元以下 Count5647416114% of Total23.6%19.8%1.7%.4%2.5%48.1%TotalCount9910816113237 % of Total41.8%45.6%6.8%.4%5.5%100.0% 人群中绝大多数的目的还在于满足稍高一些的居住需求，经济承受力弱。家庭年收入 * 打算购房的住宅类型 表2-41 打算购房的住宅类型T
29、otal 高层住宅（超过12层）多层住宅（6层以下）小高层住宅（8-12层）别墅 家庭年收入 Count12235132 % of Total.4%9.3%1.3%2.1%.4%13.5% 8万元以上Count000011 % of Total.0%.0%.0%.0%.4%.4% 5-8万元Count0926017 % of Total.0%3.8%.8%2.5%.0%7.2% 2-5万元Count55674173 % of Total2.1%23.6%3.0%1.7%.4%30.8% 2万元以下Count3901452114 % of Total1.3%38.0%5.9%2.1%.8%48.
30、1%TotalCount917726205237 % of Total3.8%74.7%11.0%8.4%2.1%100.0% 家庭年收入 * 打算购买住房的结构 表2-42 打算购买住房的结构Total 普通复式错层 家庭年收入 Count15106132% of Total6.3%4.2%2.5%.4%13.5%8万元以上 Count10001% of Total.4%.0%.0%.0%.4%5-8万元 Count656017% of Total2.5%2.1%2.5%.0%7.2%2-5万元 Count332811173% of Total13.9%11.8%4.6%.4%30.8%2万
31、元以下 Count7621143114% of Total32.1%8.9%5.9%1.3%48.1%Total Count13164375237% of Total55.3%27.0%15.6%2.1%100.0%小结：中等及中等偏下层面消费者的需求在80-140平米，单价在1000-1500元/平米的中低档的多层普通住宅，特点是只要价格合适其他因素会考虑少一些。此问卷中的高端客户群需求应是我们的针对性目标客户群。通过对访谈问卷的分析，其被调查者高端层面与主体问卷需求基本吻合，有效支持了主体问卷中这一层面的需求取向的一致性。但由于30岁以下的人群（占有总体57%），在访谈问卷中占的比重偏大，
32、所以影响了总体的选择倾向值。户型面积主要集中在80-100平米、100-120平米和100-120平米，前两项分别占到37%和31%。户型选择集中在两房一厅一卫，两房两厅一卫，三房两厅一卫，分别占到总体的12%，17%，13%，是相对集中的三个户型。相对来讲，人们普遍接受的仍是传统的平层住宅。收入人群大多在年收入2万元以下，代表层面偏低。报纸问卷分析（见附件二）期望居住面积表3-22FrequencyPercentValid PercentCumulative PercentValid100-120平米2139.639.639.6 80-100平米1426.426.466.0 120-140平
33、米815.115.181.1 60-80平米47.57.588.7 150-180平米47.57.596.2 11.91.998.1 140-150平米11.91.9100.0 Total53100.0100.0 消费者中100-120平米是最集中需求，面积跨度依然集中在80-140平米之间。表3-19FrequencyPercentValid PercentCumulative PercentValid10-20万4177.477.477.420-30万1120.820.898.130-40万11.91.9100.0Total53100.0100.0 购房的总预算 购房原因表3-6FrequencyPercentValid PercentCumulative PercentValid 23.83.83.8 本地拆迁47.57.511.3 改善居住条件3566.066.077.4 投资升值47.57.584.9 结婚用房713.213.298.1 其他11.91.9100.
