中图分类号
学校代码
10290
UDC
密
级
公开
中国矿业大学
工商管理硕士专业学位论文
养老地产项目消费者购买意愿及营销策略研究
Consumers' Purchase Intention and Marketing
Strategy of Pension Real Estate Project
作
者
高一凡
导
师
李爽
申请学位工商管理硕士专业学位
培养单位
研究方向
评阅人
矿大管理学院
养老地产
学科专业
工商管理
答辩委员会主席
丁志华
二○二一年十二月

摘要
随着我国人口老龄化的不断加剧，我国养老产业的发展已明显不能适应老年
人养老生活的需要，在这样的背景下，我国养老相关产业的发展不断受到政界和
学界的重视，而养老地产项目的发展为老年生的养老生活提供重要保障。基于此，
本文以养老地产项目为切入点，深入分析养老地产项目中，影响消费者购买意愿
的因素以及企业应当采取的营销策略，以期为类似养老地产项目的后期开发和营
销提供有价值的参考。
首先，本文通过对国内外相关研究的阅读和整理，选定影响消费者购房意愿
的四个角度即个体特征因素、内部需求因素、住宅特征因素以及外部环境因素，
作为研究中购房意愿的前因变量，构建了养老地产项目消费者购买意愿影响因素
的理论模型并提出相应的假设。基于此，以选定的四个因素作为预测变量构建了
购房意愿影响因素分析的实证模型，并借鉴已有成熟量表，以徐州月亮湾项目的
购房客户作为目标对象进行问卷调查。利用收集到的数据，通过 SPSS和 AMO
软件进行数据分析和结构方程模型分析，以验证假设。实证分析得出，个人特征
因素中的性别和固定月收入与购房意愿存在一定相关性，内部需求因素、住宅特
征因素、外部环境因素均能显著正向影响消费者购房意愿。
进一步，应用宏观环境分析和竞争态势分析两种方法，综合分析徐州月亮湾
项目营销的内外部环境，即月亮湾项目所处的政治环境、经济环境、社会与文化
环境以及技术环境，以及该项目的的优劣势和占据的外部机会和面临的外部挑
战，进而全面总结和评估该项目，并指出可供借鉴的营销策略。分析结果表明，
月亮湾项目营销的成功之处在于顺应时代的需要和对于消费者需求的满足，劣势
在于升值空间的局限以及开发商知名度和开发经验的不足。
最后，结合实证分析结果、宏观环境分析和竞争态势分析的结果，针对类似
月亮湾项目的养老地产项目，本文从营销对象、营销内容、营销环境、营销方式
等方面提出相应的营销策略建议，为养老地产项目更加科学合理地营销提供参考
和借鉴。
关键词：养老地产项目；购买意愿；营销策略；结构方程模型
I

Abstract
With the increasing aging of China's population, the development of China's
pension industry is obviously unable to meet the needs of the elderly.In such a context,
the development of China's pension-related industries has been paid attention by
political and academic circles. And the development of pension real estate projects
provides an important guarantee for the pension life of elderly students.Based on this,
this article takes the pension real estate project as the entry point to make an in-depth
analysis of the factors that affect consumers' purchase willingness in the pension real
estate projects and the marketing strategies that enterprises should adopt, in order to
provide valuable reference for the later development and marketing of similar pension
real estate projects.
First, this paper, by reading and organizing relevant research at home and abroad,
select the four factors, individual feature factors, internal demand factors, residential
feature factors and external environmental factors, as the predependent variables of
the willingness to buy homes in the study, constructed the theoretical model of the
factors and put forward the corresponding assumptions.Based on this, an empirical
model for the analysis of the influencing factors of house purchase willingness was
constructed with the selected four factors as the predictive variables, and it drew on
the existing mature scale to conduct a questionnaire survey with the house purchase
customers of Xuzhou Moon Bay project as the target object.Data collected, data
analysis and structural equation model analysis were performed by SPSS and AMO
software to verify assumptions.Empirical analysis shows that gender and fixed
monthly income in personal characteristics factors have a certain correlation with the
willingness to buy a house, and internal demand factors, residential characteristics
factors and external environmental factors can significantly positively affect
consumers' willingness to buy a house.
Further, apply two methods of macro environment analysis and competitive
situation analysis, comprehensively analyze the internal and external environment of
Xuzhou Moon Bay project marketing, namely its political environment, economic
environment, social and cultural environment and technical environment, as well as
its advantages and disadvantages, external opportunities and external challenges, and
then comprehensively summarize and evaluate the project, and point out the
marketing strategies for reference.The analysis results show that the success of the
Moon Bay project marketing lies in meeting the needs of the times and meeting the
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