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上海住宅产业已进入了“大众住宅市场”的新时期,即个人消费者为市场消费主体,中等收入者为市场购买主力的时期。这些市场购买主力注重居住环境,关心综合功能,追求质优价廉。要开发出让这些主力消费者满意的住宅,关键是要把握好其产品定位的核心——大众住宅的文化定位。大众住宅不是豪宅,也不是廉租屋,如何去把握好它的文化定位的度,本文提出了一些见解。1 关于大众住宅人文因素的结构分析大众住宅的人文因素,即泛指大众住宅所蕴涵的,能体现大众消费者“优质廉价”的价值观,能影
Shanghai’s housing industry has entered a new era of “mass residential market” where individual consumers are the main consumers of the market and middle-income earners buy the main force of the market. The main focus of these markets to buy living environment, care about integrated functions, the pursuit of quality and cheap. The key to developing a home that satisfies these key consumers is to grasp the cultural positioning of the home, the core of its product positioning. Public housing is not a luxury, nor is it low-cost housing, how to grasp the degree of its cultural orientation, this paper presents some insights. 1 on the mass residential human factors structural analysis Mass residential human factors, which refers to the general public housing implications, can reflect the mass consumer “high quality cheap” values, can shadow