重庆市集中式长租公寓客户偏好特征研究：基于生活场景

曾德珩，单　艳，方　悦

（重庆大学管理科学与房地产学院，重庆400044）

摘　要：随着以租售并举为代表的房地产市场长效机制的建立，集中式长租公寓正成为住房租赁市场的重要组成部分。当前我国集中式长租公寓普遍存在客群定位单一、屡受客户投诉等问题。原因在于不同生活形态下客户偏好差异显著，市场尚未对客户偏好特征进行深入研究。通过梳理集中式长租公寓客户特征的研究现状，依据AIO量表和China-VALS模型完成客户生活形态的问卷设计，结合调研数据分析论证了重庆市集中式长租公寓的客户种类与偏好因子存在显著性差异。最后从项目产品、服务、运营等方面对集中式长租公寓的未来发展提出了相关对策建议。

关键词：集中式长租公寓；客户细分；偏好选择；生活形态

中图分类号：F299.23　文献标识码：A

Research on the Customer Preference of Centralized Long-rented Apartment Based on Life Style—In Case of Chongqing(www.xing528.com)

ZENG Deheng，SHAN Yɑn，FANG Yue

（School of Management Science and Real Estate，Chongqing University，Chongqing 400044）

Abstract：With the establishment of long-term mechanism of real estatemarket which is represented by simultaneous rent and sale，the centralized long-rented apartment is becoming an important part of the housing rentalmarket.However，a few problems still remain with the development of centralized long-rented apartments in China，such as single customer group positioning and common customer complaints.The reason is that there are significant differences in customer preferences under different life styles and the market lacks deep research on the characteristics of customer preferences.Firstly，this paper summarizes the research status and of centralized long-rented apartments.Secondly，based on AIO scale and China-VALS，it studies questionnaire designing of customers’life styles.Thirdly，through questionnaire，it investigates kind and preference of specific tenants in Chongqing’s long-rented apartments.Finally，the paper gives reference suggestions for the future development of China’s centralized long-rented in aspects of projects，services and operations.

Key words：Centralized long-rented apartment；Customers’segmentation；Product preference；Life style