发帖
雷达卡
| S这学期上课，我发现到了一个特别的课程网站中心，网站中，由我们教授Clyde Warden先生，与他的友人们，在chinese consumer connection空間中，拍摄了许多华人文化地区的消费特性，并进一步地作讨论与研究，对于我这学期所修习的society marketing课程，有许多的帮助。以下是节录一部分的文章，在这篇探讨台湾地区购物习惯的文章中，可以发现到，现在房价的高涨，与看屋人的习性。这些文章，对于许多市场特性的研究都有诸多帮助。h Real estate speculation and bubbles are common from London to Tokyo, but in Greater China, home prices reach levels that make buyers' heads spin. During real estate bubbles, these prices go through the roof, but even during less speculative times, prices are many times higher than in the West, even though income levels are less than half. In this episode, Clyde and James tell about the shopping stage of buying a home. Using their own experience, they look at some of the underlying cultural reasons for these high prices and exactly what is involved in the buying decision.Although a home is a basic human need, the question of rent vs buy is often very cultural. For Chinese consumers, a house is a vital part of their public face. What is interesting is that once a house is owned, not much goes into the inside. Home sales do not automatically translate into a long stream of purchases for the home. The most typical home these days is a flat or condo. Independent standing homes are more rare, especially in the coastal China cities. The market is dominated by developers who use young adults to sell the flats. Almost no information or details are known by the sales staff. It can be disconcerting talking to a new collage graduate about spending over a million USD. Prices are based more on an expectation of huge profits from price increases than any actual value. It is a generally seen as an investment rather than a living space, thus roping in two major Chinese values, face from owning, and get rich fast investments.Renting, on the other hand, can be very reasonable, since many homes are second homes for investment, sitting around vacant for years. Even with high vacancy rates, owners are highly resistant to lower prices; it is after all an investment that MUST pay off. From the buyer's perspective, the value is very difficult to evaluate with any metric. It is common to hear the story about someone who took the huge loan then doubled his/her money within a year. Chinese tend to never talk about their loses though. In the end, although Greater China is seen has being flush with cash, lots of that cash is sucked into the housing market. The mainstream consumers are under huge pressure to take on large mortgages, leaving very little disposable income. Consumers then emphasize cost savings on their consumer good purchases. |
京公网安备 11010802022788号
