金地·格林世界消费者定性研究报告『格林世界营销策划报告附件』金地集团上海公司市场部·格林世界营销策划组?上海电通营业八部?恒辉市场研究公司?2014年5月?格林世界营销策划报告附件——消费者定性研究报告目录第一部分：项目简介................................................................................................................................31、项目背景.........................................................................................................................................32、研究目的.........................................................................................................................................33、研究方法.........................................................................................................................................44、调查对象、样本条件及调查总量.................................................................................................41.调查对象........................................................................................................................................42.样本条件........................................................................................................................................43.调查总量........................................................................................................................................55、抽样的方法.....................................................................................................................................7第二部分：研究综述..............................................................................................................................121、中国中产阶层的生活形态...........................................................................................................121.家庭事业观..................................................................................................................................122.品牌观..........................................................................................................................................173.休闲观..........................................................................................................................................184.媒体观..........................................................................................................................................205.投资理财观..................................................................................................................................216.研究综述......................................................................................................................................226.1生活在上海的中产阶层总体特征......................................................................................................226.2生活在上海的中产阶层细分..............................................................................................................236.3四种类型中产阶层的生活形态详述：..............................................................................................242、中产阶层的购房行为分析...........................................................................................................291.购买动机......................................................................................................................................292.考虑因素......................................................................................................................................303.近郊透析......................................................................................................................................314.对低密度的理解：......................................................................................................................365.对不同物业的理解：..................................................................................................................376.信息渠道......................................................................................................................................407.研究综述......................................................................................................................................413、2100亩格林世界概念测试..............................................................