【正文】 .................................424233. 收入結(jié)構(gòu)分析 ...............................................................................................................43433三、購房需求分析 ................................................................................................................434331. 面積需求分析 ...............................................................................................................434332. 收入與可承受價(jià)位交叉分析 .......................................................................................444433. 套型 選 擇 .......................................................................................................................454534. 消費(fèi)者可承受商品房總價(jià)分析 ...................................................................................45453四、購房者行為分析 ............................................................................................................454531. 付款方式分析 ...............................................................................................................454532. 收入與媒體影響度交叉分析 .......................................................................................464633. 年齡與購房區(qū)域交叉分析 ...........................................................................................474734. 購房者對(duì) 2022 年房價(jià)變化的心理預(yù)期和接受能力分析 .........................................474733 / 74第五節(jié) 生活指數(shù)評(píng)價(jià) ............................................................................................................49493一、 生活指數(shù)評(píng)價(jià) ........................................................................................................494931. 區(qū)域生活指數(shù)模型 .......................................................................................................494932. 應(yīng)用與測(cè)評(píng)結(jié)果 ...........................................................................................................50503二、典型樓盤生活指數(shù)評(píng)價(jià) ................................................................................................505031. 典型樓盤生活指數(shù)模型 ...............................................................................................505032. 應(yīng)用與測(cè)評(píng)結(jié)果 ...........................................................................................................51513三、典型樓盤性價(jià)比分析 ....................................................................................................52523四、抉策地產(chǎn)研究中心生活指數(shù)專項(xiàng)研究 ........................................................................525231. 典型樓盤生活指數(shù)及性價(jià)比綜合分析報(bào)告 ...............................................................525232. 樓盤項(xiàng)目前期定位研究 ...............................................................................................52523第六節(jié) 廣告監(jiān)測(cè)與研究 ........................................................................................................53533一、第三季度南京市房地產(chǎn)平面廣告投放監(jiān)測(cè) ................................................................53533二、2022 年 112 月南京市樓盤報(bào)紙平面廣告投放統(tǒng)計(jì)分析 .....................................535331. 投放量排名 ...................................................................................................................535332. 投放頻率排名 ...............................................................................................................535333. 分區(qū)域投放量統(tǒng)計(jì) .......................................................................................................545434. 物業(yè)類廣告投放量統(tǒng)計(jì) ...............................................................................................545435. 開發(fā)商樓盤平面廣告投放量統(tǒng)計(jì) ...............................................................................55553三、南京地區(qū)各平面媒體影響度分析 ................................................................................55553平均日發(fā)布廣告量統(tǒng)計(jì) ....................................................................................................55553四、樓盤形象宣傳主題跟蹤分析 ........................................................................................565631. 2022 年 1 12 月樓盤平面廣告投放主題類型分析 .................................................565632. 2022 年 1 12 月樓盤平面廣告投放主題宣傳用語一覽 .........................................56563五、從購房者相關(guān)特征分析媒體影響度 ............................................................................575731. 購房者媒體偏好分析 ...................................................................................................575732. 媒體廣告對(duì)購房者決策的影響分析 ...........................................................................58583結(jié) 束 語 ................................................................................................................................59593報(bào)告附件： 2022 年房地產(chǎn)業(yè)政策影響面分析 .....................................................................60603綜 述 ....................................................................................................................................4一 、 前 言 ................................................................................................................................4二、研究方法簡介 ........................................................................................................................54 / 741. 研究背 景 說明 .......................................................................................................................52. 抉 策 地產(chǎn)研究指標(biāo)體系說明 ...............................................................................................6三、延伸服務(wù) ................................................................................................................................7第一節(jié) 市場(chǎng)容量分析 ....................................................................................................................9一、2022 年南 京市房地產(chǎn)市場(chǎng)容量分析 ...................................................................................9（一） 2022 年的商品房市 場(chǎng) 容量 ...........................................................................................91. 拆遷購房仍然處于南京房地產(chǎn)需求的主導(dǎo)地位 ...............................................................92. 投資者比例波動(dòng)較大較快 .................................................................................................103. 結(jié)婚購房比例比較穩(wěn)定 .................................