基于层次分析法的购房研究及应用

摘    要
广州的房地产行业一直走在改革开放的最前沿，近年来广州经济的高速发展反映出广州居民整体进入较富裕的小康生活水平，与之相呼应的是广州居民对居住的需求也在不断增长，广州房地产市场将持续发展。目前多数消费者有的出于进行投资以实现资产升值，有的出于成家立业购房，有的因房子小想换个大的，还有的是为了解决户口问题而买房。基于这些目的，消费者在购房时还要综合考虑种种因素，以使到自己能买到称心如意的房子。因此，本文采用层次分析法，用可以量化的手段来达到帮助消费者在购房时进行有效的决策。
通过了解消费者行为的理论模型，可以从不同的视角来探讨消费者的行为，其中之一就是消费者的决策过程。住宅购房决策主要包括需求确认、信息搜寻、方案评估、购买决策以及购后行为的连续程序购买决策过程。
在消费者对市场影响力逐渐增强的趋势下，如何更好地了解和把握消费者购房时考虑的因素是极具现实意义的问题。本文通过引导式的问卷调查方式来确定影响消费者购房的因素以及通过定性的方法确定消费者购房目的的划分。提出满意度的概念来帮助消费者更好的判断购买诚心的房子。

关键词：层次分析，价格，满意度，一致性检验
Abstract
   Guangzhou's real estate industry has been at the forefront of reform and opening up in recent years, the Guangzhou Economic reflects the rapid development of Guangzhou residents as a whole to enter the more affluent well-off standard of living, with echoes of Guangzhou residents living on the demand is als o growing Guangzhou real estate market will continue to develop. At present the majority of consumers out of some investment to achieve the appreciation of assets, some Chengjialiye for house purchase, because some small houses to big change, there is the account in order to solve the problem of housing purchases. For these purposes, consumers in the purchase when they considered all these factors, so that they can buy Chenxinruyi house. Therefore, this paper, AHP, with quantifiable means to achieve help consumers in buying houses at an effective decision-making.
    By understanding consumer behavior model, from a different perspective on consumer behaviour, one of which is the consumer's decision-making process. Residential housing purchases, including the main decision-making needs confirmation, information search, evaluation of the programme, after the purchase decision-making and procurement procedures for the purchase of the decision-making process.
In the consumer market to gradually increase the influence of the trend, how to grasp a better understanding of consumers and the factors considered when the purchase is extremely relevant issues. Through the guidance of the questionnaire survey to determine the impact on consumers through the purchase of qualitative factors and determined the purpose of consumers buying houses. The concept of satisfaction by helping consumers to better judge the sincerity to buy a house.

Key words: AHP , Price, Contentment, Checkout the consistency

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