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目標族群 TARGET AUDIENCE
「美國房地産網站Trulia提供的分析數據顯示，26至34歲群體的租房率接近 60%，相比於2006年上漲11個百分點。Bankrate高級分析師Holden- Lewis表示，年輕人對置業不感興趣並不奇怪，租房可以讓他們的生活更為 靈活自由。」 居住在城市的租用公寓裡的人數正在增長，這些人的特性是年輕、剛出社會 、未婚、在城市工作，他們不會拿錢來買一棟平房，因為收入、交通、婚姻 狀況等的考慮。而這些公寓大樓除非是高級大樓，否則一般未婚年輕人租房 的大樓不會有壁爐(電壁爐或瓦斯壁爐)，而是以設置簡單的暖氣為主。 而這些年輕人正是這個瓦楞壁爐的目標族群。
“According to analyze data offering by America real estate website Trulia, 26 to 34-year-old group rental rate of nearly 60%, compared to 2006 rose 11 percentage points. Bankline senior analyst HoldenLewis said young people are not interested in home buyers is not surprising that renting can make their lives more flexible and free.”
The group of People living in rental apartments located in urban area is increase. These people are young, unmarried, fresh graduate, working at the city. They might rent a house in city rather than buying a house in suburb area because of imcoming, commuting or still single. Nevertheless, the normal departments are inquired with central heater instead of traditional fireplace (or gas/electrical fireplace) except of luxury departments.
To sum up, those people are the target audience of this product, Firefold.
10 % 5% 0% -5 % -10 %
出租公寓家戶成長率
0.36 %
8.03 %
自願選擇 41%
以上皆非
7% 不確定 1%
美國家戶選擇租屋之考慮因素
資料來源:整理自 FannieMae，2001《NationalHousingSurvey》
環境限制 51%
-5.69 %
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美國出租公寓家戶成長比較圖
小於 20000美金
20000 大於
-49000美金 資料來源:NMHC，2000《National Multi Housing Council Annual Report》。 http://www.nmhc.org/
50000美金
FireFold