我国已进入高质量发展阶段，发展高品质住宅既迎合了人们对于美好居住生活的要求，也有助于我国住房建设领域实现从“数量型发展”向“质量型发展”转变的供给侧结构性改革。为此，一方面，有必要完善高品质住宅的内涵释义，为建立健全有关标准体系、优化住宅产品设计框架提供理论支持；另一方面，有必要深入研究高品质住宅的市场需求，为房地产企业从“重规模”向“重品质”的战略转型决策提供参考，借助市场力量驱动行业的高质量转型。本论文以中国城市高品质住宅作为研究对象，重点关注“消费者”这一市场主体。首先，基于标准、文献与行业实践调研，从消费者视角出发，搭建了高品质住宅需求要素体系，提出了“需求维度-要素清单”的品质提升思路，并系统性梳理了住宅综合品质提升路径。其次，利用条件价值评估法，在我国8座城市开展高品质住宅市场需求调研，收集潜在购房者居住现状满意度、居住环境要素重视情况、针对住宅品质提升的支付意愿等信息，重点测算了各住宅特征品质提升的溢价水平，并基于回归分析探究了消费者特征对支付意愿的影响规律。论文的主要研究结论有：（1）居住需求可划分为8大维度，高品质住宅涵盖的居住环境可拆解为26项要素，“需求维度-要素清单”的二维体系可为住宅综合品质提升的内涵探讨与路径梳理提供新思路。（2）从居民满意度来看，小区适老化设施、小区儿童设施、智能家居系统是当前住宅品质发展短板。（3）各住宅特征的品质水平由“基本状态”升至“理想状态”将享有相当于基础房价2%-4%的溢价认可。（4）性别、年龄、受教育程度、家庭结构、家庭收入水平、居住现状满意度、主观认知态度、置业目的等消费者特征对高品质住宅的支付意愿存在影响。论文的主要建议有：房地产企业在部署住宅品质提升工作时，可将优化满足8类居住需求作为核心目标，并将工作内容拆解、落实到26项居住环境要素逐步开展。根据各城市中各住宅特征品质提升的溢价估算结果，房地产企业应采取必要措施以控制增量成本，寻求供需双方经济可行的最优解。对于主打“舒适健康”的高品质住宅，房地产企业应锁定具备已婚、受教育程度中高、家中有老人或考虑“养老”这一置业目的、对室内物理环境现状不满等特征的消费者进行定向营销。政府有关部门应建立健全官方高品质住宅设计与评价标准，并设立高品质住宅分级认证体系。政府有关部门应采取措施补足小区适老化设施、小区儿童设施、智能家居系统这三项住宅品质发展薄弱点。
China has already entered the stage of high-quality development. Promoting the development of high-quality housing not only caters to people's requirements for a better living life, but also helps to realize the supply-side structural reform from quantity oriented development to quality oriented development in the field of housing construction. Therefore, on the one hand, it is necessary to complete the connotation of high-quality housing, so as to provide theoretical support for establishing and perfecting the relevant standard system and optimizing the design framework of housing products. On the other hand, it is necessary to deeply study the market demand of high-quality housing, so as to provide reference for real estate enterprises on the decision of transforming strategy from focusing on scale to focusing on quality, and to drive the high-quality transformation of the real eatate industry by using market forces.This paper takes high-quality housing in Chinese cities as the research object, and focuses on one of the market subjects: the consumer. Firstly, based on standards, literature and industry practice research, from the perspective of consumers, this paper establishes the demand element system of high-quality housing, puts forward the quality improvement idea combining both of the residential demand and the element list, and systematically combs the realization paths of comprehensive improvement of housing quality. Secondly, this paper uses the Contingent Valuation Method to carry out the market demand research of high-quality housing in 8 cities of China, collects information from potential home buyers, such as the satisfaction with living conditions, the attention to living environment elements, and the willingness to pay related to the improvement of housing quality. Then, this paper calculates the quality improvement premium of different housing characteristics, and explores the impacts of consumer characteristics on willingness to pay based on regression analysis.In this paper, the conclusions are as follows: (1) Residential demand can be divided into 8 dimensions, and the living environment covered by high-quality housing can be disassembled into 26 elements. The two-dimensional system combining both of the residential demand and the element list, can provide new ideas for the connotation discussion and realization paths combing of the comprehensive improvement of housing quality. (2) Based on the degree of satisfaction of residents, residential aging facilities, residential children's facilities and smart home system are the short boards of current housing quality development. (3) For each housing characteristic, the quality improvement from the basic state to the ideal state will earn a premium equivalent to about 2%-4% of the basic house price. (4) Consumer characteristics such as gender, age, education level, family structure, family income level, satisfaction with living conditions, subjective cognitive attitude and purpose of purchase have impacts on the willingness to pay for high-quality housing.Some suggestions are derived from above findings. (1) When deploying the improvement of housing quality, real estate enterprises can take better meeting 8 types of residential demand as the core goal, then disassemble and implement the work to 26 living environment elements. (2) According to the premium estimation results of the quality improvement of each housing characteristic in each city, real estate enterprises should take necessary measures to control the incremental cost and seek the optimal economically feasible solution between the supplier and the consumer. (3) For the high-quality housing focusing on comfort and health, real estate enterprises should carry out targeted marketing to consumers who are married, with a medium or high level of education, living with the elderly or regarding family-based?elderly?care as one of the purchase purposes, dissatisfied with the current situation of indoor physical environment. (4) Relevant government departments should establish and improve the official design and evaluation standards of high-quality housing, and establish a corresponding hierarchical certification system. (5) Relevant government departments should take measures to make up for the three short borads of housing quality development: residential aging facilities, residential children's facilities and smart home system.
