| 摘要 | 第5-6页 |
| Abstract | 第6页 |
| Chapter 1 Introduction | 第13-20页 |
| 1.1 Research Background | 第13-17页 |
| 1.1.1 Current situation | 第16-17页 |
| 1.2 Purpose of the study | 第17-18页 |
| 1.3 Focus of study and research questions | 第18页 |
| 1.4 The limitations of study | 第18页 |
| 1.5 Value of the study | 第18-19页 |
| 1.6 Definition of vocabularies in this research | 第19-20页 |
| Chapter 2 Literature Review | 第20-34页 |
| 2.1 Conceptual and related theories | 第20-26页 |
| 2.1.1 Theory of customer decision process in buying | 第20-22页 |
| 2.1.2 Characteristics of demography theory | 第22-23页 |
| 2.1.2.1 Gender | 第22-23页 |
| 2.1.2.2 Age | 第23页 |
| 2.1.2.3 Status | 第23页 |
| 2.1.2.4 Occupation and Income | 第23页 |
| 2.1.3 Marketing mix(7Ps)theory | 第23-26页 |
| 2.1.3.1 Product | 第24页 |
| 2.1.3.2 Price | 第24页 |
| 2.1.3.3 Place | 第24页 |
| 2.1.3.4 Promotion | 第24-25页 |
| 2.1.3.5 People | 第25页 |
| 2.1.3.6 Physical Environment | 第25页 |
| 2.1.3.7 Process | 第25-26页 |
| 2.2 Related studies and researches | 第26-33页 |
| 2.2.1 Demography factors | 第26-28页 |
| 2.2.1.1 Gender | 第26页 |
| 2.2.1.2 Occupation | 第26-27页 |
| 2.2.1.3 Income | 第27-28页 |
| 2.2.2 Marketing mix(7Ps)factors | 第28-33页 |
| 2.2.2.1 Product | 第28-29页 |
| 2.2.2.2 Price | 第29-30页 |
| 2.2.2.3 Place | 第30页 |
| 2.2.2.4 Promotion | 第30-31页 |
| 2.2.2.5 People | 第31-32页 |
| 2.2.2.6 Physical environment | 第32页 |
| 2.2.2.7 Process | 第32-33页 |
| 2.3 Research framework | 第33-34页 |
| Chapter 3 Methodology and Data | 第34-41页 |
| 3.1 Research variables | 第34-36页 |
| 3.1.1 Interview Section | 第34-35页 |
| 3.1.2 Independent Variables | 第35-36页 |
| 3.1.2.1 Demography factors | 第35页 |
| 3.1.2.2 Marketing mix(7Ps)factors | 第35-36页 |
| 3.1.3 Dependent Variables | 第36页 |
| 3.2 Sample populations | 第36-37页 |
| 3.2.1 Data collection methods of Chinese people | 第36-37页 |
| 3.2.2 Data collection methods of local residents | 第37页 |
| 3.3 Hypothesis | 第37-39页 |
| 3.3.1 Hypothesis of demography factor | 第38-39页 |
| 3.4 Analyzing and hypothesis testing | 第39页 |
| 3.5 Collecting data process | 第39-41页 |
| 3.5.1 Data collecting for Chinese people | 第39-40页 |
| 3.5.2 Data collecting for local residents | 第40-41页 |
| Chapter 4 Data Analysis | 第41-85页 |
| 4.1 Data analysis of buying interest of Chinese in Chiang Mai | 第41-49页 |
| 4.1.1 Demographic characteristics of total Chinese samples | 第41-44页 |
| 4.1.2 The reason for visiting Chiang Mai,Thailand | 第44-45页 |
| 4.1.3 The percentage of Chinese that had real-estate in Thailand | 第45-46页 |
| 4.1.4 The percentage of showing interest in buying condominium in Chiang Mai,Thailand | 第46-47页 |
| 4.1.5 The reason for buying condominium in Chiang Mai,Thailand | 第47-48页 |
| 4.1.6 The main reason that Chinese interested in buying condominium in Chiang Mai,Thailand | 第48-49页 |
| 4.2 The factors that attract Chinese people to buy condominium in Chiang Mai | 第49-53页 |
| 4.3 The analysis of factors that effects Chinese people’s decision to buy condominium in Chiang Mai,Thailand | 第53-60页 |
| 4.3.1 Gender and level of decision | 第53-54页 |
| 4.3.2 Age and level of decision | 第54-56页 |
| 4.3.3 Status and level of decision | 第56-57页 |
| 4.3.4 Occupation and level of decision | 第57-59页 |
| 4.3.5 Income and level of decision | 第59-60页 |
| 4.4 The hypothesis and analysis of marketing mix(7Ps)of factors that attract Chinese people to buy condominium in Chiang Mai,Thailand | 第60-65页 |
| 4.4.1 The analysis of suitability of variable for using in Factor Analysis | 第60-61页 |
| 4.4.2 Defining groups of Variables | 第61-65页 |
| 4.5 Linear Regression Analysis for testing the hypothesis of factors from Factor Analysis | 第65-72页 |
| 4.6 The result of local residents’opinion about Chinese people buying condominium in Chiang Mai | 第72-75页 |
| 4.7 The feedback opinion from local residents in Chiang Mai,Thailand | 第75-80页 |
| 4.8 The conclusion n of local residents’opinion of Chinese people buying condominium in Chiang Mai,Thailand | 第80-81页 |
| 4.9 The comparison of Chinese decision and local residents’opinion | 第81-85页 |
| 4.9.1 Product Factor | 第81-82页 |
| 4.9.2 Price and Promotion Factor | 第82页 |
| 4.9.3 Place Factor | 第82-83页 |
| 4.9.4 Services and System Factor | 第83页 |
| 4.9.5 Physical Environment Factor | 第83-85页 |
| Chapter 5 Conclusions and Recommendations | 第85-95页 |
| 5.1 Summary of research | 第85-88页 |
| 5.1.1 The demography analysis | 第85-86页 |
| 5.1.2 The general information of samples | 第86页 |
| 5.1.3 The factors that attract Chinese people to buy condominium in Chiang Mai | 第86-88页 |
| 5.2 Suggestion for entrepreneurs | 第88-93页 |
| 5.2.1 More information | 第88-89页 |
| 5.2.2 The location of condominiums | 第89-90页 |
| 5.2.3 Designing and building quality of condominiums | 第90页 |
| 5.2.4 Marketing of condominium | 第90-91页 |
| 5.2.5 Environment and neighborhood | 第91-92页 |
| 5.2.6 Process,system,and services | 第92-93页 |
| 5.3 Limitation of research | 第93页 |
| 5.4 Recommendations for next research | 第93-95页 |
| References | 第95-99页 |
| Appendices | 第99-110页 |
