Authors: Yuxi Zhao*,
Topics: Marketing Geography, Business Geography, Economic Geography
Keywords: market research, real estate, land market
Session Type: Paper
Start / End Time: 10:00 AM / 11:40 AM
Room: Balcony N, Marriott, River Tower Elevators, 4th Floor
Presentation File: No File Uploaded
This project aims to promote affordable earthquake resistant housing in China’s four earthquake prone rural areas through local bamboo utilization. China has 1/3 of the world’s continental earthquakes and 1/2 of the world’s earthquake casualties. Recently, bamboo—China's traditional, low-cost, sustainable, energy efficient, and most importantly earthquake resistant building material—has been industrialized, standardized and commercialized into engineered products in developed countries. Since 2008, the International Network for Bamboo and Rattan has marketed pre-fabricated bamboo modular housing. As a result, with its abundant bamboo resources and cheap labor, China exports 54% of the world's bamboo construction materials currently in using. Why does China not enjoy its own engineered bamboo production? This project (1) identifies the significance and magnitude of factors influencing the adoption of pre-fabricated bamboo module housing in four rural earthquake zones in China; (2) determines current prototypes' "key" attributes chosen by local residents, as well as their preference and utility levels of these attributes; (3) makes recommendations on local market oriented redesign based on the budgets and real needs of local residents; (4) proposes potential marketing strategies, financial assistance programs, and policies to encourage adoption and local bamboo use.