某城市房地产企业绿色营销策略研究市场营销专业.docx

题 目 哈尔滨房地产企业绿色营销策略研究 摘 要 随着社会经济发展和人类文明进步，人们的环保观念和绿色消费意识愈来愈 强，绿色营销无疑在不久的将来会成为企业营销的主导。本文选取当今中国经济 最活跃的房地产市场作为行业背景，研究我国房地产企业的绿色营销问题。房地产行业的快速发展，给群众生活和国民经济带来了巨大利益的同时，其粗放式的开发经营模式产生的诸多环境问题，也日益受到社会的关注。房地产开发过程中导致了耕地占用、土壤破坏、水土流失、钢铁、水泥、木材等资源的巨大浪费，使用过程中水、电、热、气等能源的无畏消耗和生活垃圾的无处理排放等，给生态环境造成了巨大的压力。 本文首先就房地产绿色营销的基本内涵进行了分析，接着从传统住宅的历史 传承、城市生态建设的必然要求、房地产可持续发展的必然选择三个方面阐述了 房地产营销的必然性，从物质保证、技术支撑、市场潜力和外部环境讨论了房地 产绿色营销的可行性；接下来的第四章讨论房地产企业绿色营销的实施策略，通 过回答“为谁建造绿色物业”和“绿色物业将要满足哪些需求”两个问题，定了 企业的经营目标；通过“4P”理论，从绿色物业、绿色价格、绿色渠道、绿色促 销，四个方面系统地说明了如何完成既定目标；第五章阐述了为保证房地产绿色 营销的顺利实施，必须有效的贯彻 CS 战略；最后本文作者通过东营本地一个房 产项目，具体说明了房地产绿色营销在实际中是如何应用的，以及通过绿色营销 取得的效益。 本文认为，尽管由于种种原因，房地产绿色营销的广泛应用还有很长的一段 路要走，政府要努力，企业要努力，全民消费意识要不断改善，但是在不久的将 来，房地产绿色营销必然占据主导地位。 关键词：绿色营销；绿色营销；营销战略； ABSTRACT With the development of social economy and the progress of human civilization, people's environmental awareness and green consumption consciousness is becoming more and more Strong, green marketing is no doubt in the near future will become the leading enterprise marketing. This article selects the current Chinese economy The most active real estate market as an industry background, the study of the green marketing of real estate enterprises in china. The rapid development of the real estate industry, to the people's lives and the national economy has brought great benefits, while its extensive development and operation of many environmental problems, but also the growing concern of the community. In the process of real estate development leads to a huge waste of the occupation of cultivated land, destruction of the soil, soil and water loss, iron and steel, cement, timber and other resources, use of water, electricity, heat, gas and other energy fearless consumption and life garbage treatment discharge, to the ecological environment caused tremendous pressure. In this paper, the basic connotation of the real estate green marketing is analyzed, and then from the traditional residential history Inheritance, the inevitable requirement of urban ecological construction, the inevitable choice of sustainable development of real estate are described in three aspects The inevitability of the real estate marketing, from the material guarantee, technical support, market potential and the external environment to discuss the real estate The feasibility of producing green marketing; the next fourth chapters discuss the implementation strategy of green marketing of real estate enterprises. Over the answer "for whom the construction of green property" and "green property will meet what needs" two issues, set the Business objectives of the enterprise; through the "4P" theory, from the green property, green prices, green channels, green promotion Sales, the four aspects of the system to explain how to complete the established objectives; the fifth chapter describes the real estate to ensure green The smooth implementation of marketing, we must effectively implement the CS strategy; finally, the author of this article through a local housing in Dongying Production projects, the specific description of the real estate green marketing in practice is how to apply, as well as through the green marketing Benefits obtained. This article believes that, despite all sorts of reasons, the wide application of green marketing of real estate is still a long period of The way to go, the government should work hard, enterprises should strive to continuously improve the awareness of the whole people, but in the near future Come, real estate green marketing is bound to occupy the leading position. KEY WORDS： Green marketing; Green marketing; Marketing strategy; 目 录 摘 要 1 ABSTRACT 1 1绪 论 4 1.1研究背景和意义 4 1.1.1研究背景 4 1.1.2研究意义 5 1.2国内外研究综述 6 1.2.1国外研究综述 6 1.2.2国内文献综述 7 1.3主要研究内容及采用方法 8 1.3.1研究内容 8 1.3.2采用方法 8 2房地产企业绿色营销策略的相关基础理论 9 2.1房地产绿色营销的概述 9 2.1.1房地产绿色营销的概念 9 2.1.2房地产绿色营销的特点 9 2.1.3房地产绿色营销的主要内容 10 2.2房地产绿色营销的相关理论 11 2.2.1城市生态经济学理论 11 2.2.2可持续发展理论 12 2.2.3绿色营销理论 13 3哈尔滨房地产企业绿色营销策略的现状以及问题分析 14 3.1绿色住宅的内涵及特点 14 3.1.1绿色住宅的内涵 14 3.1.2绿色住宅的特点 15 3.2哈尔滨房地产企业绿色营销策略现状分析 16 3.2.1绿色住宅的需求结构现状分析 16 3.2.2 技术环境与绿色物业提供保障 17 3.2.3 绿色建材开始运用于物业开发 17 3.2.4 绿色营销—技术支撑 17 3.3房地产企业绿色营销策略问题分析 20 3.3.1房地产绿色营销产品的有效需求不足 20 3.3.2实施绿色营销的成本较高 20 3.3.3环保产业技术水平比较落后 21 3.3.4投资结构不合理 21 3.3.5绿色营销意识淡薄 22 3.3.6消费者的绿色意识薄弱 22 3.3.7未建立地域特色的绿色住宅评估系统 22 4提高房地产企业绿色营销策略的建议 24 4.1从政府方面建议 24 4.1.1建立绿色住宅评估系统 24 4.1.2在政策、资金方面给予支持 24 4.1.3大力推进房地产金融体制改革 25 4.1.4加强对消费者的绿色教育 25 4.1.5完善相关法规和制度,加强法制监控 26 4.2房地产企业方面 26 4.2.1大力培育绿色营销的产品市场 26 4.2.2实施绿色环保认证 26 4.2.3提高绿色营销人员的整体素质 27 4.2.4加大绿色科研力度 27 4.2.5对绿色营销绩效进行评价 28 5结论与展望 28 致 谢 29 参考文献 30 1绪 论 1.1研究背景和意义 1.1.1研究背景 房地产绿色营销是指房地产企业为谋求自身与环境的和谐共存，而把生态观念引入其营销活动以指导其策划与实 施的过程。绿色营销概念（Green Marketing）产生于二十世纪七、八十年代，是市场营销的一个新的发展方向。虽然对于绿色营销的概念，理论界对其的定义没有统一的表述，但笔者认为可将 其概括为以下的观点：所谓的绿色营销，是指社会