低碳时代引领下的房地产绿色营销研究

发布时间：2018-05-24 01:58

本文选题：低碳 + 房地产　；参考：《北京交通大学》2014年硕士论文

【摘要】：摘要：随着全球气候变化,经济发展模式的改变,以低能耗、低污染、低排放为特点的低碳生态经济成为发展的风向标。企业积极探索低碳营销战略体系即是对低碳经济稳妥着陆的最好回馈,换言之,低碳经济时代的来临成为企业实施低碳营销的助推器。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。绿色营销是一种全新的营销观念,使生态文明时代房地产企业谋求生存和发展的必然选择。本文以低碳时代为研究背景,以绿色营销为着手点,将房地产营销和绿色营销相结合,低碳理念贯穿全文。首先分析了绿色营销产生的背景、它的内涵和特点,在此基础上引出房地产绿色营销,并对房地产绿色营销进行内涵和发展情况进行了介绍。其次放眼于低碳的时代背景,对低碳的起源和发展,低碳经济下进行低碳建设的意义以及国家对于低碳方面的相关政策进行总结和阐述,分析房地产绿色营销对构建低碳社会的意义,提出了低碳时代下对房地产营销的要求以及二者相互影响的关系,并制定房地产绿色营销策略。在理论分析的基础上,以某房地产开发公司为例,在了解企业概况的基础上进行绿色营销研究,使得营销过程既能满足低碳的环境要求,又能满足开发商的利益需求,同时还能满足购房者的消费需要,达到三者的和谐共赢。最后对全文进行总结并做出展望。
[Abstract]:Abstract: with the change of global climate and the change of economic development mode, low carbon ecological economy characterized by low energy consumption, low pollution and low emission has become the vane of development. Enterprises actively explore the low carbon marketing strategy system is the best feedback to the safe landing of low carbon economy, in other words, the coming of low carbon economy era becomes the booster for enterprises to implement low carbon marketing. Green marketing of real estate refers to the process in which real estate enterprises introduce ecological concept into their marketing activities in order to seek the harmonious coexistence between themselves and the environment in order to guide their planning and implementation. Green marketing is a brand-new marketing concept, which makes real estate enterprises seek survival and development in the ecological civilization era. This article takes the low carbon age as the research background, takes the green marketing as the starting point, unifies the real estate marketing and the green marketing, the low carbon idea runs through the full text. Firstly, it analyzes the background of green marketing, its connotation and characteristics, and then leads to the real estate green marketing, and introduces the connotation and development of real estate green marketing. Secondly, focusing on the background of low-carbon era, the origin and development of low-carbon, the significance of low-carbon construction under low-carbon economy and the national policies on low-carbon are summarized and elaborated. This paper analyzes the significance of real estate green marketing to the construction of a low-carbon society, puts forward the requirements for real estate marketing in a low-carbon era and the relationship between the two, and formulates the real estate green marketing strategy. On the basis of theoretical analysis, taking a real estate development company as an example, green marketing research is carried out on the basis of understanding the general situation of the enterprise, so that the marketing process can not only meet the low carbon environmental requirements, but also meet the interests of developers. At the same time can also meet the consumption needs of buyers, to achieve a harmonious win-win situation. Finally, the paper summarizes the whole paper and makes a prospect.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F299.233.4;X322

【参考文献】