中国房地产绿色营销研究

华中科技大学博士学位论文中国房地产绿色营销研究姓名：张格申请学位级别：博士专业：管理科学与工程指导教师：张子刚20041028III1512IV3456789101112131415,EPASVAbstractTakingapanoramicviewofhistoryandlookingbackvicissitudesofhumansociety,humanisconfrontedwithseveresurvivalcrisisaswellasaccumulatingcolossalmaterialwealth.Crisesarefrequentprogressivelysuchasdesertcreeping,forestdecreasing,speciesextinction,exhaustionofresources,aggravationofenvironmentalpollution,moraldecay,AvianInfluenza,BSE,widespreadofSARS,droughtandwaterloggingandsoon,andthecriseswouldbringdangerupondescendants.Humanshouldfindthecommonstrongpointamonghumanbeings,societyandnature,renewtheconceptanddirectionofdevelopment,sotheproblemofsustainabledevelopmentasbeenthefirstonetobesolved.Sustainabledevelopmentisnotonlyaimingatpursuingsustainabledevelopmentofcountry,districtandindustry,butmoreimportantaimistorealizesustainabledevelopmentofmicrocosmicbasisofeconomicoperation---enterprise.Andoneoftheimportantconditionsandcontentsofsustainabledevelopmentofenterpriseistoimplementgreenmarketing.Amongothers,greenresidencefor“retiringatsunset”,whichisboundtogetherwithhuman’slife,isfirstlypromotedonthehistoricstage.Itisveryinstantforenterprisesofrealestatedevelopmenttoimplementgreenmarketingandbuildupgreenresidencequarterswhicharemuchmoresuitableforhumanliving.Mainlyintroducethebackgroundandsignificanceofchoosingthetopic,summaryandbriefappraisalofbibliographies,presentsituationandenlightenmentofinterrelatedforeignresearch,maincontentandinnovationoftheresearch.Firstofall,expositthedevelopmentprocessofmarketingtheory.Businessphilosophyofenterpriseisthefundamentalguidingideologyfortheenterprisetodevelopmarketingoperationsandisrootedincommodityeconomy.Withthechangeanddevelopmentofthecomparingamongmarketforcesandthedevelopmentofcommodityeconomy,marketingphilosophyiscontinuouslygettingsubstantialandperfect.Inprincipal,themarketingphilosophycanbedividedintothreestages,i.e.traditionalmarketingconcept,marketingconceptandsocialmarketingconcept.Basedontheexpositionabove,thethesishasexpositedcauseofthegenerationofgreenmarketing,definitionofgreenmarketing,contentsandstepsofgreenmarketing,significanceandVIinnovatingfunctionofgreenmarketing.TheoreticalResearchofGreenMarketing.Firstly,thethesishasdonepathologicalresearchoftraditionaleconomictheories.Forthetraditionaleconomictheoriesignorethatthedefectsaffectedbyinterrelationshipbetweenenvironmentalsystemandmarketsystemhavecausedthedefectsoftraditionalmarketing,furtherpointouttheimportanceofgreenmarketing,theoreticalcontributionofgreenmarketing,theoreticalbasisofgreenmarketing,anddoeconomicalanalysisofgreenmarketingofrealestateinthreerespects.BehaviorResearchofGreenPurchaser.Greenconsumptionhasbeentheleadingmodeofmodernconsumption.Asfortheresearchonthefunctionofgreenconsumptioninsustainabledevelopment,ithasproposedrespectiveeffectsonsustainabledevelopmentimplementedbythreekindsofbasicforcesinsocialeconomysystem,i.e.finaldecisiveeffectofthepublic,theleadingeffectsofenterpriseanddirectpromotingeffectsofgovernment.Therefore,itissaidthatpurchaseristhemotivepowerforrealestateenterprisetoimplementgreenmarketing;realestateenterpriseistheprincipalpartofimplementinggreenmarketing;thegovernmentwillplayimportantroleinpromotingandguidinggreenmarketing.Thekeypointofthechapteristheresearchonthemotivepowerofgreenmarketing---greenpurchaser.Integrativeresearchofprocessofgreenmarketingofreal-estate.Thischapterall-aroundresearchestheprocessofgreenmarketingofreal-estatein16aspects.(1)Establishtheconceptionofgreenmarketing.Greenmarketing,replacingoutmodednotion,isindependentforarealgreenenterprise.(2)CollectgreeninformationGreeninformationservesasthefoundationforgreenmarketing(3)Preparegreenquarterschemeanddraftgreenmarketingstrategy(4)Developgreenresidence(5)CompetitivenessofgreenqualityAccordingtoreversalverificationofpricegamemodel,thecompetitionamonggreenresidencerestswiththedifferencebetweengreenqualityratherthanpricecompetition.(6)Greenbrand(7)Greenprice(8)Greenadvertisement(9)Greenmarketingcommunication:Emphasizeongreeneducation;forgegreenfashion;harmonizevariousrelationsaimingatthevitalinterestofconsumers.(10)Selectgreenchannel(11)launchgreenpromotion(12)Endeavortodevelop,introduceandapplynewgreentechnology(13)Examiningthemarkof“greenresidence”(14)Carryoutgreenrealtymanagement(15)BenefitanalysisofgreenmarketingResearchofgovernmentalbehavioringreenmarketingofrealestate.First,itVIIexpoundsitisgovernmentalguidancethatistherootwaytodealwiththedeficiencyinmotivationofgreenmarketingofrealestate.Thegovernmentisexpectedtocreatemarketconditionandexertplentifulenvironmentalpressureforrealestateenterpriseinmacro-layertopromotethedevelopmentofgreenmarketing.Inthissense,weconsidergreenmarketingasasortofmacroscopicalmarketingcampaigninourcountry.Government-guidingdevelopmentmodelhavetoandwillserveasthestrategicalternativeforgreenmarketingnowandeveninalongfuture.Hereinafter,thethesisanalysesthecountermeasureforimplementinggreenmarketingandmacroscopicalmonitoringsystemforurgingtherealestatedevelopmententerpris