1、 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
2、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
3、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, peoples environmental awareness and green consumption consciousness is becoming more and more Strong,
4、 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
5、the real estate industry, to the peoples 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 occu
6、pation 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 t
7、his 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
8、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 re
9、al 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
10、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 p
11、rojects, 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 wa
12、y 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1ABST
13、RACT11绪 论41.1研究背景和意义41.1.1研究背景41.1.2研究意义51.2国内外研究综述61.2.1国外研究综述61.2.2国内文献综述71.3主要研究内容及采用方法81.3.1研究内容81.3.2采用方法82房地产企业绿色营销策略的相关基础理论92.1房地产绿色营销的概述92.1.1房地产绿色营销的概念92.1.2房地产绿色营销的特点92.1.3房地产绿色营销的主要内容102.2房地产绿色营销的相关理论112.2.1城市生态经济学理论112.2.2可持续发展理论122.2.3绿色营销理论133哈尔滨房地产企业绿色营销策略的现状以及问题分析143.1绿色住宅的内涵及特点143.1
14、.1绿色住宅的内涵143.1.2绿色住宅的特点153.2哈尔滨房地产企业绿色营销策略现状分析163.2.1绿色住宅的需求结构现状分析163.2.2 技术环境与绿色物业提供保障173.2.3 绿色建材开始运用于物业开发 173.2.4 绿色营销技术支撑 173.3房地产企业绿色营销策略问题分析203.3.1房地产绿色营销产品的有效需求不足203.3.2实施绿色营销的成本较高203.3.3环保产业技术水平比较落后213.3.4投资结构不合理213.3.5绿色营销意识淡薄223.3.6消费者的绿色意识薄弱223.3.7未建立地域特色的绿色住宅评估系统224提高房地产企业绿色营销策略的建议244.1从
15、政府方面建议244.1.1建立绿色住宅评估系统244.1.2在政策、资金方面给予支持244.1.3大力推进房地产金融体制改革254.1.4加强对消费者的绿色教育254.1.5完善相关法规和制度,加强法制监控264.2房地产企业方面264.2.1大力培育绿色营销的产品市场264.2.2实施绿色环保认证264.2.3提高绿色营销人员的整体素质274.2.4加大绿色科研力度274.2.5对绿色营销绩效进行评价285结论与展望28致 谢29参考文献301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