本文選題：綠色建筑　切入點：消費者　出處：《重慶大學》2016年碩士論文　論文類型：學位論文

【摘要】：我國已經(jīng)進入綠色建筑規(guī)�；l(fā)展階段。作為四大直轄市之一,重慶市應(yīng)該走在綠色建筑發(fā)展前列,然而事實并不然。重慶市綠色建筑整體發(fā)展滯后,推廣步調(diào)緩慢,一直以來未能得到消費者的青睞,綠色建筑市場長期處于低靡狀態(tài)。當前在國內(nèi)外關(guān)于綠色建筑推廣的研究中從需求端考慮并聚焦于消費者維度的較少。但消費者是綠色建筑的市場需求端和最終買單人,是綠色建筑有效推廣的源頭。因此,論文從消費者的角度出發(fā)識別重慶市綠色建筑的推廣途徑和辦法。首先,對重慶市綠色建筑推廣因素進行研究。通過因子分析法將眾多推廣因素的影響量化,用數(shù)據(jù)描述消費者對重慶市綠色建筑推廣到底有多大影響。得到消費者是影響重慶市綠色建筑推廣的最關(guān)鍵因素,更加凸顯消費者在重慶市綠色建筑推廣中的重要地位,體現(xiàn)了論文的可行性和必要性;其次,參照《綠色建筑評價標準》GB/T50378-2014指標體系設(shè)計問卷,并向重慶市消費者展開調(diào)查。根據(jù)消費者對指標體系重要性的判斷打分,結(jié)合層析分析法,基于消費者視角確定了指標體系的權(quán)重。進而了解了重慶市消費者對于綠色建筑的認知度、需求偏好及綠色消費意識等;最后,以消費者的需求偏好做指引,解析重慶市綠色建筑的發(fā)展方向,并為重慶市綠色建筑的有效推進工作的展開提出相關(guān)對策建議。研究結(jié)果表明:運營管理、室內(nèi)環(huán)境質(zhì)量、節(jié)地與室外環(huán)境是綠色建筑七類指標中消費者比較關(guān)注的,可成今后發(fā)展著力點;綠化情況、移栽養(yǎng)護、隔熱降噪是綠色建筑所有評分項中消費者比較看重的,可成今后推廣著重點。在學術(shù)方面,論文豐富了綠色建筑推廣途徑和辦法;在實踐方面,論文使重慶市政府和開發(fā)商掌握更多消費者的信息,利于政府完善政策法規(guī)、開發(fā)商研發(fā)打造產(chǎn)品,從而調(diào)動消費者的購買熱情,使消費者產(chǎn)生消費傾向,對重慶市綠色建筑推廣具有一定應(yīng)用價值。
[Abstract]:China has entered the stage of large-scale development of green buildings. As one of the four municipalities directly under the Central Government, Chongqing should be in the forefront of the development of green buildings, but the fact is not the case. The overall development of green buildings in Chongqing lags behind, and the pace of promotion is slow. Has not been popular with consumers, The green building market has been in a low state for a long time. At present, in the research on the promotion of green building at home and abroad, there is less consideration from the demand side and focus on the consumer dimension. However, the consumer is the market demand side and the final buyer of the green building. Is the source of effective promotion of green buildings. Therefore, this paper identifies the ways and means of promoting green buildings in Chongqing from the perspective of consumers. First of all, This paper studies the factors influencing the promotion of green building in Chongqing, and quantifies the influence of many factors by factor analysis. This paper uses data to describe how much influence consumers have on the promotion of green buildings in Chongqing, and obtains that consumers are the most important factors affecting the promotion of green buildings in Chongqing, and highlights the important position of consumers in the promotion of green buildings in Chongqing. The feasibility and necessity of the paper are reflected. Secondly, the questionnaire is designed according to the GB/T50378-2014 index system of the Green Building Evaluation Standard, and the survey is carried out to the consumers in Chongqing. According to the consumers' judgment on the importance of the index system, Combined with chromatography analysis, based on the consumer perspective to determine the weight of the index system, and then to understand the awareness of Chongqing consumers for green buildings, demand preferences and green consumption awareness; finally, with consumer demand preference as a guide, This paper analyzes the development direction of green building in Chongqing, and puts forward relevant countermeasures and suggestions for the effective promotion of green building in Chongqing. The results show that: operation management, indoor environmental quality, Land conservation and outdoor environment are more concerned by consumers among the seven categories of green buildings, which can become the focus of future development. Green conditions, transplanting and maintenance, insulation and noise reduction are the most important items in all the scores of green buildings. In academic terms, the paper enriches the ways and means of promoting green buildings. In practice, the paper enables the Chongqing Municipal Government and developers to master more consumer information and is conducive to the government's improvement of policies and regulations. Developers develop and create products, thus arousing consumers' purchasing enthusiasm, making consumers have consumption tendency, which has certain application value to the promotion of green buildings in Chongqing.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F426.92;TU201.5

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