本文關(guān)鍵詞：精裝修住宅產(chǎn)品的綠色設(shè)計及營銷推廣策略研究　出處：《天津大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 精裝修住宅 綠色營銷 綠色設(shè)計 房地產(chǎn)市場

【摘要】：自2009年哥本哈根會議后，一場關(guān)于綠色低碳住宅的革命就悄然展開。在國務(wù)院的常務(wù)會議上，確定了到2020年減排的具體目標(biāo)，即單位GDP二氧化碳排放量在2005年的基礎(chǔ)上降低40%至45%，同時采取強有力的政策措施與行動，中國表明了自己的信心和決心。房地產(chǎn)行業(yè)作為我國的支柱產(chǎn)業(yè)，其同時碳排放量也是相當(dāng)巨大，在提倡環(huán)保、生態(tài)的今天，綜合運用先進環(huán)保技術(shù)的低碳住宅受到了消費者的追捧。尤其是作為領(lǐng)軍企業(yè)的萬科，其住宅產(chǎn)業(yè)化之路已經(jīng)取得成功，其中全面精裝修的技術(shù)體系也成為各個房企研發(fā)的對象。精裝修成品房不僅能為業(yè)主省下耗時耗力的裝修時間，而且能從根本上避免毛坯房造成的二次裝修浪費和污染，極大降低能耗、物耗和成本，這是綠色低碳理念在房產(chǎn)開發(fā)中最有效的實現(xiàn)途徑，所以精裝修住宅商品房是地產(chǎn)開發(fā)的必行之路，綠色低碳住宅又是本行業(yè)的發(fā)展趨勢，兩者有機結(jié)合才能經(jīng) 受住市場的考驗，才能取得細分市場的成功。商品房精裝修適應(yīng)了綠色低碳住宅要求生態(tài)、低碳、環(huán)保的開發(fā)理念，但作為一個環(huán)節(jié)眾多、專業(yè)性極強的系統(tǒng)性工程，裝修之前的設(shè)計是否合理，裝修過程中采購的部品系統(tǒng)是否節(jié)能環(huán)保，成本是否最優(yōu)，工廠化系統(tǒng)與現(xiàn)場施工機械化的有效配合，施工人員的培訓(xùn)是否到位，4P營銷推廣策略的創(chuàng)新等，都是開發(fā)企業(yè)進行綠色低碳住 宅研究必須要解決好的問題。今天，綠色低碳經(jīng)濟已經(jīng)被廣泛認可并且被提升到了一個新的高度，，而且其正在積聚越來越龐大的資金供給及金融政策支持，誰能抓住先機，誰就能成為低碳經(jīng)濟中的贏家，綠色營銷也必將大有發(fā)展。但目前大多數(shù)的房地產(chǎn)開發(fā)企業(yè)還沒有做好準(zhǔn)備，不愿付出額外的成本和時間來進行理論研究和開發(fā)實踐，這就限制了綠色營銷理論在 房地產(chǎn)項目中的有效實踐。本文著重分析房地產(chǎn)精裝修產(chǎn)品的綠色設(shè)計以及營銷推廣模式，試圖發(fā)現(xiàn)現(xiàn)有房地產(chǎn)綠色營銷模式中存在的問題，進而提出相應(yīng)的解決策略，以期能使現(xiàn)有的綠色營銷模式更加完善，從而更好的推動房地產(chǎn)行業(yè)的發(fā)展。
[Abstract]:Since 2009 after the Copenhagen conference, a green low-carbon residential revolution quietly. In the executive meeting of the State Council, to determine the specific 2020 target, namely carbon dioxide emissions per unit of GDP decreased from 40% to 45% in 2005 on the basis of policy measures and actions, at the same time to take a strong, Chinese show your confidence and determination. The real estate industry as a pillar industry of our country, and its carbon emissions is also huge, in promoting environmental protection, ecological today, low carbon residential comprehensive use of advanced environmental protection technologies by consumers. Especially as the leader of Vanke, the housing industrialization the road has been successful, the technology system of comprehensive refined decoration housing prices also become the object of research and development. Refined decoration Chengpinfang can not only time-consuming for the owners to save time decoration, but also fundamentally Two avoid blank Housing renovation waste and pollution caused, greatly reduces the energy consumption, material consumption and cost, this is the most effective way in the real estate development in the green low-carbon concept, so refined decoration of residential real estate development is the inevitable road, green low-carbon housing is a development trend of the industry. The organic combination of the two
Stand the test of the market, in order to achieve market success. Housing decoration to adapt to the requirements of ecological residential green low-carbon, low carbon, environmental protection concept of development, but as a part of many engineering systems of highly specialized design, decoration is reasonable, parts procurement system renovation process whether the cost of energy saving and environmental protection, is the best, effective with the factory system and the field of construction machinery, construction personnel training is in place, 4P marketing strategy innovation, is the development of enterprise green low-carbon lives
Study on the house must solve problems. Today, green low-carbon economy has been widely recognized and was promoted to a new level, and the supply of funds and financial policy is the accumulation of more and more huge support, who can seize the opportunity, who can become a winner in the low carbon economy, green marketing will with great development. But at present most of the real estate development enterprises are not ready, not willing to pay the additional cost and time to carry out theoretical research and development practice, which limits the green marketing theory in
The effective practice of real estate projects. This paper focuses on the analysis of real estate refined decoration product green design and marketing mode, trying to find the existing real estate green marketing mode in the problem, and then put forward the corresponding solutions, in order to make the most of the existing green marketing mode more perfect, so as to better promote the development of the real estate industry.

【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：TU241.91;F274

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