房地产绿色营销研究
|
摘要
房地产业是国民经济的支柱产业，它的快速发展不仅改善了长期以来我国居民住房困难的现状，而且还带动了一大批相关产业的发展。但在它的快速发展为世人瞩目的同时，它的粗放式开发模式所带来的环境问题也日益凸显。在环保观念深入人心的情势下，房地产业开始寻求可持续的发展模式，房地产生态主题应运而生，并促使着房地产传统经营理念向生态经营理念的转变。经营理念的更新要求新的营销模式与之配套，绿色营销必将取代传统营销模式而成为房地产企业新的经营哲学。在房地产绿色营销理论研究匮乏的情况下，本文尝试性地提出了房地产绿色营销的命题，并采用定性与定量相结合的方法，先从它与中国传统民居的生态观、城市生态经济观、房地产可持续发展观三者关系的角度论证了它在理论上的合理性，从绿色建材的发展、生态建筑技术的成熟、绿色住宅市场的需求潜力大以及政府力量支持四个方面论述了它在现实中的可行性，然后在此基础上进一步提出了房地产绿色营销的具体策略，并设计了一套绩效评价的指标体系，结合模糊综合评判方法来对房地产绿色营销的绩效进行衡量。
As one of the pillar sectors in the national economy, the real estate industry has achieved a rapid development in the last more than ten years. As a result, the problem of housing shortage that has harassed the Chinese people for so many years is finally resolved, and many other sectors that are closely interlinked with the real estate industry have also been carried forward a lot. However, while its achievement is getting more and more attention, the negative influence it has exerted on the environment is at the same time placed at the focus. As the idea of environment protection is widely spread, the real estate industry is beginning to seek a sustainable development mode, and the ecological keynote comes into being, which requires the traditional management ideology be modified into a ecology-oriented one. Therefore, it's necessary that the traditional marketing pattern be replaced with the green marketing pattern. In the background where studies on the green marketing of real estate are scarce, this art
icle puts forward the topic as the first try, and analyses its theoretical source and foundation in the terms of its relationship with the ecological spirit embodied in Chinese folk buildings, the urban ecological-economic theory and the sustainable development theory of the real estate industry; and goes on with the feasibility study by analyzing such four important factors as the development of green building material, the maturity of ecological constructing technology, the potential demand for the green housing and the governmental support. Afterward specific measures of carrying out green marketing in real estate industry are provided, followed by a set of index system and a assessment method for checking the performance of the whole green marketing program.
As one of the pillar sectors in the national economy, the real estate industry has achieved a rapid development in the last more than ten years. As a result, the problem of housing shortage that has harassed the Chinese people for so many years is finally resolved, and many other sectors that are closely interlinked with the real estate industry have also been carried forward a lot. However, while its achievement is getting more and more attention, the negative influence it has exerted on the environment is at the same time placed at the focus. As the idea of environment protection is widely spread, the real estate industry is beginning to seek a sustainable development mode, and the ecological keynote comes into being, which requires the traditional management ideology be modified into a ecology-oriented one. Therefore, it's necessary that the traditional marketing pattern be replaced with the green marketing pattern. In the background where studies on the green marketing of real estate are scarce, this art
icle puts forward the topic as the first try, and analyses its theoretical source and foundation in the terms of its relationship with the ecological spirit embodied in Chinese folk buildings, the urban ecological-economic theory and the sustainable development theory of the real estate industry; and goes on with the feasibility study by analyzing such four important factors as the development of green building material, the maturity of ecological constructing technology, the potential demand for the green housing and the governmental support. Afterward specific measures of carrying out green marketing in real estate industry are provided, followed by a set of index system and a assessment method for checking the performance of the whole green marketing program.
引文
[1] 袁镔．中国住宅的未来发展．生态经济，2003，(1)：40～41
[2] 韩全卫，刘其电，王政．建筑材料工业的可持续发展．建材工业信息，2002，(8)：1～5
[3] 易金萍，周莲君．浅议住宅建设的可持续发展策略．住宅科技，2001，(8)：3～6
[4] 邹乐群．新世纪企业营销的八大观念．北京工商大学学报，2002，(4)：28～30
[5] 宁艳杰．营造良好的人类住区环境．住宅科技，2003，(1)：44～46
[6] 周霞，刘管平．“天人合一”的理想与中国古代建筑发展观．建筑学报，1999，(11)：50～51
[7] 蔡镇钰．中国民居的生态精神．住宅科技，1999，(10)：6～9
[8] OECD proceedings. Innovation and the Environment. New York: OECD, 1999. 139
[9] 罗龙昌．发展房地产业与优化产业结构．北京：经济管理出版社，2000．203～204
[10] Kovacs, William L. The Coming Era of Conservation and Industrial Utilization of Recyclable Materials. Ecology Law Quarterly, 1988, 15(4): 537-602
[11] 董卫，王建国．可持续发展的城市与建筑设计．江苏：东南大学出版社，1999．28～31
[12] 白木，子荫．国外生态住宅窥视．生态经济，2002，(10)：91～92
[13] 韩培学．阳光产业前途光明．建筑知识，2002，(5)：11～12
[14] 叶薇．中国绿色技术现状及成因分析．科技进步与对策，2002，(3)：31～32
[15] 曹立辉．住宅建筑发展趋势．建筑，2001，(9)：45～47
[16] 王霖．广州推崇立体绿化．房地产世界，2001，(2)：35
[17] Kleiner, Art. What Does It Mean to Be Green? Harvard Business Review, 1991, 69(4): 38-47
[18] 金磊．绿色生态建筑与屋顶绿化．建筑，2001，(9)：59～60
[19] 李坦平，吴星辉．我国人居环境问题与建筑材料的发展．建材工业信息，
2002，(9)：1～3
[20] 臧立．绿色浪潮．广东：广东人民出版社，1998．281～287
[21] 曹孝柏，林琳．生态住宅浅议．住宅科技，2001，(4)：24～25
[22] Roodman D. M, Lessen N. A Building Revolution: How Ecology and Health Concerns are Transforming Construction. Worldwatch Paper, 1995, (5):5
[23] Owens S. Sustainability and Environment Values. Town Planning Review, 1997, (3):293-303
[24] 黄洁，应宪斌．绿色居住：土地资源可持续利用的方向．见：贾生华、吴王楼编．绿色居住国际学术研讨会论文集．浙江：浙江大学出版社，2002．126～131
[25] Porter, Michael E. America's Green Strategy. Scientific American, 1991, (4): 168
[26] 中房协．21世纪绿色住宅研讨会纪要．城市开发，2001，(5)：38～40
[27] 刘玉红．提倡绿色消费，促进绿色营销．工业技术经济，2002，(6)：43～45
[28] 周滔，李启明．绿色生态住宅小区在施工阶段的环境管理．建筑经济，2001，(9)：23～26
[29] 方春子，刘丽．浅谈绿色住宅．城市开发，2002，(8)：36～39
[30] 王春生．房地产经济学．大连：大连理工大学出版社，1998．129～130
[31] 张红，王立奇．生态住宅的发展与实践．生态建筑，2001，(9)：19～22
[32] Jay, Leshe. Green About the Tills: Markets Discover the Eco-Consumer. Management Review, 1990, 79(6): 24-29.
[33] 王方华，张向菁．绿色营销．山西：山西经济出版社，1998．138～140
[34] 罗丽艳．绿色定价策略选择．价格理论与实践，2001，(5)：26～27
[35] 万后芬．绿色营销．武汉：湖北人民出版社，2000．185～186
[36] 许彩国．关于绿色营销若干问题的思考．湖南商学院学报，2002，(4)：13～15
[37] 周宇．房地产营销与管理．大连：东北财经大学出版社，2000．306～307
[38] 罗国民．绿色营销：环境与市场可持续发展的战略研究．北京：经济科学出版社，1997 253～254
[39] Coddington, Walter. How to Green Up Your Marketing Mix. Advertising Age,1990, 61(9): 30
[40] 李伟．物业营销．上海：上海财经大学出版社，2001．179～180
[41] Kangun, N., L. Carlson, S.J.Grove. Environmental Advertising Claims: A Preliminary Investigation. Journal of Public Policy and Marketing, 1991, 10: 47-58.
[42] T.L.Satty. Axiomatic Foundation of the Analytic Hierarchy Process. Management Science, 1986,32(7):841～855
[2] 韩全卫，刘其电，王政．建筑材料工业的可持续发展．建材工业信息，2002，(8)：1～5
[3] 易金萍，周莲君．浅议住宅建设的可持续发展策略．住宅科技，2001，(8)：3～6
[4] 邹乐群．新世纪企业营销的八大观念．北京工商大学学报，2002，(4)：28～30
[5] 宁艳杰．营造良好的人类住区环境．住宅科技，2003，(1)：44～46
[6] 周霞，刘管平．“天人合一”的理想与中国古代建筑发展观．建筑学报，1999，(11)：50～51
[7] 蔡镇钰．中国民居的生态精神．住宅科技，1999，(10)：6～9
[8] OECD proceedings. Innovation and the Environment. New York: OECD, 1999. 139
[9] 罗龙昌．发展房地产业与优化产业结构．北京：经济管理出版社，2000．203～204
[10] Kovacs, William L. The Coming Era of Conservation and Industrial Utilization of Recyclable Materials. Ecology Law Quarterly, 1988, 15(4): 537-602
[11] 董卫，王建国．可持续发展的城市与建筑设计．江苏：东南大学出版社，1999．28～31
[12] 白木，子荫．国外生态住宅窥视．生态经济，2002，(10)：91～92
[13] 韩培学．阳光产业前途光明．建筑知识，2002，(5)：11～12
[14] 叶薇．中国绿色技术现状及成因分析．科技进步与对策，2002，(3)：31～32
[15] 曹立辉．住宅建筑发展趋势．建筑，2001，(9)：45～47
[16] 王霖．广州推崇立体绿化．房地产世界，2001，(2)：35
[17] Kleiner, Art. What Does It Mean to Be Green? Harvard Business Review, 1991, 69(4): 38-47
[18] 金磊．绿色生态建筑与屋顶绿化．建筑，2001，(9)：59～60
[19] 李坦平，吴星辉．我国人居环境问题与建筑材料的发展．建材工业信息，
2002，(9)：1～3
[20] 臧立．绿色浪潮．广东：广东人民出版社，1998．281～287
[21] 曹孝柏，林琳．生态住宅浅议．住宅科技，2001，(4)：24～25
[22] Roodman D. M, Lessen N. A Building Revolution: How Ecology and Health Concerns are Transforming Construction. Worldwatch Paper, 1995, (5):5
[23] Owens S. Sustainability and Environment Values. Town Planning Review, 1997, (3):293-303
[24] 黄洁，应宪斌．绿色居住：土地资源可持续利用的方向．见：贾生华、吴王楼编．绿色居住国际学术研讨会论文集．浙江：浙江大学出版社，2002．126～131
[25] Porter, Michael E. America's Green Strategy. Scientific American, 1991, (4): 168
[26] 中房协．21世纪绿色住宅研讨会纪要．城市开发，2001，(5)：38～40
[27] 刘玉红．提倡绿色消费，促进绿色营销．工业技术经济，2002，(6)：43～45
[28] 周滔，李启明．绿色生态住宅小区在施工阶段的环境管理．建筑经济，2001，(9)：23～26
[29] 方春子，刘丽．浅谈绿色住宅．城市开发，2002，(8)：36～39
[30] 王春生．房地产经济学．大连：大连理工大学出版社，1998．129～130
[31] 张红，王立奇．生态住宅的发展与实践．生态建筑，2001，(9)：19～22
[32] Jay, Leshe. Green About the Tills: Markets Discover the Eco-Consumer. Management Review, 1990, 79(6): 24-29.
[33] 王方华，张向菁．绿色营销．山西：山西经济出版社，1998．138～140
[34] 罗丽艳．绿色定价策略选择．价格理论与实践，2001，(5)：26～27
[35] 万后芬．绿色营销．武汉：湖北人民出版社，2000．185～186
[36] 许彩国．关于绿色营销若干问题的思考．湖南商学院学报，2002，(4)：13～15
[37] 周宇．房地产营销与管理．大连：东北财经大学出版社，2000．306～307
[38] 罗国民．绿色营销：环境与市场可持续发展的战略研究．北京：经济科学出版社，1997 253～254
[39] Coddington, Walter. How to Green Up Your Marketing Mix. Advertising Age,1990, 61(9): 30
[40] 李伟．物业营销．上海：上海财经大学出版社，2001．179～180
[41] Kangun, N., L. Carlson, S.J.Grove. Environmental Advertising Claims: A Preliminary Investigation. Journal of Public Policy and Marketing, 1991, 10: 47-58.
[42] T.L.Satty. Axiomatic Foundation of the Analytic Hierarchy Process. Management Science, 1986,32(7):841～855