精装修住宅产品的绿色设计及营销推广策略研究

发布时间：2018-01-02 14:22

本文关键词：精装修住宅产品的绿色设计及营销推广策略研究　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：自2009年哥本哈根会议后，一场关于绿色低碳住宅的革命就悄然展开。在国务院的常务会议上，确定了到2020年减排的具体目标，即单位GDP二氧化碳排放量在2005年的基础上降低40%至45%，同时采取强有力的政策措施与行动，中国表明了自己的信心和决心。房地产行业作为我国的支柱产业，其同时碳排放量也是相当巨大，在提倡环保、生态的今天，综合运用先进环保技术的低碳住宅受到了消费者的追捧。尤其是作为领军企业的万科，其住宅产业化之路已经取得成功，其中全面精装修的技术体系也成为各个房企研发的对象。精装修成品房不仅能为业主省下耗时耗力的装修时间，而且能从根本上避免毛坯房造成的二次装修浪费和污染，极大降低能耗、物耗和成本，这是绿色低碳理念在房产开发中最有效的实现途径，所以精装修住宅商品房是地产开发的必行之路，绿色低碳住宅又是本行业的发展趋势，两者有机结合才能经受住市场的考验，才能取得细分市场的成功。商品房精装修适应了绿色低碳住宅要求生态、低碳、环保的开发理念，但作为一个环节众多、专业性极强的系统性工程，装修之前的设计是否合理，装修过程中采购的部品系统是否节能环保，成本是否最优，工厂化系统与现场施工机械化的有效配合，施工人员的培训是否到位，4P营销推广策略的创新等，都是开发企业进行绿色低碳住宅研究必须要解决好的问题。今天，绿色低碳经济已经被广泛认可并且被提升到了一个新的高度，，而且其正在积聚越来越庞大的资金供给及金融政策支持，谁能抓住先机，谁就能成为低碳经济中的赢家，绿色营销也必将大有发展。但目前大多数的房地产开发企业还没有做好准备，不愿付出额外的成本和时间来进行理论研究和开发实践，这就限制了绿色营销理论在房地产项目中的有效实践。本文着重分析房地产精装修产品的绿色设计以及营销推广模式，试图发现现有房地产绿色营销模式中存在的问题，进而提出相应的解决策略，以期能使现有的绿色营销模式更加完善，从而更好的推动房地产行业的发展。
[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.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU241.91;F274

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