本文選題：綠色住宅 + 評價(jià)體系�。� 參考：《天津大學(xué)》2013年碩士論文

【摘要】：建筑是人類改造自然杰出的產(chǎn)物，然而建筑在建筑和使用過程中，對自然生態(tài)系統(tǒng)有著嚴(yán)重的影響。建筑在建設(shè)初期使用了大量的自然資源，而在使用期將會產(chǎn)生水、空氣、固體廢物等多方面的污染同時(shí)也會產(chǎn)生大量的能源消耗，這與人類可持續(xù)發(fā)展的宣言是相悖的。綠色建筑是建筑行業(yè)可持續(xù)發(fā)展的基礎(chǔ)。 自從我國出現(xiàn)商品房以來，伴隨著經(jīng)濟(jì)的飛速發(fā)展，我國2000年以后的房地產(chǎn)市場是我國房地產(chǎn)發(fā)展的黃金10年。然而近些年，，尤其是2008年美國“次貸”危機(jī)以后，國家針對房地產(chǎn)市場的調(diào)控政策頻出，調(diào)控力度逐漸加強(qiáng)，我國房地產(chǎn)市場已由“賣方”市場逐步轉(zhuǎn)變?yōu)椤百I方”市場，所以，在此市場環(huán)境下開發(fā)企業(yè)需要對“產(chǎn)品”進(jìn)行升級，綠色住宅產(chǎn)品成為了眾多開發(fā)企業(yè)產(chǎn)品升級的首選，然而我國綠色住宅在很多區(qū)域認(rèn)知度很低或者“零”認(rèn)知，所以在我國綠色住宅的營銷推廣變得尤為重要。 本文首先就綠色住宅和4Ps組合營銷理論進(jìn)行了探討分析，之后針對綠色住宅產(chǎn)品的開發(fā)進(jìn)行了分析探討，最后介紹了“世茂生態(tài)城”、“當(dāng)代MOMA”、“南京鋒尚國際公寓”、“南京郎詩國際街區(qū)”等綠色住宅項(xiàng)目進(jìn)行了介紹，找出了綠色住宅在營銷策劃過程中的三個(gè)難點(diǎn)，結(jié)合“世茂生態(tài)城”、“當(dāng)代MOMA”兩個(gè)實(shí)際案例結(jié)合4Ps組合營銷理論進(jìn)行了深入的分析，同時(shí)針對“世茂生態(tài)城”給出了一些方案建議。
[Abstract]:Architecture is an outstanding product of human beings' transformation of nature. However, it has a serious impact on natural ecosystem in the process of building and using.At the beginning of construction, a large number of natural resources were used in the building, but the pollution of water, air, solid waste and other aspects will also produce a large amount of energy consumption during the life of the building, which is contrary to the declaration of sustainable development of human beings.Green building is the foundation of sustainable development of construction industry.Since the emergence of commercial housing in China, with the rapid development of the economy, the real estate market in China since 2000 is the golden decade of the development of real estate in China.However, in recent years, especially after the "subprime mortgage" crisis in the United States in 2008, the national regulation and control policy for the real estate market has been frequent, the regulation and control has been gradually strengthened, the real estate market in our country has gradually changed from "seller" market to "buyer" market.Therefore, in this market environment, development enterprises need to upgrade "products", green housing products have become the first choice for many development enterprises to upgrade their products. However, the recognition of green housing in many regions in China is very low or "zero" cognition.So the marketing promotion of green house becomes more and more important in our country.This paper first discusses and analyzes the combination marketing theory of green house and 4Ps, then analyzes the development of green house products, and finally introduces "Shimao Ecological City", "Contemporary MOMA", "Nanjing Fengshan International apartment".The green housing projects such as "Nanjing Langshi International Block" are introduced, three difficult points in the marketing planning process of green housing are found, and combined with "Shimao Ecological City",Two practical cases of "contemporary MOMA" combined with the theory of 4Ps combination marketing are analyzed in depth, and some suggestions are given for "Shimao Ecological City" at the same time.
【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】：F274;F299.23

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