浅论房地产绿色营销———以万科地产为例.doc

图书分类号： 密 级： 毕业论文 浅论房地产绿色营销——以万科地产为例 ON THE GREEN MARKETING OF REAL ESTATE--TO VANKE REAL ESTATE AS AN EXAMPLE 班 级 11房管1 学 号 20110000000 学生姓名 旦旦 学院名称 管理学院 专业名称 工程管理（房地产开发与经营） 指导教师 吕倩 2014年 4月 10日 徐州工程学院毕业论文 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 2 摘要 当今社会，人们广泛追求绿色生活，应运而生的是商家为了满足客户需要而开发的绿色产品以及各种绿色营销策略，房地产的绿色营销也是这种趋势下的产物。房地产的绿色营销是通过一系列绿色营销组合手段来满足消费者对绿色住宅的需求，以实现社会效益、消费者效益和 HYPERLINK /news_list_11_20.html \o 房地产企业 企业效益的协调统一，最终为实现人与自然的可持续 HYPERLINK /news_list_12_8.html \o 企业发展 发展。万科地产作为中国第一大地产企业，有必要实施绿色营销策略，将绿色生态观念引入其营销活动，而万科也已经开始关注并积极实施绿色营销的观念，本文以万科地产绿色营销为案例，浅论房地产绿色营销的相关策略及面临的问题。 关键词 房地产；绿色营销；策略；万科地产 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 2 Abstract In todays society, people pursue green living, emerge as the times require was developed businesses in order to meet customer needs of green products Andre marketing strategy, product of real estate green marketing is the trend of.The green marketing of real estate is through a series of green marketing means to meet consumer demand for green residential, in order to achieve the harmonious unity of social benefit, consumer and business benefits, finally to realize the sustainable development of human and nature.Vanke Real Estate as the first major real estate enterprises Chinese，it is necessary to implement the strategies of green marketing, the green ecological concepts into their marketing activities, and Vanke also begin to pay attention toand actively implement the concept of green marketing, the green marketing real estate Vanke case, relevant strategies of real estate green marketing and problems. Keywords real estate green marketing strategy Vanke Real Estate PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 3 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc168444964 1 绪论 PAGEREF _Toc168444964 \h 1 HYPERLINK \l _Toc168444965 1.1 选题背景和意义 PAGEREF _Toc168444965 \h 1 HYPERLINK \l _Toc168444966 1.1.1 选题背景 PAGEREF _Toc168444966 \h 1 HYPERLINK \l _Toc168444967 1.1.2选题的意义 1 HYPERLINK \l _Toc168