中北大学学位论文
房地产企业实施绿色营销的博弈研究
摘要
近年来，我国房地产行业进入了快速运营的轨道,极大地带动了我国经济的发展。但
与此同时，我国房地产企业粗放式的经济发展模式,不仅造成了国家资源的浪费，也引发
了水土流失、噪音污染和建筑垃圾污染等一系列环境问题，严重地破坏了生态平衡，也损
害了居民的健康。在新常态的大背景下，房地产企业如何走一条可持续发展道路，最终实
现企业效益、社会效益、生态效益以及消费者效益的和谐统一，就成为当务之急，而绿色
营销的经营理念则是破解难题的有效途径。

而要实现这种和谐统一就需要妥善处理好房地产企业、政府、消费者三者之间的关
系，实现三方参与主体的共赢。房地产企业、政府、消费者三者之间既是对立又是统一
的关系，他们是房地产市场中利益矛盾最为尖锐的三方参与者。由于我国当前房地产市
场绿色消费不足，政府监管不力等因素造成了房地产绿色营销市场发展的重重障碍，因
此要想实现房地产市场中绿色住宅产品的供给、需求、绿色房价的形成以及绿色物业的
管理是三者之间长期博弈形成的结果，本文通过运用博弈论的知识，建立多种博弈模型，
理清博弈各方的利益关系，求解不同情境下的博弈均衡解，对三方的行为给出指导建议。

最后，根据我国的国情，针对房地产企业如何实施绿色营销给出了具体的建议。

关键词:房地产企业，绿色营销，博弈论，可持续发展，博弈模型中北大学学位论文
The research to game theory of the green marketing of real estate
Author: Wu Hongmei Supervisor：Liu Ruixian
ABSTRACT
In recent years, the operation of the real estate industry has entered a fast track in our
country, greatly promote the development of our country's economy. But at the same time, the
extensive mode of economic development of real estate enterprises in our country, not only
caused the waste of national resources, also caused soil erosion, noise pollution and
construction waste pollution and so on a series of environmental problems, seriously destroy
the ecological balance, also harm the health of the residents. In the context of the new normal,
real estate enterprise to a sustainable development road, finally realizes the enterprise benefit,
social benefit, ecological benefit and consumer benefit harmony, become the top priority, and
the management idea of green marketing is an effective way to solving problems.
And on the need to achieve the harmonious unity to properly handle real estate enterprises,
government, the relations between and among consumers, achieves the win-win of the main
three parties involved in. Real estate enterprises, governments, consumers are both opposite
and unified relationship between the three, they are the real estate market participants most
sharp conflicts of interests of three parties. Due to the lack of green consumption, the current
real estate market in China government regulation factors such as obstacles in the development
of green marketing of real estate market, thus to realize green residential products in the real
estate market supply and demand, the formation of the green house prices and the green
property management is the result of the long-term game between formation, by using the
knowledge of game theory, this paper established a variety of game model, clarify the game
parties of interest relations, solving game equilibrium solution under different situation, give a