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基于顾客价值的绿色地产商业模式创新研究_硕士论文(68页).rar

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文本描述
摘要
全球环境日益恶化的大背景下,中国政府已经开始做出改变,淘汰过去以
过度资源消耗为代价换取高速经济增长的发展方式,取而代之的是以可持续的
科学发展模式为经济、社会的进步做出贡献。在我国,各行各业都开始关注可
持续发展。房地产作为高能耗行业,不仅表现在建筑一次性投入的过程中,更
表现在产品全寿命周期的使用、维护和拆除的过程里。许多房地产企业开始意
识到,传统的房地产开发经营模式已经不能满足科学发展的新理念,因此,房
地产行业的绿色化转型成为了房地产企业的必然选择。但在转型过程中,也逐
渐暴露出许多矛盾,其中最为突出的是企业盈利的需求、环境资源节约的需求
和消费者低成本的需求之间的矛盾,这一矛盾甚至成为了绿色地产发展的主要
阻碍之一。本文正是以房地产企业为视角,基于顾客价值创新的设计绿色地产
企业商业模式,以期解决绿色地产发展的瓶颈,最终实现社会、经济、环境三
者的共赢局面。

首先,本文从商业模式及其创新理论、绿色地产相关理论、顾客价值及其
创新等理论入手,在文献研究的基础上,形成了以下结论:界定了商业模式的
概念;揭示了商业模式构成体系及其创新的内含;对绿色地产发展过程的归纳,
界定了绿色地产的概念及内含;明确顾客价值的概念及其特征。

随后,在相关理论研究的基础上,通过问卷调查,运用统计软件并结合统
计学方法,对调查结果加以分析,形成绿色地产企业顾客价值的构成体系,并
研究这些构成要素的影响因素,通过对影响因素的分析,探寻绿色地产企业顾
客价值创新的路径并提出创新的策略。

而后,对绿色地产企业价值网络的主体进行研究,通过价值网络中利益主
体及利益相关者的确认,并明确其相互关联关系,构建绿色地产企业的价值网
络。在此基础上,对绿色地产企业的商业模式构成进行研究,创新的提出绿色
地产企业基于价值网络的系统锁定商业模式。同时应用关键因素法对商业模式
中顾客、股东、供应商三大界面构成要素进行设计,最终实现创新的商业模式
在绿色地产企业中的内部化到系统锁定。并通过案例研究,对绿色地产企业商
业模式创新提出对策建议。

关键词:顾客价值,绿色地产,商业模式创新
Abstract
In the context of deterioration of global environment, the Chinese government
has begun to make changes and has adopted sustainable scientific development model
to contribute towards the progress both in economy and society, which has already
taken the place of traditional ways with the price of excessive consumption of
resources. In China, sustainable development has gained the attention from all trades
and professions. As high energy consumption industry, the real estate is costly not
only in the disposable investment when building, but also in the whole product life
cycle, including the processes of use, maintenance and removal. Many real estate
enterprises have been aware that the sample development model failed to meet the
new scientific concept. Therefore, the transformation of being green becomes an
inevitable choice for all these enterprises. However, many contradictions have been
revealed at the same time, especially the conflicts among the profit demands of
companies, the saving needs of resources and the consumers&39; expectations of
minimizing costs, which even becomes the major obstacle in the development of
green real estate. Based on customer value, this paper designs the business model of
green real estate enterprises from the point of view of companies, which in order to
solve the bottleneck problem and finally achieve the win-win situation socially,
economically and environmentally.
Firstly, this paper starts from the basic theories related to business model
innovation, green real estate, customer value and innovation. It forms the following
conclusions on the basis of existing literature: Defining the concept of business model;
Revealing the structure of business model system and the innovation connotation of
that model; Summing up the development process of green real estate and defining
the concept as well; Clearing the concept and characteristics of customer value.
Subsequently, on the basis of theoretical studies, through the questionnaire, the
use of statistical software in combination with statistical methods to analyze the
survey results, the formation of a green real estate companies in the composition of
the customer value system, and to study the influencing factors of these elements,
through the analysis of the factors to explore the path of green real estate business
customer value innovation and propose innovative strategies.
Subsequently, based on the research of theories, it forms a system on customer
value of green real estate enterprises by analyzing the survey results of questionnaires
with the help of statistical software. After studying all the influencing factors which
have an effect on the system, this paper explores the path of innovation on customer
value and proposes strategies to achieve that for green real estate enterprises
Finally, it researches the subjects of value network of green real estate
enterprises and describes the relationship amongst them, which is helpful to put
forward a brand new business model named system locking on the basis of value
network of those green enterprises.
Meanwhile, key factor method has been applied on the design of customers,
shareholders and suppliers in business model, and it is expected that the new
business model is able to achieve the interiorization and locking in green real estate
enterprises. In the end, some suggestions are proposed on the business model
innovation for those green companies with a real case.
Key words: Customer Value, Green Real Estate, Business Model Innovation.
第1章绪论
1.1硏究目的与意义
1.1.1研究背景
绿色地产是符合可持续发展理念的房地产活动。它是经济、社会、环境三者
的平衡发展,是将和谐社会、科学发展观、低碳经济等重要国策落实
于房地产业中。

在2011年的两会上,低碳经济再次成为人大代表和政协委员们关注的热点。

改革幵放以来,我国经济迅猛发展,年均GDP增速保持在8%以上,而GDP高
速增长的背后是以很多行业能源大量消耗为代价的。据测算,作为我国的经济
发展的支柱产业之一,房地产行业能耗巨大。目前我国住宅总能耗已占全国能
耗的37%以上,我国既有的城乡建筑中,98%为高能耗建筑。绿色化创新已经被
越来越多的房地产企业所重视,很多地产企业已经认识到,只有绿色转型才能
迎来可持续的发展。

房地产行业的绿色化应体现于建筑的全寿命周期费用的效益上,即不仅反映
在初始建设一次性投资中,更体现在后期的维护管理费、能源消耗费、报废拆
除费等方面。根据有关部门的统计数据,一般建筑建造和使用过程的能耗比约
为1:3,而房地产价格又无法体现其后期运行与维护成本。由于企业的逐利特性,
大多数建筑只优先考虑了在建造环节降低成本,并将这一成本优势直接体现在
了 显性的房地产价格上,而非设法在后期的使用和维护成本上形成隐性
的低碳经济。这就形成了企业逐利需求、资源环境可持续发展需求与消费者
降低消费成本需求之间的矛盾,导致房地产企业推进绿色化进程缓慢。

本文从房地产企业的角度,以顾客为界面,创新性的建立绿色地产商业
模式,重新梳理处在房地产价值链上的多方利益主体的相互关系,即从源头供
货商到终端消费者等,以期解决目前存在的矛后,最终形成企业经济效益最大
化、环境资源节约最大化、社会效用最大化的平衡。

1.1. 2研究意义
近年来,商业模式在管理学界,特别是企业经营战略范畴内,出现频率非常
之高。成功的商业模式为企业创造了巨大的财富,而商业模式创新在企业经营
实践中的运用早已超出人们的想象,创新的内容更是涵盖了各行各业。