通过市场营销途径到达生态愿景深圳华侨城开发管理的实证研究.pdfVIP

通过市场营销途径到达生态愿景：深圳华侨城 开发管理的实证研究 Depending on Marketing to an Ecological Vision: A Case Study of Overseas Chinese Town’s Developing Management in Shenzhen, China 张昊哲 金广君 宋彦 Haozhe Zhang, Guangjun Jin, Yan Song 摘要： 市场营销学探讨如何通过“市场”达到交易双方双赢的结果。传统观念忽略了环 境对城市开发的促进作用。这使得城市建设与环境发展人为地对立起来。深圳华侨城的开 发经验证明在城市开发管理中合理借鉴环境营销的概念可以有效地解决这一对立关系。具 体的管理技术包括了一下几个方面：打造环境商品，树立环境品牌，契合居民需求以及利 用环境触媒效应。 关键词：华侨城（OCT ）；环境商品；开发管理 Abstract: Marketing explores how to use “market” to attain win-win results of the two sides in exchange activities. Human beings neglect that environment promotes human society development. That caused conflicts between urban development and environment protection. The experiences of Overseas Chinese Town, China, proved that employing the concept of environment marketing in developing management can smooth the relationship between urban development and environment protection. The techniques of developing management based on environment marketing includes: Creating environment-product; establishing brand; satisfying users’ demands; and employing the catalyst effects. Keyword: Overseas Chinese Town (OCT) ; environment-products; developing management 注：如果需要浏览文章全文，请与作者（ys@email.unc.edu ）联系。 Note: If you need to view the full text of this paper, please contact the author (ys@email.unc.edu).