Ethical Dimension, The Property Market To Build

Every society follows ethics order and forms a deep-rooted value system shared by all. In real estate operation, the recognition deviation of the leading housing value from the principal, the invasion of negative value against positive one, are the deep-seated causes of our "problem real estate market". In order to avoid the huge loss inflicted upon the society, the market value of real estate should be restructured by utilizing the ethics force against the problem market.Starting from the logic of analyzing irrational issue and the according attributions, based upon the formation of real estate market and actual investigation, the paper puts forward the arguments that our market needs value reconstruction by discussing the government's role, enterprise's service and consumer's happiness. In the end, the idea of constructing the real estate market for people is suggested as the logic conclusion.The reconstruction target is to realize the change from "real estate people" to "real estate for people". Although both conceptions seek prosperity and wealth accumulation in real estate, the "real estate people" do business only for the sake of market and wealth which results in the loss of value coordinates while "real estate for people" is for people's survival, development, improvement and welfare. The former tends to indulge in "evil" while the latter in "good". Simply put,"real estate for people" is based upon people and fulfills people's need and development. Only after this change, our real estate market can transit from irrational to rational prosperity. In this ethic category consisting of responsibility, service and happiness, the government is the guide, enterprises are the core and consumption for happiness is the background.The commitment to society for living and working in peace and contentment is the invisible hand for guiding government policy intervention and management. Safeguarding the residence right, promoting the rational development are the positive value utility and the purpose of administration for "good". On the contrary, profit-seeking of administrative staff, indulging in achievements of official career and even rent-seeking reflect the negative value of administrating behavior and tendency to "evil". The formulating and regulating real estate policy based on people welfare is the commitment to society and people as well as administrative service.Real estate enterprise is the cooperative organization earning reasonable profit by developing and operating house commodity and they are bonded by profit, contract and obligation. They are both economic entity and ethic entity. The sustainable economic and social benefits could be materialized by effective integration of both economic and ethic value under the guidance of ethics by taking the dual features of economy and welfare of residence products into consideration. The operating target of ethics to real estate enterprise can be divided into three levels. The first level is legal operation based on relevant laws of regulations in China. The second level is operation for mutual benefits based on market demand and supply and rules of the game, in which mutual trust and beneficial and harmonious relation with other principals especially the consumers are set up. The third level is contribution operation, which is supplying the market with sufficient, reasonably structured and priced, reliable and good quality house commodity and realizing the housing safeguarding system and society's happiness consumption all contributing to rational prosperity.In the practice of real estate reconstruction and the establishment of "real estate market based on people", the consumers'perception of value is an important influencing factor without any doubt. The consumers' rational expression and mental experience are different due to reasons such as information asymmetry. The market based on people should satisfy different demands to living, enjoying and development and harvest sense of happiness in the real estate consumption. Establishing ethics such as legal, reasonable and green consumption is the way to happy consumption in which legal consumption is the premise, reasonable consumption is the foundation and green consumption is the expectation to happiness.