Strategies Of Green Marketing For Real Eastate Company

Green Marketing, a concept oriented to environmental protection, is the certain choice of real estate companies in an era of ecological civilization. Their exploitation, as they overly depend on the ecosystem of a city, will inevitably be restricted by the ecological resource of the city. Today the city entironment is deteriorating, the concept of sustainable development is becoming embedded in people's mind, and consumers'demands for greenness is guiding the market towards a new trend. All these has interplayed to make green marketing the only psychology of today's real estate companies.The first chapter of this thesis makes a brief introduction of the conception, meaning and the major contents of green marketing for real estate companies. After an analysis of the actuality and the major problems in the current green marketing of some real estate companies in our country, we believe that it is necessary to bring to use the concept of green marketing in the real estate industry scientifically.In the second chapter the thesis goes on with a discussion of the green marketing theory. The concept is green marketing is introduced in the discussion of the evolvement of marketing and compared with the traditional concept of marketing. And then follows an analysis its two background theories: the theory of sustainable development and the theory of green economics. Finally, the main part is concerned about the contents of the theory of green marketing, including green market analysis, development and strategies for green products, price of green products, sales of green products, sales promotion of green products, strategies for the green image of real estate companies, management of green marketing, as well as rating System of green marketing.Chapter three and four mainly deal with two important parts in the green marketing of real estate companies: the exploitation and the price of green housing, in which the theory of green marketing is exercised scientifically and some reasonable strategies are put forward: strategy for the exploitation of green housing, guideline system for the evaluation of green housing and the price for green housing.In the.final chapter, the exploitation of "Jiang Nan Spring City" in Hangzhou is chosen as an example to demonstrate the exploitation strategy for green housing and simulative price analysis is carried out with the theory of price for green housing, which provides a very good sample for the practice of green marketing of real estate companies.