Research On The Problems Of Green Marketing In Our Country's Real Estate Enterprise

Economic development and environmental protection are twins, economic development promotes social progress, but if development isn't in consonance with other factors, it will cause environment's rage and revenge. Green Marketing, a concept oriented to environmental protection, is the certain choice of real estate enterprises 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' demand for greenness is guiding the market towards a new trend. All these has interplayed to make green marketing the operating philosophy of today's real estate enterprises.This paper first elaborates the green marketing theory and real estate green marketing theory, mainly introduces the development of green marketing theory and the evolution of real estate green marketing in China. Chapter four has a research on green consumption of real estate, and then analyses the difficulties and restraining factors that real estate enterprises encounters in carrying out green marketing in China presently. Following, According to 4p theory of marketing and in line with the present conditions of real estate industry of china, the last chapter brings forward the green marketing strategy of estate enterprises: developing green house,practicing green price,selecting green marketing channel and launching green sales promotion.This paper is guided by the green marketing theory, brings forward the green marketing strategy of estate enterprises tentatively. It is expected to offer the real estate enterprises some new marketing views, and cause public concern for green marketing by emphasizing the importance of green marketing.