A Research On Real Estate Green Marketing Based On Sustainable Development

With the development of society and progress of human civilization, the world has entered a green era of environmental protection and sustainable development, people's environmental notions and green consumption consciousness get stronger. This thesis select the real estate marketing as background to research the green marketing of real estate companiesReal Estate 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 resowce 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 chapter one introduces the background of research, the signification of research, and the innovation. The first innovation is the conclusion considered that the real estate green marketing should realize the enterprise benefit, the social benefit, the consumer benefit and the environment benefit four aspects unifications,The second innovation is obtained the hierarchy theory of needs used in real estate green marketing. The third innovation is obtained the formula of the price of green housing.The chapter two introduces the theory of green marketing,green marketing is a managerial process of market participants aiming at promoting sustainable development and achieving economic profits,consumers'demands and environmental benefits together by creating and exchanging products and values;The emphasis of the chapter three is the analysis of the background theory and the character of real estate green marketing, this chapter considers that the real estate green marketing should realize the enterprise benefit, the social benefit, the consumer benefit and the environment benefit four aspects unifications,and this chapter obtain the hierarchy theory of needs used in real estate green marketingThe chapter four analyses the marketing condition of real estate green marketing;the chapter five analyses the behavior of green consumer; the chapter six according to 4p theory of marketing, The thesis bring forward creatively material green marketing strategy of real estate companies. Including the exploitation of green housing, The price of green housing, Sales of green housing, Sales promotion of green housing, the emphasis of this chapter is the research of the price of green housing,obtain the formula of the price of green housing. The last chapter is the conclusion of this thesis, we found that the real estate green marketing is very significative for achiving the sustainable development of our society,but this theory has some dificulty in using in the practice.