Research On Green Marketing Strategy Of Real Estate

With the development of society and progress of human civilization, peoples environmental notions and green consumption consciousness get stronger .This paper select the real estate marketing as background to research the green marketing of real estate companies. As the rapid development of Chinese real estate helped the national economy become stronger and the peoples life become better ,the negative influences it has exerted on the environment have been at the same time placed at the focus .the occupation of the plantation ,the destroying of the soil ,and the heavy waste of the steel .concrete, lumber coming forth in the producing ,the extended consumption of the water ,electricity ,heat, gas. the discharge of the rubbish companying with the using, gave a great burden to the environment. People who live in the polluted room for a long time should be in the non-healthy condition, even lead to some serious illnesses. Facing the shortage of the recourses and the energies, and the people's stronger consciousness of environment protection , the real estate enterprises that are responsible for putting up the building should alter their running way with the different conditions. The related companies are supposed to bring into green marketing in the period of producing and running which is the essential section of building the continue development society, and also is effective way to standing out among the competitors.First , this paper gives the definition of the green marketing and real estate green marketing .Second, basing on inheriting from the tradition houses, environmental requirement of the city-zoology building , the excusive choice of the continue development of the real estate industry, the author expounds the inevitability of the green marketing .And then the paper shows the feasibility, of the green marketing though three parts including about the material, the technology, the markets potential and the supports of the government .As the follow, the author analyst three problems; the externality , the game theory and the converse choice ; in the chaper4,The author bring forward two questions to fix on the marketing targets. Though "4P" theory, the paper lets the reader know how to apply the green marketing to realize the targets. The last is an example showing how to practice the green marketing.The author of the concludes: Although Geer Marketing model dose not put into practice widely in the real estate in our congress because of some reasons. We still believe the Green Marketing Model will take over dominant in real estate marketing in the future .It' s base upon the efforts of the government , the enterprise, and the customer.