The Green Marketing Research Of Real Estate Companies In Harbin

With the development of society and progress of human civilization,people's environmental notions and green consumption consciousness get stronger.As one of the pillar sectors in the National economy,the real estate industry has achieved a rapid development in the last more than ten years.As a result,the problem of housing shortage that has harassed the Chinese people for so many years is finally resolved,and many other sectors that are closely inter linked with the real estate industry have also been carried forward a lot.However,while its achievement is getting more and more attention,the negative influence it has exerted on the environment is at the same time placed at the focus.As the idea of environment protection is widely spread,the real estate industry is beginning to seek a sustainable development mode, and the ecological keynote comes into being,which requires the traditional management ideology be modified into an ecology-oriented one.Therefore,it's necessary that the traditional marketing pattern be replaced with the green marketing patter.It is the certain choice of real estate enterprises in an era of ecological civilization.This paper select the real estate marketing as background to research the green marketing of real estate companies in Harbin,and the study object is mainly residential buildings.At first, elaborates green marketing theory in real estate industry,and analyzes the demand for green residential.And then according to the development situation of real estate in combination with the actual situation in Harbin,analyses the problems and restraining factors that real estate enterprises in Harbin encounters in carrying out green marketing,and put forward the theory of green marketing strategy which based on 4P.At last,impose some protected measures to carry out these strategies for better.It is favorable to satisfy developer itself and help realize perfect the function of city,improve living environment,protect nature and finally realize the aim of man and nature harmoniously coexisting.In this paper,although the study object is the real estate industry in Harbin,it is universal significance for the entire real estate industry.