Changsha City, Hexi Pilot Area Real Estate Green Marketing Performance Evaluation Studies

Green marketing, though started in 1980s, is getting increasing attention so as to be spread all over the world. Green marketing is helpful for the harmony between human society and the nature, which is the premise for the sustainable development of the society. In addition, it promotes the rational arrangement and the efficiency of the resources to accelerate economic growth. Large Forerunner District of West Bank along Xiangjiang River in Changsha, so-called the testing field for the pilot program of resource conservation and environment friendly society, was chosen for the research. Undoubtedly, it's quite practical to explore the experience of constructing "two-oriented society" by evaluating the performance of green marketing applied to the real estate industry which influences both the national prosperity and people's wellbein in the forerunner district.By analysing the related research at home and abroad, the paper presents the argument, research subject, and research method after expounding the background and significance of performance evaluation of green marketing in the real estate industry. On the base of collecting and analysing the related theory on the performance evaluation of green marketing, the model of integrated evaluation of green marketing in the real estate industry is formed. In order to evaluate the performance of green marketing in the real estate industry in the forerunner district, the paper introduces an original questionaire consisting of 23 evaluation index which covers three aspects:social orientation, public effect, and service standard. Based on these questionaires, the paper analyses the performance of green marketing implemented in the real estate industry in the forerunner district, with the aid of SPSS statistic software.Also taking the case for consideration, Poly·Lugu Linyu, the Pilot Project for Green Building in 2009 authorized by the Construction Ministry. The same conclusion about the performance optimization of green marketing is made by applying the grey integrated evaluation model and fuzzy integrated evaluation model. To apply the integrated evaluation model helps land agents inspect the implementation situation of green marketing strategy to find out the critical factors and vulnerable spots, which supply the enterprises with references for management and marketing control.This paper adopts integrated research method and applies the various ideas in marketing theory, sustainable development theory, cybernetics, gray theory, economics, sociology, technology economy and system theory. Moreover, with the appliance of advanced statistical software, the paper is more scientific since it combines normative analysis and qualitative analysis, quantitative analysis and qualitative analysis, industry analysis and case analysis.