Research On Optimization Strategy Of The Green Marketing For Real Estate Corporation

In recent years, China’s real estate enterprises continued to grow and to develop.Various levels of housing products and marketing ideas brought us new life conditionsand modes of thinking. The broad masses and the real estate enterprises obtained thewin-win. However, with the consumption of the less energy and the natural resourcesin people’s living, the environmental protection is becoming more and more urgent.For the real estate enterprises, in order to comply with the development trend of thetimes, advocating green environmental protection in the housing product developmentand marketing process has become the trend of social progress. This is the guaranteeof remaining invincible of the real estate enterprises in the fierce competition in theindustry.The appearing of green marketing brought up the real estate developers the powerof sustainable. This became their inevitable choice to continue to promote thedevelopment of real estate enterprises. The reason why the real estate enterpriseswidely adopted the concept of green marketing is because it conformed to thedevelopment of time and the society demand. The society advocates low carbon life.Environmental protection has become the world’s widely promoted theme.In this paper, the first chapter introduced the background of the market of realestate enterprises. This article put forward the purpose and significance of the research.Then this paper analyzed the current situation of domestic and international marketingchannel. Finally this paper presented the main research content. The second chapter ofthe real estate enterprises green marketing theory is reviewed. This chapter mainlyintroduced the green marketing’s connotation, characteristics, theoretical basis and thetheory of marketing channels，including marketing concepts, the characteristics ofmarketing, the concept, function, influencing factors of the product marketingchannels. The third chapter summarized the status of the green marketing in our country, and put forward the main problems of the green marketing. The fourthchapter focused on the seven optimization strategies of the real estate enterprisesgreen marketing, including green strategy, green development strategy, green designstrategy, green property strategy, green strategy, green marketing strategy, greensupervision strategy. Finally, the "West Lake of Landscape" as an example, the greenmarketing case analysis was studied.This paper studied the green marketing of the real estate enterprise. The purposeis to vigorously promote the green marketing of the real estate enterprises. The studyis to realize the living environment of the green and low carbon target.