Real Estate Development Enterprises Green Marketing Strategy Analysis

With the development of social economy and improvement of human civilization, our world hasentered into a so-called Green Era which advocates environment protection, pure nature and sustainabledevelopment. People’s sense on environment protection and green consumption is getting stronger andstronger that green marketing will undoubtedly play a leading role in enterprise marketing in the nearfuture. This thesis studies the green marketing in real estate enterprises of China by researching the realestate market, the most energetic factor of China’s economy.Firstly, the article describes the development of Green Marketing Theory in real estate, including theconcept of green marketing Theory in real estate, the characteristics and main content of GreenMarketing Theory in real estate, and the theoretical foundation for Green Marketing Theory in realestate.Secondly, the article analyses the development of green marketing in China’s real estate enterprises.It elaborates the emergence and development foundation for green marketing in China’s real estateindustry, analyzes the problems and obstacles in green marketing execution of China’s real estateenterprises, and then puts forward many strategies for green marketing in China’s real estate industry, inwhich way it can provide theoretical foundation for executing green marketing in real estate enterprises.Finally, the thesis makes field research analysis to the real estate project New Open Group, BilanRiver No.1of Chongqing and works out detailed planning and execution scheme for the project’s greenmarketing. Details as follows:1. Developing and constructing the green real estate products with low energy consumption, soundenvironment and reasonable structure according to consumers’ requests.2. Exploiting various green marketing channel models, for example direct sales, internalsubscription, network marketing, group-buying etc.3. Making out the green pricing strategy for the above-mentioned project according to targetconsumers’ recognition and preference on green products.4. Working out green promotion strategy that can attract target consumers according to thepsychological and behavioral characteristics obtained from research and analysis on them. The strategyincludes advertising, public relations, personal selling, sales promotion etc. Thus the project can holdcompetitive advantages, occupy market opportunities and gain recognition from market and consumers.