The Research To Game Theory Of The Green Marketing Of Real Estate

In recent years, the operation of the real estate industry has entered a fast track in ourcountry, greatly promote the development of our country’s economy. But at the same time, theextensive mode of economic development of real estate enterprises in our country, not onlycaused the waste of national resources, also caused soil erosion, noise pollution andconstruction waste pollution and so on a series of environmental problems, seriously destroythe ecological balance, also harm the health of the residents. In the context of the new normal,real estate enterprise to a sustainable development road, finally realizes the enterprise benefit,social benefit, ecological benefit and consumer benefit harmony, become the top priority, andthe management idea of green marketing is an effective way to solving problems.And on the need to achieve the harmonious unity to properly handle real estate enterprises,government, the relations between and among consumers, achieves the win-win of the mainthree parties involved in. Real estate enterprises, governments, consumers are both oppositeand unified relationship between the three, they are the real estate market participants mostsharp conflicts of interests of three parties. Due to the lack of green consumption, the currentreal estate market in China government regulation factors such as obstacles in the developmentof green marketing of real estate market, thus to realize green residential products in the realestate market supply and demand, the formation of the green house prices and the greenproperty management is the result of the long-term game between formation, by using theknowledge of game theory, this paper established a variety of game model, clarify the gameparties of interest relations, solving game equilibrium solution under different situation, give a guideline to the behavior of the three parties. Finally, according to our country nationalcondition, in view of the real estate enterprises how to implement green marketing specificadvice is given.