绿色营销在南京房地产中的应用及对策.docVIP

PAGE 14 绿色营销在南京房地产中的应用与对策 摘要：南京房地产行业开展绿色营销是保护生态环境和促进南京经济可持续发展的需要,也是南京房地产行业自身赖以生存和发展的需要。但从南京房地产行业开展绿色营销的现状看，其绿色营销还未全面展开，消费者还未形成普遍的绿色消费意识，政府也缺乏足够的鼓励措施。为此，南京房地产行业应采取加大绿色宣传、培育绿色营销文化、倡导绿色消费，引进和采用绿色新技术、制定房地产绿色营销战略、强化政府导向作用等绿色营销的策略。 关键词： 南京　 房地产行业 绿色营销 策略 THE APPLICATION AND COUNTERMEASURE OF THE GREEN MARKETING IN NANJING REAL ESTATE INDUSTRY Abstract：Nanjing real estate industry develops green marketing. It is protects the ecological environment and promotes the Nanjing economy sustainable development need, is also the Nanjing real estate profession own livelihood and the need to develop. But looked from the Nanjing real estate profession development green marketings present situation that its green marketing has not launched comprehensively, the consumer has not formed the universal green expense consciousness, the government also lacks enough encourages the measure. Therefore, the Nanjing real estate profession should adopt increases the green propaganda, the cultivation green marketing culture, the initiative green to expend, function the green marketing and so on introduces and uses the green new technology, the formulation real estate green marketing strategy, the strengthened government to guide strategies. Keywords：Nanjing real estate industry green marketing strategy  目 录 引言………………………………………………………………………………………………………… 3 一、绿色营销的基本理论……………………………………………………3 （一）绿色营销的概念………………………………………………………………………………3 （二）绿色营销的特点………………………………………………………………………………4 （三）绿色营销的战略意义………………………………………………………………………5 二、房地产绿色营销的基本理论…………………………………………………………………5 （一）房地产绿色营销的概念……………………………………………………………………5 （二）房地产绿色营销的产生背景……………………………………………………………5 三、南京房地产企业营销策略现状分析………………………………………………………6 （一）南京房地产企业实施绿色营销现状……………………………………………………6 （二）现状分析…………………………………………………………………………………………6 1.从房地产企业自身分析……………………………………………………………………6 2.从消费者角度分析……………………………………………………………………………7 3.从政府角度分析 ………………………………………………………………………………7 （三）南京房地产企业实施绿色营销的可行性和必要性………………………………7 1.可行性………………………………………………………………………………………