房地产开发企业绿色营销策略分析——以重庆“新鸥鹏.璧兰河一号”地产项目为例-analysis of green marketing strategy of real estate development enterprises - a case study of chongqing real estate project.docxVIP

With the development of social economy and improvement of human civilization, our world has entered into a so-called Green Era which advocates environment protection, pure nature and sustainable development. People’s sense on environment protection and green consumption is getting stronger and stronger that green marketing will undoubtedly play a leading role in enterprise marketing in the near future. This thesis studies the green marketing in real estate enterprises of China by researching the real estate market, the most energetic factor of China’s economy.Firstly, the article describes the development of Green Marketing Theory in real estate, including the concept of green marketing Theory in real estate, the characteristics and main content of Green Marketing Theory in real estate, and the theoretical foundation for Green Marketing Theory in real estate.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 estate industry, analyzes the problems and obstacles in green marketing execution of China’s real estate enterprises, and then puts forward many strategies for green marketing in China’s real estate industry, in which 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, Bilan River No.1 of Chongqing and works out detailed planning and execution scheme for the project’s green marketing. Details as follows:Developing and constructing the green real estate products with low energy consumption, sound environment and reasonable structure according to consumers’ requests.Exploiting various green marketing channel models, for example direct sales, internal subscription, network marketing, group-buying etc.Making out the green pricing strategy for the above-mentioned project according to target