旅游房地产绿色营销研究-土地资源管理专业毕业论文.docxVIP

II II Abstract Today, China has developed into a period which the national economy is growing fast and the consumption level of the entire residents is increasing step by step. As a newborn thing, the appearance and the development of tourism real estate industry is of great significance both to the tourism industry and to the real estate industry. Meanwhile, green marketing, a concept oriented to environmental protection and people formost, is the certain choice of real estate companies in order to strive for survival and sustainable development. Their exploitation，as they overly depend on the ecosystem of a city， including natural resource and townscape, will inevitably be restrieted by the natural resoure of the city. Based on this background, the author of the dissertation make the research on the green marketing in tourism real estate in China. First of all, the dissertation presents the background and the significance of the title, and make a summary of the related studies at home and abroad. Then, the dissertation presents the production and connotation of the “green marketing”, and the difference between green marketing and traditional marketing. In addition, the author of the dissertation presents the theoretival basis of the green marketing in tourism real estate. In the key components of the thesis, the dissertation presents the necessity and feasibility of the green manketing in the tourism real estate because the green marketing is one new marketing strategy. And also, it presents the specific strategies of the green marketing in tourism real estate. Through “4P” theroy in the marketing theroy, the dissertation shows the four specific strategies. That is, the exploitation of the green tourism real estate projects, price of the green projects, the green distribution of the projects and the green advertisement promotion strategy. At the same time, the dissertation shows the related cases at the end of each strategy analysis. And then, the author of disser