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1、1湖北省房地产企业绿色营销策略研究湖北省房地产企业绿色营销策略研究摘要：摘要： 如今的房地产可谓是最热门的话题，房地产如今在国民经济中占有很重 要的位置，本文以房地产作为研究背景,根据湖北省房地产存在的实际问题来探 讨房地产企业的绿色营销问题。房地产企业的快速发展,给群众生活和国民经济 带来了巨大利益的同时,也面临自然资源和能源的短缺。作为提供住房产品的房 地产企业,应该顺应社会发展的趋势,将其产品的开发和经营过程引入绿色营销 因素,这是符合我国社会可持续发展的组成部分,也是激烈的行业竞争中立足的 前提。 本文在第一章首先介绍了房地产企业绿色营销的研究背景及意义,指出了绿 色理念,实施绿色营销
2、,发展绿色生态住宅区,对我国经济社会的可持续发展有着 重大而深远的意义;第二章对房地产绿色营销的基本内涵进行了分析,主要定义 了绿色营销和房地产绿色营销,并进一步叙述了房地产绿色营销的特点和内容; 第三章简述了湖北省房地产市场实施绿色营销的现状及其存在的问题,指出房地 产市场的绿色营销尚未成为房地产企业的营销主导,由于房地产企业追求企业短 期效益,因此大部分房地产企业还没有实施真正意义上的绿色营销;第四章关于 绿色营销策略,提出了房地产企业绿色规划、绿色开发、绿色拆迁、绿色管理、 绿色施工、绿色监督、绿色物业、绿色促销的具体策略,是基于对房地产企业的 考虑,营销策略可以自由裁剪或量身定做,是一
3、个循序渐进的过程,主要从绿色营 销的各个环节来说明房地产企业是如何进行绿色住宅开发的,并且在良好的经济 效益、环境效益和社会效益,值得在房地产企业在市场进行推广。我国房地产企 业绿色营销策略尚处在起步阶段,但是发展较快。要使绿色消费由时尚变为每个 消费者的自觉行动,必须由房地产开发企业、政府、消费者三方相互配合,才能 共同推进。随着社会经济发展和人类文明的进步,人们的环保观念和绿色消费意 识逐渐得到加强。房地产绿色营销是房地产企业统筹自然、社会、经济协调发 展的营销模式,是坚持科学发展观的具体体现,本文着重阐述了房地产企业绿色 营销策略,大力倡导绿色营销,呼吁全民走绿色理性之路。是实现国民经济
4、可持 续发展的有效途径,也是生产者、消费者和政府之间关系的重新诠释。 关键词：关键词：房地产企业 ；绿色营销； 营销策略 2Research on green marketing strategy of real estate enterprises in Hubei ProvinceAbstract: now the real estate is the most popular topic, the real estate is now in the national economy occupies a very important position, based on the real
5、 estate as the background, to explore the green marketing of real estate enterprises according to the actual problems existing in Hubei Province real estate. The rapid development of the real estate enterprise, has brought enormous benefits to peoples lives and the national economy at the same time,
6、 also faces a shortage of natural resources and energy. As to provide housing products of real estate enterprises, should follow the trend of social development, its product development and business process into green marketing factors, which is consistent with the part of social sustainable develop
7、ment in our country, is the fierce competition in the industry is based on the premise.In the first chapter of this article first introduced the research background and significance of green marketing of real estate enterprises, pointed out that the green concept, the implementation of green marketi
8、ng, green ecological residential development, have great and far-reaching significance to sustainable development of our country society; the second chapter the basic connotation of the real estate green marketing are analyzed, the main the definition of green marketing and green marketing of real e
9、state, and further describes the characteristics and content of green marketing of real estate; the third chapter describes the status of the implementation of green marketing in the real estate market of Hubei province and the existing problems, and points out that the green marketing of the real e
10、state market has not yet become a real estate enterprise marketing LED, because the real estate enterprises in pursuit of enterprise short Period benefit, so most of the real estate enterprises are not the implementation of green marketing on real significance; the fourth chapter on green marketing
11、strategy, put forward the concrete strategies of real estate enterprises planning green, green development, green, green management, green construction demolition, green, green, green property supervision and promotion, is the real estate enterprises to consider the based on the marketing strategy,
12、can free cutting or tailored, is a gradual process, mainly from the various links of green marketing of real estate enterprises is to illustrate how to carry on green residential development, and good economic benefit, environmental benefit and social benefit, it is worth in the real estate enterpri
13、ses in the market promotion. Green marketing strategy of real estate enterprises in China is still at the beginning stage, but the development of faster. To make green consumption by fashion into the conscious action of every consumer, must by the real estate development enterprise, government, cons
14、umers three complement each other, to jointly promote the. With the development of social economy and the progress of human civilization, peoples environmental awareness and green consumption consciousness gradually strengthened. Green marketing of real estate is the real estate enterprise co ordina
15、ting the natural, social and economic 3development coordination marketing model, is to adhere to the concrete manifestation of the scientific development concept, this paper expounds the green marketing strategy of real estate enterprises, green marketing advocate, called for a rational way to go gr
16、een. Is the effective way to realize the sustainable development of the national economy, reinterpret the relationship is between producers, consumers and the governmentkeyword: real estate enterprise green marketing marketing strategy4目目 录录1.1.前言前言. . 5 1.1 本课题研究的目的与意义. 5 1.2 本课题研究的现状. 6 1.3 本课题研究的方法
