更多企业学院：《中小企业管理全能版》183套讲座+89700份资料《总经理、高层管理》49套讲座+16388份资料《中层管理学院》46套讲座+6020份资料《国学智慧、易经》46套讲座《人力资源学院》56套讲座+27123份资料《各阶段员工培训学院》77套讲座+324份资料《员工管理企业学院》67套讲座+8720份资料《工厂生产管理学院》52套讲座+13920份资料《财务管理学院》53套讲座+17945份资料《销售经理学院》56套讲座+14350份资料《销售人员培训学院》72套讲座+4879份资料浅谈房地产的绿色营销摘要随着社会经济的发展和人类文明的进步，人们的环保观念和绿色消费意识越来越强。因此，绿色营销将会成为企业营销的主导。本文选取当今中国经济最为活跃的房地产市场作为行业背景来研究我国房地产企业的绿色营销问题。本文首先对房地产绿色营销进行了概述，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，最后着重分析了房地产绿色营销的必要性和可行性。由于目前绿色营销尚未成为房地产企业的营销主导，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。本文的第二部分就是介绍房地产绿色营销在我国的发展历程以及在现阶段中房地产项目绿色营销的不足。接下来的一部分从消费者角度和市场角度分析了当前房地产市场绿色营销潜力。文章的第四部分作者花费大量的笔墨来详细阐述房地产绿色营销策略。包括产品的绿色策略、绿色价格策略、绿色整合营销策略。关键词：房地产，绿色营销，房地产绿色营销，绿色营销策略THEREALESTATEONGREENMARKETINGAbstractThereforesocio-economicdevelopmentandtheprogressofhumancivilization，people'ssenseofenvironmentalprotectionandgreenconsumptionincreasingawareness,thegreenmarketingwillbecomethedominantenterprisemarketing.ThispapercontemporaryChineseeconomyisthemostactiveintherealestatemarketastheindustrytolookintothebackgroundofChina'srealestateenterprisespromotermarketingissues.ThispaperfirstrealestatemarketingofgreenoutlinesthemaindefinitionofgreenmarketingandrealestateGreenMarketing,describedtherealestategreenmarketingfeaturesandcontent.Asthegreenmarketingisnotyetarealestateenterprisemarketing-led，realestatecompaniesseekshort-termenterpriseefficiency,Mostoftherealestateenterprisesstillhavenotimplementedarealsenseofgreenmarketing.ThesecondpartofthispaperistherealestateongreenmarketinginthecourseofdevelopmentofourcountryandatthisstagewererealestateprojectsgreenMarketingdeficiencies.Thenextpartfromtheperspectiveofconsumersandmarketanalysisofthecurrentrealestatemarketpotentialforgreenmarketing.Thefourthpartofthearticletheauthorspendsagreatdealofspacetoelaborateonthegreenrealestatemarketingstrategy.Thearticleintroducedthefifthpartofthegovernmentshouldbefullyinthesocialdevelopmentshouldplaywhatrole,Enterprisesshouldbegivenwhatkindofhelp,support,realestateenterprisesinthedevelopmentofgreenmarketing.Keyword：RealEstate,GreenMarketing,GreenmarketingofRealEstate,StrategyofGreenMarketing目录一、房地产绿色营销概述··························6(一)绿色营销概念···························6(二)绿色营销特点···························61.绿色营销是社会营销观念的延伸和发展···············62.绿色营销与环境保护密切相关···················6(三)绿色营销产生的条件························71.产生的外部条件·························72.产生的内部动力·························7(四)房地产绿色营销概念························81.房地产绿...
