题目哈尔滨房地产企业绿色营销策略研究摘要随着社会经济发展和人类文明进步，人们的环保观念和绿色消费意识愈来愈强，绿色营销无疑在不久的将来会成为企业营销的主导。本文选取当今中国经济最活跃的房地产市场作为行业背景，研究我国房地产企业的绿色营销问题。房地产行业的快速发展，给群众生活和国民经济带来了巨大利益的同时，其粗放式的开发经营模式产生的诸多环境问题，也日益受到社会的关注。房地产开发过程中导致了耕地占用、土壤破坏、水土流失、钢铁、水泥、木材等资源的巨大浪费，使用过程中水、电、热、气等能源的无畏消耗和生活垃圾的无处理排放等，给生态环境造成了巨大的压力。本文首先就房地产绿色营销的基本内涵进行了分析，接着从传统住宅的历史传承、城市生态建设的必然要求、房地产可持续发展的必然选择三个方面阐述了房地产营销的必然性，从物质保证、技术支撑、市场潜力和外部环境讨论了房地产绿色营销的可行性；接下来的第四章讨论房地产企业绿色营销的实施策略，通过回答“为谁建造绿色物业”和“绿色物业将要满足哪些需求”两个问题，定了企业的经营目标；通过“4P”理论，从绿色物业、绿色价格、绿色渠道、绿色促销，四个方面系统地说明了如何完成既定目标；第五章阐述了为保证房地产绿色营销的顺利实施，必须有效的贯彻CS战略；最后本文作者通过东营本地一个房产项目，具体说明了房地产绿色营销在实际中是如何应用的，以及通过绿色营销取得的效益。本文认为，尽管由于种种原因，房地产绿色营销的广泛应用还有很长的一段路要走，政府要努力，企业要努力，全民消费意识要不断改善，但是在不久的将来，房地产绿色营销必然占据主导地位。关键词：绿色营销；绿色营销；营销战略；ABSTRACTWiththedevelopmentofsocialeconomyandtheprogressofhumancivilization,people'senvironmentalawarenessandgreenconsumptionconsciousnessisbecomingmoreandmoreStrong,greenmarketingisnodoubtinthenearfuturewillbecometheleadingenterprisemarketing.ThisarticleselectsthecurrentChineseeconomyThemostactiverealestatemarketasanindustrybackground,thestudyofthegreenmarketingofrealestateenterprisesinchina.Therapiddevelopmentoftherealestateindustry,tothepeople'slivesandthenationaleconomyhasbroughtgreatbenefits,whileitsextensivedevelopmentandoperationofmanyenvironmentalproblems,butalsothegrowingconcernofthecommunity.Intheprocessofrealestatedevelopmentleadstoahugewasteoftheoccupationofcultivatedland,destructionofthesoil,soilandwaterloss,ironandsteel,cement,timberandotherresources,useofwater,electricity,heat,gasandotherenergyfearlessconsumptionandlifegarbagetreatmentdischarge,totheecologicalenvironmentcausedtremendouspressure.Inthispaper,thebasicconnotationoftherealestategreenmarketingisanalyzed,andthenfromthetraditionalresidentialhistoryInheritance,theinevitablerequirementofurbanecologicalconstruction,theinevitablechoiceofsustainabledevelopmentofrealestatearedescribedinthreeaspectsTheinevitabilityoftherealestatemarketing,fromthematerialguarantee,technicalsupport,marketpotentialandtheexternalenvironmenttodiscusstherealestateThefeasibilityofproducinggreenmarketing;thenextfourthchaptersdiscusstheimplementationstrategyofgreenmarketingofrealestateenterprises.Overtheanswer"forwhomtheconstructionofgreenproperty"and"greenpropertywillmeetwhatneeds"twoissues,settheBusinessobjectivesoftheenterprise;throughthe"4P"theory,fromthegreenproperty,greenprices,greenchannels,greenpromotionSales,thefouraspectsofthesystemtoexplainhowtocompletetheestablishedobjectives;thefifthchapterdescribestherealestatetoensuregreenThesmoothimplementationofmarketing,wemusteffectivelyimplementtheCSstrategy;finally,theauthorofthisarticlethroughalocalhousingi...
