Green Real Estate Marketing Research

As one of the pillar sectors in the national economy, the real estate industry has achieved a rapid development in the last more than ten years. As a result, the problem of housing shortage that has harassed the Chinese people for so many years is finally resolved, and many other sectors that are closely interlinked with the real estate industry have also been carried forward a lot. However, while its achievement is getting more and more attention, the negative influence it has exerted on the environment is at the same time placed at the focus. As the idea of environment protection is widely spread, the real estate industry is beginning to seek a sustainable development mode, and the ecological keynote comes into being, which requires the traditional management ideology be modified into a ecology-oriented one. Therefore, it's necessary that the traditional marketing pattern be replaced with the green marketing pattern. In the background where studies on the green marketing of real estate are scarce, this article puts forward the topic as the first try, and analyses its theoretical source and foundation in the terms of its relationship with the ecological spirit embodied in Chinese folk buildings, the urban ecological-economic theory and the sustainable development theory of the real estate industry; and goes on with the feasibility study by analyzing such four important factors as the development of green building material, the maturity of ecological constructing technology, the potential demand for the green housing and the governmental support. Afterward specific measures of carrying out green marketing in real estate industry are provided, followed by a set of index system and a assessment method for checking the performance of the whole green marketing program.