Study On The Suitability Of Green Marketing In Real Estate Enterprise

The green marketing, which led to environmental protection concept, is a new marketing philosophy. Also that is the inevitable choice of enterprises to seek survival and development in times of the ecological civilization. As to a real estate business highly dependent on the ecological system, the development operations will be inevitably restricted by the special ecological resources in city. With a background of the city of the ecological environment is worsening, sustainable developmental theory is widespread and the green needs by customers is to guide a new way of market, the green marketing will surely become a new management philosophies for real estate enterprise.This paper analyzes the definition, characteristics, main content and major problems of real estate green marketing. It evaluates suitability and expounds the implication, aim and principle of suitability assessment of real estate enterprise green marketing. Then it structures an appraisal system for suitability of real estate enterprise green marketing, establishes 15 suitability assessment indexes such as capital or cash of real estate enterprise, technological reserve situation of green building, funds for annual new product development and situation of green sales staff and technological reserve etc.. Meanwhile dissect the basis, principle and process for index construction, and emphasize the intension and criteria of assessment of the indexes. Evaluation methodology for suitability of real estate enterprises green marketing uses fuzzy mathematics comprehensive judgment and expounds theory and evaluation procedure, and by analytic hierarchy process to confirm the weight of real estate enterprise, government and consumer evaluation index.This paper makes an empirical analysis on the green marketing suitability assessment of a representative real estate program. Use the related measures of appraisal system for suitability of real estate enterprise green marketing to judge the program, and propose the steps of judgment:(1)confirm research aim and index system; (2)choose advisory consultant; (3)compile specialist consulting questionnaire; (4)statistical analysis for consulting result;(5)calculate green marketing suitability of program; (6)analyze fuzzy comprehensive evaluation results and put forward relevant suggestions, analyzing the results on real estate enterprise, government and consumer. This program gets green marketing observing a nice result, which proves the effectiveness and practicability of suitability appraisal theory of real estate enterprise green marketing.