The Research On The Marketing Strategy Of Green Real Estate Projects

The devel opment of green real e state is catered to the pursuit of quality of life,to improve housing quali ty and operational management re quirements,to meet peopl e's growing environme ntal awarene ss.But be cause pe ople awa reness of gr een real est ate is not high,and the real estate industry recession economy downward pr essure,frustrating green re al estate industry as a whol e sales performance.In this paper,it is in this background,the study of green real estat e marketing.Paper research significance,it is a green building marketing research literature,mostly of marketing for the new pr oject desi gn,the optimiza tion of the complete d project marketing literature is ve ry l ittle,just to fi ll the vacancy,the research is not sold out but completed gree n real esta te marketing to provide the reference of the project,has a strong theoretical resear ch value;Secondly,this paper studies on have great help to solve probl ems in Quanzhou,A real estate project marketing,has strong practical significance.The paper re search content: the first chapter introduction;Roughly introduces the re search background,significance,t rain of thought,research met hods and contents,etc.The sec ond c hapter related theory and liter ature r eview;Are mainly introduced in this paper,the use of marketing strategies and marketing methods,including 4 p marketing strategy,the SWOT analys is,PEST analysis,et c.,and green real estate related the ory.The third chapter in Quanzhou,A real es tat e project marketing present situation and the a nalysis of marketing environment;Mainly introduces the project general situation,c haracteri stic,the marketing status quo,analysis of t he projec t facing the internal and external marketing environment,analyzes the problem of marketing project.The fourth chapter i n Quanzhou,A real estate proje ct marke ting positioni ng and marketing strategy optimization design;Suitable mark et s egm ent,choose th e pr oj ect an d the ma r ket positioni ng.O n this basis,combining with the mar keting problem,put forward the opt imization of the marketing str ategy and implementation safe guard measures.The fi fth chapterconclusion and forecast;Summar izes the full t ext,indicating the di rect ion of fur ther research.Papers for the proj ect of 4 p marketing s trategy is:(1)product strat egy: the project construction as the Quanzhou green building property management demonstration area;Using the D deve lopers brand effect;Project pr oduct market ing campaigns,from the perspective of customers,add gr een real estate propaganda;(2)the pricing st rategy: competitive pri cing st rate gy,difference strategy.(3)c hannel strategy: inc reasing number WeCha t public website,weibo,de velopers such as marketing channels;Cooperation wit h l arge real estate electric busi ness platform,such as gues t,HOME LINK,trans parent nets,etc.(4)promotion: organizational fete activity;Covert depr eciate sales promotion.