长株潭房地产企业实施绿色营销的困境与对策

目前,长株潭房地产企业在实施绿色营销时还存在企业在观念上只是将绿色营销作为一种短暂的促销噱头、驱动力不足、政府监督支持力度不足、消费者对绿色营销需求仍不明显等问题。因此,房地产企业应该开发绿色产品,提高绿色技术;制定绿色营销战略,培育房地产企业的绿色企业文化;开展绿色促销,打造长株潭绿色房地产企业。消费者应树立绿色消费意识,推动和监督房地产企业的绿色营销。还应该发挥政府职能,推动长株潭房地产企业实施绿色营销。

The Dilemma and Counter-Measure of Carrying out Green Marketing of Real Estate Enterprises in Changzhutan Agglomeration

At present,that real estate enterprises of Changzhutan agglomeration are carrying out green marketing still has some problems: green marketing considered ideally as a momentary promotion stunt by enterprises;lacking driving force;being short of government supervision degree of support;the inconspicuous need of green marketing from consumers.Therefore,real estate enterprises should develop green product and improve green technology;make green marketing strategy and breed green corporate culture of real estat...