深圳市房地产企业绿色营销策略研究

AbstractWith the development of social economy and human civilization,people'senvironmental protection concepts and green consumption awareness arebecoming stronger and stronger.Green marketing is likely to become thedominant enterprise marketing in the near future.Based on this,this articleselects the real estate industry,one of the most active industries in China'seconomy,as the research background,investigates and analyzes the greenmarketing issues ofreal estate companies,and combs the relevant theories andcharacteristics of green marketing.The representative real estate company-Shenzhen Overseas Chinese Town Real Estate Co.,Ltd.is the research object,and deeply explores the current status and deficiencies of green marketing ofreal estate companies,such as the failure of green residential technology tomatch the high-end of the product line,the high price of the green residentialmarket,and the lack of professional Green building design talents and otherissues,in order to put forward targeted marketing strategies andrecommendations.This research aims to provide a little inspiration andreference for the promotion of green marketing strategies by similar real estatecompanies in the Guangdong-Hong Kong-Macao Greater Bay Area.Key words:Green marketing strategy overseas Chinese town