摘要:随着经济的快速发展，人们环保观念的增强，世界进入了崇尚自然，保护环境的“绿色时代”。绿色时代的来临激发了绿色消费，绿色消费同时又要求企业做好绿色营销，绿色营销无疑成了如今企业营销的主导。房地产业作为国民经济的支柱产业，在它快速发展的同时，它所带来的环境问题也日益凸显。在绿色背景的大前提下，房地产业抛弃原有的粗犷式发展模式，将绿色环保融入开发产品中，改变经营理念，并寻求全新的营销模式与之配套，因此，绿色营销应运而生，从而取代传统的营销模式。

　　　本文选取如今最火热的房地产市场作为行业背景，首先对绿色营销的理论及相关概念进行了阐述，然后对恒盛房地产公司恒盛嘉园项目的绿色营销现状进行探讨。最后结合杭州地区的实际情况，并提出了以“4P”理论为基础的企业绿色营销策略。最后对本文进行了总结，并得出结论。

关键词 绿色营销；房地产企业；营销策略

Abstract:With the rapid development of economy, enhancement of people's environmental protection idea, the world entered the era of advocating nature, protect environment "green". Green era inspired green consumption, green consumption and enterprises do green marketing, green marketing will undoubtedly become the leading enterprise marketing today. The real estate industry as a pillar industry of the national economy, in its rapid development at the same time, the environmental problems brought by it are becoming increasingly prominent. In the precondition of green background, the real estate industry to abandon the extensive development mode of the original, the green environmental protection into the product development, change management idea, and seek a new marketing model with matching, therefore, the green marketing emerge as the times require, in order to replace the traditional marketing mode.

　　　This paper selects the hot real estate market as background, the green marketing theory and related concepts are described, and the present situation of green marketing to explore of Hengsheng Real Estate Company Hengsheng Jiayuan project. Finally, combined with the actual situation in Hangzhou area, and puts forward the green marketing strategy based on the theory of marketing enterprises. Finally the paper is summarized, and draw a conclusion.

Keywords  Green marketing  Real estate enterprises  Marketing strategy

　　　本文在内容上共分五章：第一章绪论。介绍本文的现实背景、国内外研究现状及评述、研究内容及意义、研究方法与思路；第二章相关概念与理论基础；主要阐述房地产绿色营销的概念、特点及主要内容，大体上了解房地产绿色营销；第三章中分析恒盛地产绿色营销现状。本章对房地产企业实施绿色营销的实践基础以及房地产企业如何进行市场细分和目标产品定位进行了介绍。这是文章的主体部分；第四章中对企业绿色营销策略进行了认真的分析和探讨，得出分析结论；第五章结论。