| 长株潭房地产企业实施绿色营销的困境与对策 |
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| 引用本文： | 赵睿.长株潭房地产企业实施绿色营销的困境与对策[J].湖南经济管理干部学院学报,2011(1):78-80. |
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| 作者姓名： | 赵睿 |
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| 作者单位： | 中南林业科技大学商学院,湖南长沙410004 |
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| 摘 要： | 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。
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| 关 键 词： | 长株潭房地产企业 绿色营销 绿色消费 |
The Dilemma and Counter-Measure of Carrying out Green Marketing of Real Estate Enterprises in Changzhutan Agglomeration |
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| ZHAO Rui.The Dilemma and Counter-Measure of Carrying out Green Marketing of Real Estate Enterprises in Changzhutan Agglomeration[J].Journal of Hunan Economic Management College,2011(1):78-80. |
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| Authors: | ZHAO Rui |
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| Institution: | ZHAO Rui (College of Business, Central South University of Forestry ＆ Technology, Changsha 410004, Hunan, China) |
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| Abstract: | 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 estate enterprises; carry out green promotion and build green real estate enterprises in Changzhutan agglomeration. Consumers should set green consumption awareness, propel and supervise green marketing of real estate enterprises. Also, bringing the governmental functions into play is to pro mote carrying out green marketing in Changzhutan agglomeration real estate enterprises. |
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| Keywords: | real estate enterprises of Changzhutan agglomeration green marketing green consumption |
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