期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2010
卷号：5
期号：12
页码：177
DOI：10.5539/ijbm.v5n12p177
出版社：Canadian Center of Science and Education
摘要：The low-carbon economy based on "low energy consumption, low pollution, and low-emissions" has become the world's emerging economic development model; the select of "low-carbon lifestyle, low-carbon consumption" has become a fashionable topic of the moment, and looking for low-carbon economic opportunities is becoming new thinking of entrepreneurs, low-carbon property will become the new engine of real estate development. This article based on "4Ps" theory as the research framework and combined real estate green marketing with low-carbon economy, explored the real estate portfolio of green marketing strategies, such as green residential development, green brand, green pricing and green promotion and so on. On the background of low-carbon economy real estate development companies must take the road of green marketing to achieve the right of sustainable development.
