绿色营销是关注健康、环保的新营销理念。房地产企业实施绿色营销对实现经济效益、社会效益与环境效益的统一有着重要的作用。通过对房地产企业实施绿色营销的博弈分析表明:要房地产企业早日实施绿色营销,一方面房地产企业要有长远发展的战略眼光,应该树立绿色营销理念,另一方面必须加强对消费者绿色观念的培育,提高绿色消费水平,同时,政府应规范市场管理,加大政策引导力度,实施立法监督。 Green marketing is concerned about health, environmental protection, the new marketing idea. Real estate enterprises to implement green marketing to achieve economic, social and environmental benefits of the unity has an important role. The game analysis of implementing green marketing through real estate enterprises shows that real estate enterprises should implement green marketing as soon as possible. On the one hand, real estate enterprises must have a strategic vision of long-term development and should establish a green marketing idea. On the other hand, it is necessary to strengthen the cultivation of green concepts for consumers , Raise the level of green consumption, meanwhile, the government should standardize market management, increase policy guidance and implement legislative supervision.