Green Marketing Theory In The Real Estate Development And Applied Research

Industrialization wave created great material wealth for people, it also results in survival crisis, such as population explosion, environment pollution, resource waste and ecology deterioration. It seems that people unconsciously dug tomb for themselves during they seek material wealth. In the face of the difficult position of "with growth, no development", people has to re-speculate their development course and seek a new development way. To realize people's sustainable development and protect human's sole home, people are aware it is necessary to establish a new production and consumption method of man and nature—harmoniously coexisting. Then, the concept of environmental protection and awareness of green consumption arose.As a part of the society, enterprise's survival and development has a close relationship with nature. It is not only its survival and development requirement but also its unshirkable social responsibility to protect environment, accelerate the harmonious development of economy and ecology. Green marketing has become the mainstream of enterprise marketing which exhibits enterprise marketing being the rational phase integrating responsibility of enterprise and society. Real Estate industry is a pillar industry of national economy and its development enhanced city's development, advanced urbanization, improved living environment and living standard. In the course of implementation scientific development concept and structuring harmonious society, balancing real estate development and sustainable development is the common issue need related industry to jointly resolve.This paper states the situation of real estate industry, introduces green marketing theory applied in real estate industry and its application in the real estate project which developed by the company in which the author works. The project proves that the application of green marketing theory in real estate development can not only satisfy developer itself but also help realize perfect city's function, improve living environment, protect nature and finally realize the aim of man and nature harmoniously coexisting.