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本文分析的重点在于通过对绿色营销理论的分析与对酒店服务行业环境的分析，找到酒店实施绿色营销的策略。文章选取金兰港酒店为研究对象，发现金兰港酒店的绿色营销策略存在形式主义和脱离酒店服务业经营特点等问题，并进一步从内因与外因两个方面分析了问题的根源所在。在对酒店做出营销策略前，对酒店的宏观环境、竞争环境以及内部环境三个方面的绿色营销实施环境做出分析。并在此基础上，对酒店的绿色消费市场做出了细分及定位。

将绿色营销的理念与酒店服务业的特性相结合是酒店开展绿色营销的切入点。因此本文从服务营销的5个营销要素的角度，对酒店实施绿色营销的具体策略给出了建议。具体的措施就是首先要树立绿色营销观念；提倡采用绿色产品；制定绿色产品的绿色价格；说明绿色营销的销售管道；最后采取绿色营销的促销方式，从而为酒店带来相关利益的提升。

关键词：绿色营销；绿色产品；市场细分

Abstract

Economic development in the feelings brought about by the improvement in living conditions, people also experience an unprecedented level of environmental degradation, shortage of resources, ecological crisis brought about by threats, etc.. A search for harmony between man and nature, resources and ecological balance of the rationalization of the use of the concept has gradually become the trend of consumption. In this "green" consumer driven concept, a new marketing idea - green marketing, has been integrated into the enterprise to the marketing system, and has emerged as a trend in the development of corporate marketing.

This article focuses on the analysis of marketing theory through the analysis of the green on the hotel service industry and environmental analysis, to find the hotel to implement green marketing strategies. Select articles of Jinlangang Hotel study found that green marketing strategy hotel formalism and from the hotel there is the operating characteristic of the service sector and further from the two aspects of internal and external analysis of the root of the problem. Made in the marketing strategy of the hotel before the macro-environment, the competitive environment and internal environment of the three aspects of the implementation of the hotel's green marketing environment analysis. And on this basis, the green-star hotel has made the consumer market segmentation and positioning.

The concept of green marketing and hotel service industry is a combination of the characteristics of the hotel to carry out the entry point for green marketing. So this article from the service marketing elements of the five marketing point of view, the hotel to implement green marketing strategies of the specific recommendations are given. Is the first concrete measure to establish the concept of green marketing; to promote the adoption of green products; the development of the price of green products; description of distribution channels green marketing; the final green to take the promotional marketing approach, so as to bring the relevant interests of the hotel.

Key words: Green Marketing; Green product; market segmentation

目 录

引 言 ------------------------------------------------ 错误！未定义书签。

第一章 相关概念简述 ----------------------------------- 错误！未定义书签。

1.1 绿色营销 -------------------------------------- 错误！未定义书签。

1.1.1 绿色营销的产生及含义 -------------------- 错误！未定义书签。

1.1.2 绿色营销的“5C”理论 -------------------- 错误！未定义书签。

1.2 绿色营销的意义 -------------------------------- 错误！未定义书签。

1.3 可持续发展 ------------------------------------ 错误！未定义书签。

1.4 SWOT 分析方法基本理论 ------------------------- 错误！未定义书签。

第二章 金兰港酒店现状及存在的问题 --------------------- 错误！未定义书签。

2.1 酒店的基本情况 -------------------------------- 错误！未定义书签。

2.1.1 位置与设施 ------------------------------ 错误！未定义书签。

2.1.2 酒店的组织结构 -------------------------- 错误！未定义书签。

2.1.3 员工状况 -------------------------------- 错误！未定义书签。

2.2 酒店的绿色营销现状 ---------------------------- 错误！未定义书签。

2.3 酒店绿色营销存在的问题 ------------------------ 错误！未定义书签。

第三章 金兰港酒店营销环境的SWOT分析 ------------------ 错误！未定义书签。

3.1 宏观环境分析 ---------------------------------- 错误！未定义书签。

3.1.1 自然地理环境 ---------------------------- 错误！未定义书签。

3.1.2 经济技术环境 ---------------------------- 错误！未定义书签。

3.1.3 政治法律环境 ---------------------------- 错误！未定义书签。

3.1.4 社会文化环境 ---------------------------- 错误！未定义书签。

3.2 竞争环境分析 ---------------------------------- 错误！未定义书签。

3.2.1 金兰港现有的竞争 ------------------------ 错误！未定义书签。

3.2.2 新入驻的国际型酒店的竞争 ---------------- 错误！未定义书签。

3.2.3 经济型酒店的竞争 ------------------------ 错误！未定义书签。

3.3 内部环境分析 ---------------------------------- 错误！未定义书签。

3.3.1 人力资源分析 ---------------------------- 错误！未定义书签。

3.3.2 营销能力分析 ---------------------------- 错误！未定义书签。 …… 此处隐藏：2192字，全部文档内容请下载后查看。喜欢就下载吧 ……