保定市饭店业实施绿色营销策略探究

发布时间：2019-01-02 20:01

【摘要】：伴随着经济的高速发展，随之带来的是环境污染问题。进入21世纪，人类前所未有的感受到了赖以生存的自然环境遭受到了破坏，诸如资源的匮乏、水土严重流失、异常的气候等等。在此前提下，，“绿色产品”、“绿色需求”、“绿色消费”的消费观念，逐渐成为了一种消费主流。“绿色”时代的到来，将会对企业将提出新的挑战。而作为旅游业三大支柱之一的饭店行业，对环境污染的“贡献”也非同小可，在绿色消费观念的推动下，绿色营销登上了环境保护的舞台。饭店绿色营销是一种全新的营销管理模式，它是从饭店的环境保护、减少污染、有效利用资源的角度出发，并且在符合当代消费者对“绿色”需求的前提下，把饭店的企业经营核心转变为绿色文化，以此来实现饭店的总体经营目标所采取的一系列营销活动。从长远利益来说，实施绿色营销是我国饭店业发展的必然选择之路。本论文在参考了大量文献资料的基础上，较系统的阐述了绿色饭店及绿色营销的内涵，针对绿色营销和传统营销做了较深入的比较，分析了实施绿色营销是饭店业的必然选择；本论文以保定饭店业作为研究的对象，采取问卷调查法和访谈法对保定市饭店业实施绿色营销的现状做了分析，从中发现绿色思维方式还没有成为保定市大部分饭店的营销目标，而对于保护自然资源的也还没有成为饭店市场营销的原则，部分消费者的绿色消费意识淡薄；在对保定市饭店业做出深入调查的基础上，并分析了保定市的宏观环境和微观环境对实施饭店业绿色营销的影响，从中得出保定市为饭店业实施绿色营销提供了优越的经济技术环境支持和较为稳定的政治法律环境，另外，消费者对绿色消费的需求日益增加；基于上述分析，本论文着重提出了保定市饭店业实施绿色营销的策略，包括为消费者提供绿色产品，提高消费者对绿色价格的认知，设计合理的绿色营销渠道，有效实施绿色促销四个方面做出了具体的分析。
[Abstract]:With the rapid development of economy, environmental pollution is brought along with it. In the 21st century, human beings have experienced unprecedented damage to the natural environment, such as the scarcity of resources, serious erosion of water and soil, abnormal climate and so on. Under this premise, the consumption concept of "green product", "green demand" and "green consumption" has gradually become a consumption mainstream. The arrival of "green" era, will put forward the new challenge to the enterprise. As one of the three pillars of tourism, the hotel industry has made a great contribution to environmental pollution. Under the promotion of green consumption concept, green marketing has stepped onto the stage of environmental protection. Hotel green marketing is a brand new marketing management model. It is based on the environmental protection, pollution reduction, efficient use of resources, and in line with the needs of contemporary consumers for "green" premise, The core of hotel management is transformed into green culture in order to realize a series of marketing activities. In view of long-term benefits, green marketing is the inevitable choice for the development of hotel industry in China. On the basis of reference to a large number of documents, this paper systematically expounds the connotation of green hotel and green marketing, compares green marketing with traditional marketing, and analyzes that green marketing is the inevitable choice of hotel industry. This paper takes Baoding hotel industry as the object of study, and analyzes the present situation of implementing green marketing in Baoding hotel industry by means of questionnaire survey and interview. It is found that the green thinking mode has not yet become the marketing target of most hotels in Baoding City, and the protection of natural resources has not become the principle of hotel marketing, and the green consumption consciousness of some consumers is weak; Based on the in-depth investigation of the hotel industry in Baoding City, this paper analyzes the influence of the macro and micro environment of Baoding City on the implementation of green marketing in the hotel industry. It is concluded that Baoding City provides favorable economic and technological environment and stable political and legal environment for the hotel industry to implement green marketing. In addition, consumers' demand for green consumption is increasing day by day; Based on the above analysis, this paper puts forward the strategy of implementing green marketing in Baoding hotel industry, including providing green products for consumers, improving consumers' cognition of green price and designing reasonable green marketing channels. Effective implementation of green promotion made specific analysis of four aspects.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719;F274

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