【摘要】：伴隨著經(jīng)濟(jì)的高速發(fā)展，隨之帶來(lái)的是環(huán)境污染問(wèn)題。進(jìn)入21世紀(jì)，人類前所未有的感受到了賴以生存的自然環(huán)境遭受到了破壞，諸如資源的匱乏、水土嚴(yán)重流失、異常的氣候等等。在此前提下，，“綠色產(chǎn)品”、“綠色需求”、“綠色消費(fèi)”的消費(fèi)觀念，逐漸成為了一種消費(fèi)主流�！熬G色”時(shí)代的到來(lái)，將會(huì)對(duì)企業(yè)將提出新的挑戰(zhàn)。 而作為旅游業(yè)三大支柱之一的飯店行業(yè)，對(duì)環(huán)境污染的“貢獻(xiàn)”也非同小可，在綠色消費(fèi)觀念的推動(dòng)下，綠色營(yíng)銷(xiāo)登上了環(huán)境保護(hù)的舞臺(tái)。飯店綠色營(yíng)銷(xiāo)是一種全新的營(yíng)銷(xiāo)管理模式，它是從飯店的環(huán)境保護(hù)、減少污染、有效利用資源的角度出發(fā)，并且在符合當(dāng)代消費(fèi)者對(duì)“綠色”需求的前提下，把飯店的企業(yè)經(jīng)營(yíng)核心轉(zhuǎn)變?yōu)榫G色文化，以此來(lái)實(shí)現(xiàn)飯店的總體經(jīng)營(yíng)目標(biāo)所采取的一系列營(yíng)銷(xiāo)活動(dòng)。從長(zhǎng)遠(yuǎn)利益來(lái)說(shuō)，實(shí)施綠色營(yíng)銷(xiāo)是我國(guó)飯店業(yè)發(fā)展的必然選擇之路。 本論文在參考了大量文獻(xiàn)資料的基礎(chǔ)上，較系統(tǒng)的闡述了綠色飯店及綠色營(yíng)銷(xiāo)的內(nèi)涵，針對(duì)綠色營(yíng)銷(xiāo)和傳統(tǒng)營(yíng)銷(xiāo)做了較深入的比較，分析了實(shí)施綠色營(yíng)銷(xiāo)是飯店業(yè)的必然選擇；本論文以保定飯店業(yè)作為研究的對(duì)象，采取問(wèn)卷調(diào)查法和訪談法對(duì)保定市飯店業(yè)實(shí)施綠色營(yíng)銷(xiāo)的現(xiàn)狀做了分析，從中發(fā)現(xiàn)綠色思維方式還沒(méi)有成為保定市大部分飯店的營(yíng)銷(xiāo)目標(biāo)，而對(duì)于保護(hù)自然資源的也還沒(méi)有成為飯店市場(chǎng)營(yíng)銷(xiāo)的原則，部分消費(fèi)者的綠色消費(fèi)意識(shí)淡薄；在對(duì)保定市飯店業(yè)做出深入調(diào)查的基礎(chǔ)上，并分析了保定市的宏觀環(huán)境和微觀環(huán)境對(duì)實(shí)施飯店業(yè)綠色營(yíng)銷(xiāo)的影響，從中得出保定市為飯店業(yè)實(shí)施綠色營(yíng)銷(xiāo)提供了優(yōu)越的經(jīng)濟(jì)技術(shù)環(huán)境支持和較為穩(wěn)定的政治法律環(huán)境，另外，消費(fèi)者對(duì)綠色消費(fèi)的需求日益增加；基于上述分析，本論文著重提出了保定市飯店業(yè)實(shí)施綠色營(yíng)銷(xiāo)的策略，包括為消費(fèi)者提供綠色產(chǎn)品，提高消費(fèi)者對(duì)綠色價(jià)格的認(rèn)知，設(shè)計(jì)合理的綠色營(yíng)銷(xiāo)渠道，有效實(shí)施綠色促銷(xiāo)四個(gè)方面做出了具體的分析。
[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.
【學(xué)位授予單位】：河北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F719;F274

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