南京颐尚温泉绿色营销的策略分析.doc

图书分类号：密 级：毕业论文南京颐尚温泉绿色营销策略分析 ANALISIS OF NANJING YISHANG SPRING MARKETING STRATEGY学生姓名班 级08营销1班学 号学院名称管理学院专业名称市场营销指导教师2012年5月23日徐州工程学院毕业论文 PAGE 26摘要随着时代的不断进步，社会经济的不断发展，人们也在感受着前所未有的环境恶化、资源短缺、生态危机等等所带来的威胁的同时，努力寻求一种和自然和谐相处、健康的生活方式。人们对绿色消费的欲望越来越强烈，在这种“绿色”消费观的推动下，一种新的营销思想—绿色营销，被众多的企业所采用，并且推动了企业的绿色营销发展。 本研究通过绿色营销理论分析颐尚温泉的现状和出现的问题，找出颐尚温泉在绿色营销方面的营销策略。对颐尚温泉的研究在温泉行业绿色营销方面具有一定的理论意义，对于解决绿色营销在温泉行业推广有一定的现实意义。文章选取南京的颐尚温泉为研究对象，运用营销策略分析方法，对颐尚温泉绿色营销的发展状况做出分析，对南京颐尚温泉的绿色营销实施环境做出分析，指明颐尚温泉绿色营销有很好的实施条件。温泉实施绿色营销的重点是将温泉服务与绿色营销理论相结合。因此本文从服务营销的角度对颐尚温泉实施绿色营销的策略组合做出了研究。从服务营销的几个营销要素的角度，对颐尚温泉实施绿色营销的具体策略给出了建议：(1)开发绿色产品；(2)实施绿色促销；(3)选择绿色渠道；(4)培养绿色员工；(5)绿色有形展示；(6)绿色营销过程。本文通过对颐尚温泉绿色营销的分析，对温泉业实施绿色营销的营销策略组合做出了研究与分析，其侧重点在与服务业特性的相集合，因此对服务业的绿色营销策略也有重要的借鉴意义。关键词 绿色营销；目标定位；环境分析；营销组合AbstractWith the process of economic and social development, human beings are suffering from environmental degradation, resource shortage and ecologic crisis than ever. The will of environmental protection, resource conservation derives of a new way of doing business – green marketing. Later this concept is widely accepted and becomes a popular marketing strategy.This article aims to analyze the present situation and existing problems of Yishang hot spring with the green marketing theory and find out a proper green marketing strategy for Yishang. It takes Nanjing Yishang hot springs as the research object and evaluates the development of green marketing of Yishang. The analysis model includes macro environment, competitive rivalry and consumer behavior. The result indicates that Yishang is in a good position to conduct green marketing strategy. The case study will have a certain theoretical consequences on Yishang as well as the whole SPA industry.As a good combination of green marketing and SPA industry is the key to go green. This research can also be regarded as an experimental study of green marketing mix. In the end of the paper, some suggestions are given to Yishang in 7Ps marketing mix: products, price, promot