七天连锁酒店绿色营销策略分析.docxVIP

目录 TOC \o 1-5 \h \z \o Current Document 1前言 1 \o Current Document 1?1研究背景 1 \o Current Document 1?2研究H的和意义 2 \o Current Document 1?3文献综述 2 1.3. 1绿色营销的定义 2 1.3.2酒店绿色营销现状的相关文献 3 1.3.3酒店绿色营销发展策略的相关文献 3 \o Current Document 1?4研究方法 4 \o Current Document 2七天连锁酒店营销环境分析 4 \o Current Document 1宏观环境分析 4 1?1政治环境 4 1. 2经济环境 5 1. 3社会文化环境 6 \o Current Document 2竞争分析 6 \o Current Document 七天连锁酒店的目标市场选择和市场定位 8 \o Current Document 1目标市场选择 8 \o Current Document 3.2市场定位 9 \o Current Document 4七天连锁酒店的绿色营销组合 9 \o Current Document 1绿色营销产品策略 9 \o Current Document 4.2绿色营销价格策略 10 \o Current Document 3绿色营销渠道策略 10 \o Current Document 4.4绿色营销促销策略 10 \o Current Document 4.5绿色营销人员策略 11 \o Current Document 6绿色营销有形展示策略 11 \o Current Document 4?7绿色营销流程策略 12 \o Current Document 5七天连锁酒店绿色营销存在的问题与建议 13 \o Current Document 1绿色营销理念的推广不够完善 13 \o Current Document 5?2服务人员未能完全实行绿色营销 13 \o Current Document 5.3 口标定位还没有完全实现绿色 14 \o Current Document 4能源未能最大利用 14 \o Current Document 6结论 14 An Analysis of Green Marketing Strategiesof Seven Days Inn Abstract: With the rapid development of Chinas economy and peoples living standards, people travel more frequently, increasing demands of the hotel service. Also, people pay more attentions to the greenM life style. Green marketing has become a new trend in the international market. Hotels in our country should have a sense of green marketing, to meet the need of a new era and be consistent with the concept of social marketing? Also hotels can obtain sustainable and long-term development. In this paper, first, Seven Day Hotel chain is analyzed to reveal the real situation of the hotel green marketing in China. Second, the STP strategy and marketing mix of Seven Day Hotel chains green marketing will be discussed. Third, it sums up the implementation obstacles of hotel green marketing, and the reccomendations is given. Keywords： Green marketing; hotel; green product strategy; green pricing strategy; green channel str