淺析飯店綠色營銷對策
摘要：隨著環境問題的加重，人們綠色環保意識的不斷增強，越來越認識到環境問題的重要性與迫切性，迫切需要推行綠色管理，將可持續發展觀念融入飯店經營的全過程和各個環節，而飯店綠色營銷是飯店業發展的最佳選擇。綠色營銷是市場行銷和環境保護相結合的產物，它是在市場行銷的.基礎上，增加了環保意識，強調飯店在營銷全過程中注入“綠色”因素，滿足綠色需求,維護環境利益。本文從綠色營銷的涵義出發，對 開展的重要性、可行性及問題展開研究，最後闡述我國飯店實施綠色營銷應採取的策略。
關鍵字：綠色營銷；飯店綠色營銷；飯店綠色營銷策略
The Countermeasures of Hotel’s Green Marketing
Abstract: Along with worsening of environment problems, people’s environmental awareness strengthens increasingly and realizes the importance and urgency to solve the issue. Hotel management calls in for the implementation of green management. The concept of sustainable development should be integrated into the whole process and every link of hotel management and hotel’s green marketing is the best choice. Green marketing is the combination of marketing and environmental protection. Basing on traditional marketing, it is added to environmental protection consciousness and it emphasizes that hotel should add some ‘green’ factors into the course of marketing to meet the green consumption demands and to maintain environmental benefits. This paper discusses the concept of green marketing and investigates the importance, feasibility and problems, and lastly proposes the countermeasures of green marketing for hotel in China.
Keywords: green marketing, hotel green marketing, countermeasures of green marketing for China hotel
