【正文】 圖 書(shū) 分類號(hào)： 密 級(jí)： 畢業(yè)論文 南京頤尚溫泉綠色營(yíng)銷(xiāo)策略分析 ANALISIS OF NANJING YISHANG SPRING MARKETING STRATEGY 學(xué)生姓名 班 級(jí) 學(xué) 號(hào) 學(xué)院名稱 管理學(xué)院 專業(yè)名稱 市場(chǎng)營(yíng)銷(xiāo) 指導(dǎo)教師 2022 年 5 月 23 日 徐州工程學(xué)院畢業(yè)論文 I 摘要 隨著時(shí)代的不斷進(jìn)步，社會(huì)經(jīng)濟(jì)的不斷發(fā)展，人們也在感受著前所未有的環(huán)境惡化、資源短缺、生態(tài)危機(jī)等等所帶來(lái)的威脅的同時(shí)，努力尋求一種和自然和諧 相處、健康的生活方式。人們對(duì)綠色消費(fèi)的欲望越來(lái)越強(qiáng)烈，在這種“綠色”消費(fèi)觀的推動(dòng)下，一種新的營(yíng)銷(xiāo)思想 — 綠色營(yíng)銷(xiāo)，被眾多的企業(yè)所采用，并且推動(dòng)了企業(yè)的綠色營(yíng)銷(xiāo)發(fā)展。 本研究通過(guò)綠色營(yíng)銷(xiāo)理論分析頤尚溫泉的現(xiàn)狀和出現(xiàn)的問(wèn)題，找出頤尚溫泉在綠色營(yíng)銷(xiāo)方面的營(yíng)銷(xiāo)策略。對(duì)頤尚溫泉的研究在溫泉行業(yè)綠色營(yíng)銷(xiāo)方面具有一定的理論意義，對(duì)于解決綠色營(yíng)銷(xiāo)在溫泉行業(yè)推廣有一定的現(xiàn)實(shí)意義。文章選取南京的頤尚溫泉為研究對(duì)象，運(yùn)用營(yíng)銷(xiāo)策略分析方法，對(duì)頤尚溫泉綠色營(yíng)銷(xiāo)的發(fā)展?fàn)顩r做出分析，對(duì)南京頤尚溫泉的綠色營(yíng)銷(xiāo)實(shí)施環(huán)境做出分析，指明頤 尚溫泉綠色營(yíng)銷(xiāo)有很好的實(shí)施條件。 溫泉實(shí)施綠色營(yíng)銷(xiāo)的重點(diǎn)是將溫泉服務(wù)與綠色營(yíng)銷(xiāo)理論相結(jié)合。因此本文從服務(wù)營(yíng)銷(xiāo)的角度對(duì)頤尚溫泉實(shí)施綠色營(yíng)銷(xiāo)的策略組合做出了研究。從服務(wù)營(yíng)銷(xiāo)的幾個(gè)營(yíng)銷(xiāo)要素的角度，對(duì)頤尚溫泉實(shí)施綠色營(yíng)銷(xiāo)的具體策略給出了建議： (1)開(kāi)發(fā)綠色產(chǎn)品； (2)實(shí)施綠色促銷(xiāo)； (3)選擇綠色渠道； (4)培養(yǎng)綠色員工； (5)綠色有形展示； (6)綠色營(yíng)銷(xiāo)過(guò)程。 本文通過(guò)對(duì)頤尚溫泉綠色營(yíng)銷(xiāo)的分析，對(duì)溫泉業(yè)實(shí)施綠色營(yíng)銷(xiāo)的營(yíng)銷(xiāo)策略組合做出了研究與分析，其側(cè)重點(diǎn)在與服務(wù)業(yè)特性的相集合，因此對(duì)服務(wù)業(yè)的綠色營(yíng)銷(xiāo)策略也有重要的借 鑒意義。 關(guān)鍵詞 綠色營(yíng)銷(xiāo)；目標(biāo)定位；環(huán)境分析；營(yíng)銷(xiāo)組合 徐州工程學(xué)院畢業(yè)論文 II Abstract With 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 bees 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, petitive 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 bination 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, promotion, place, people, physical evidence and process. Since the whole article focuses on how to carry out green marketing successfully through service characters, it also has an important significance on finding the strategy of green marketing for service industry. Keywords green marketing market positioning environmental analysis marketing mix 徐州工程學(xué)院畢業(yè)論文 III 目 錄 摘要 ............................................................................................................................................... Ⅱ Abstract ......................................................................................................................................... Ⅲ 1 緒論 ............................................................................................................................................. 1 研究的背景 ....................................................................................................................... 1 研究的目的及意義 ........................................................................................................... 1 研究的目的 ............................................................................................................ 1 研究的意義 ............................................................................................................ 1 研究的內(nèi)容 ....................................................................................................................... 2 2 綠色營(yíng)銷(xiāo)的概念及理論基礎(chǔ) ..................................................................................................... 3 綠色營(yíng)銷(xiāo)的概念 ............................................................................................................... 3 綠色營(yíng)銷(xiāo)的產(chǎn)生 ............................................................................................................... 3 綠色營(yíng)銷(xiāo)的發(fā)展 ............................................................................................................... 4 綠色營(yíng)銷(xiāo)的應(yīng)用 ............................................................................................................... 4 3 頤尚溫泉綠色營(yíng)銷(xiāo)的現(xiàn)狀及理論分析 ..................................................................................... 6 頤尚溫泉的基本情況 ....................................................................................................... 6 頤尚溫泉的綠色營(yíng)銷(xiāo)環(huán)境分析 ....................................................................................... 6 頤尚溫泉的綠色營(yíng)銷(xiāo)宏觀環(huán)境分析 .................................................................... 6 頤尚溫泉的綠色營(yíng)銷(xiāo)的競(jìng)爭(zhēng)環(huán)境分析 ................................................................ 8 頤尚溫泉的綠色營(yíng)銷(xiāo)的消費(fèi)行為分析 ................................................................ 8 頤尚溫泉綠色營(yíng)銷(xiāo)的必要性 ......................................................................................... 10 頤尚溫泉存在的問(wèn)題 ..................................................................................................... 11 開(kāi)發(fā)的現(xiàn)狀 ......................................................................................................... 11 經(jīng)營(yíng)理念 ............................................................................................................. 11 營(yíng)銷(xiāo)方式 ............................................................................................................. 12 4 南京頤尚溫泉綠色營(yíng)銷(xiāo)的目標(biāo)群體與定位分析 ....................................................................13 頤尚溫泉綠色營(yíng)銷(xiāo)的目標(biāo)群體分析 ............................................................................ 13 消費(fèi)者性別差異的目標(biāo)消費(fèi)群體分析 ............................................................. 13 消費(fèi)者年齡差異的目標(biāo)消費(fèi)群體分析 ............................................................. 13 消費(fèi)者職業(yè)差異的目標(biāo)群體分析 .......................................................