【正文】 is 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)銷的概念及理論基礎(chǔ) ..................................................................................................... 3 綠色營(yíng)銷的概念 ............................................................................................................... 3 綠色營(yíng)銷的產(chǎn)生 ............................................................................................................... 3 綠色營(yíng)銷的發(fā)展 ............................................................................................................... 4 綠色營(yíng)銷的應(yīng)用 ............................................................................................................... 4 3 頤尚溫泉綠色營(yíng)銷的現(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)銷環(huán)境分析 ....................................................................................... 6 頤尚溫泉的綠色營(yíng)銷宏觀環(huán)境分析 .................................................................... 6 頤尚溫泉的綠色營(yíng)銷 的競(jìng)爭(zhēng)環(huán)境分析 ................................................................ 8 頤尚溫泉的綠色營(yíng)銷的消費(fèi)行為分析 ................................................................ 8 頤尚溫泉綠色營(yíng)銷的必要性 ......................................................................................... 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)銷方式 ............................................................................................................. 12 4 南京頤尚溫泉綠色營(yíng)銷的目標(biāo)群體與定位分析 ................................................................... 13 頤尚溫泉綠色營(yíng)銷的目標(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 ..................................................................... 14 頤尚溫泉綠色營(yíng)銷的市場(chǎng)定位 .................................................................................... 14 女性市場(chǎng)定位 ...................................................................................................... 14 家庭市場(chǎng)定位 ..................................................................................................... 14 商 務(wù)會(huì)議市場(chǎng)定位 ............................................................................................. 14 5 頤尚溫泉的綠色營(yíng)銷策略組合 ............................................................................................... 16 徐州工程學(xué)院畢業(yè)論文 IV 開(kāi)發(fā)綠色產(chǎn)品 ................................................................................................................. 16 頤尚溫泉類產(chǎn)品項(xiàng)目 ......................................................................................... 16 綠色娛樂(lè)休閑 ..................................................................................................... 17 綠色商務(wù)會(huì)議 ..................................................................................................... 17 實(shí)施綠色促銷 ................................................................................................................. 17 綠色廣告 ............................................................................................................. 18 綠色公 共關(guān)系 ..................................................................................................... 18 選擇綠色渠道 ................................................................................................................ 18 培養(yǎng)綠色員工 ............................................................................