【正文】 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 綠色營銷的概念及理論基礎 ..................................................................................................... 3 綠色營銷的概念 ............................................................................................................... 3 綠色營銷的產(chǎn)生 ............................................................................................................... 3 綠色營銷的發(fā)展 ............................................................................................................... 4 綠色營銷的應用 ............................................................................................................... 4 3 頤尚溫泉綠色營銷的現(xiàn)狀及理論分析 ..................................................................................... 6 頤尚溫泉的基本情況 ....................................................................................................... 6 頤尚溫泉的綠色營銷環(huán)境分析 ....................................................................................... 6 頤尚溫泉的綠色營銷宏觀環(huán)境分析 .................................................................... 6 頤尚溫泉的綠色營銷的競爭環(huán)境分析 ................................................................ 8 頤尚溫泉的綠色營銷的消費行為分析 ................................................................ 8 頤尚溫泉綠色營銷的必要性 ......................................................................................... 10 頤尚溫泉存在的問題 ..................................................................................................... 11 開發(fā)的現(xiàn)狀 ......................................................................................................... 11 經(jīng)營理念 ............................................................................................................. 11 營銷方式 ............................................................................................................. 12 4 南京頤尚溫泉綠色營銷的目標群體與定位分析 ....................................................................13 頤尚溫泉綠色營銷的目標群體分析 ............................................................................ 13 消費者性別差異的目標消費群體分析 ............................................................. 13 消費者年齡差異的目標消費群體分析 ............................................................. 13 消費者職業(yè)差異的目標群體分析 ..................................................................... 14 頤尚溫泉綠色營銷的市場定位 .................................................................................... 14 女性市場定位 ...................................................................................................... 14 家庭市場定位 ..................................................................................................... 14 商務會議市場定位 ............................................................................................. 14 5 頤尚溫泉的綠色營銷策略組合 ................................................................................................16 徐州工程學院畢業(yè)論文 IV 開發(fā)綠色產(chǎn)品 ................................................................................................................. 16 頤尚溫泉類產(chǎn)品項目 ......................................................................................... 16 綠色娛樂休閑 ..................................................................................................... 17 綠色商務會議 ..................................................................................................... 17 實施綠色促銷 ................................................................................................................. 17 綠色廣告 ............................................................................................................. 18 綠色公共關系 ..................................................................................................... 18 選擇綠色渠道 ................................................................................................................ 18 培養(yǎng)綠色員工 ................................................................................................................ 19 綠色營銷的有形展