大连新屋宾馆绿色营销策略研究
摘 要
随着我国经济和旅游业的快速发展，酒店业得到了一个很好的发展环境，而经济型酒店因为即经济又实惠的原因更受大众的青睐，所以在我国近几年来经济型酒店的发展速度最快。但快速扩张的同时也存在一系列的问题，盲目的竞争导致环境的污染和能源的浪费。近年来消费者非常重视环保，倾向于绿色酒店，倡导绿色消费。随着全球化的发展，这种趋势越来越强烈，对于我国经济型酒店来说，既意味着机遇也意味着挑战，发展成为绿色酒店已经是经济型酒店的存活之路，更是实现可持续发展的必由之路。随着绿色时代的到来，人们在生产和消费过程中越来越意识到环境保护的重要性，它的到来对世界各行业的发展产生了巨大的影响。为适应当前国际环保和实现可持续发展的需要，酒店业同其他行业一样，面临着从传统营销转为绿色营销的问题。绿色、环保、安全、健康是国际酒店业发展的新方向。本文以大连新屋宾馆为例，通过对相关理论的阐述分析出大连新屋宾馆实施绿色营销的条件，及如何实施绿色营销的方法、策略。
关键词：绿色营销；新屋宾馆；绿色酒店
ABSTRACT
Along with our country economy and the rapid development of tourism, hotel industry has a very good development environment, and the Econo Hotel because the economy and affordable causes more popular favor, so in our country in recent years with the fastest developing speed in the Econo Hotel. But the rapid expansion of a series of problems still exist, blind competition leads to environmental pollution and energy waste. In recent years the consumer attaches great importance to environmental protection, tend to the Swallow Edinburgh Greens Hotel, advocate green consumption. With the development of globalization, the trend of increasingly strong, for our country the Econo Hotel, which means good luck also means the challenge, develop into Swallow Edinburgh Greens Hotel Econo Hotel is survival Road, the route one must take is to realize sustainable development. With the green era, people in the process of production and consumption are becoming increasingly aware of the importance of environmental protection, its arrival on the world the development of each industry produced tremendous effect. In order to adapt to the current international environment and realize the sustainable development of the hotel industry, as same as other industries, is faced with from traditional marketing to green marketing problems. Green, environmental protection, safety, health is the new direction of the development of International Hotel industry. In this paper a new House Hotel Dalian as an example, based on the theory analysis of the Dalian new house hotel implementation green marketing conditions, and how to implement green marketing method, strategy.
Key words:green marketing; New House Hotel Swallow Edinburgh Greens Hotel;
目 录
2.3酒店开展绿色营销的意义……………………………….. 2
3.2新屋宾馆实施绿色营销环境分析………………………….. 4
3.2.1新屋宾馆实施绿色营销的宏观环境分析………………… 4
3.2.2新屋宾馆实施绿色营销的竞争环境分析………………… 5
4.1酒店从内部做起，挖掘自身潜力………………………….. 6
4.1.2创建绿色企业文化，加强员工绿色管理………………… 6
4.1.3开展绿色活动，加强绿色宣传，寻求宾客的理解与支持……. 6
4.2新屋宾馆的绿色营销组合策略……………………………. 6
4.2.2推行消费者认可的绿色价格策略……………………… 7
4.2.3酒店与政府相关部门的配合…………………………. 7
4.2.4加强酒店与对环境具有重大影响的“伙伴”的联系……….. 7
4.3.1加强绿色设施建设，树立宾馆绿色新形象………………. 8
