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旅行社綠色營(yíng)銷(xiāo)存在的問(wèn)題及對(duì)策研究
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旅行社綠色營(yíng)銷(xiāo)存在的問(wèn)題及對(duì)策研究
[摘要] 旅行社綠色營(yíng)銷(xiāo)是在傳統(tǒng)營(yíng)銷(xiāo)上所做的延伸與發(fā)展，它順應(yīng)了整個(gè)世界的發(fā)展，以保護(hù)環(huán)境為前提，以實(shí)現(xiàn)消費(fèi)者利益、旅行社利益、社會(huì)與環(huán)境的利益相協(xié)調(diào)為目標(biāo)的新型營(yíng)銷(xiāo)手段。綠色營(yíng)銷(xiāo)要求旅行社在研發(fā)、采購(gòu)、生產(chǎn)、銷(xiāo)售等方面以保護(hù)環(huán)境為前提，力求避免污染環(huán)境、節(jié)約資源，以求旅行社與環(huán)境可持續(xù)發(fā)展。本文簡(jiǎn)要的介紹了綠色營(yíng)銷(xiāo)的概念與特征，闡述了綠色營(yíng)銷(xiāo)在旅行社中實(shí)施的意義，并指出了綠色營(yíng)銷(xiāo)在實(shí)施過(guò)程中所存在的問(wèn)題，針對(duì)這些問(wèn)題，提出了旅行社實(shí)施綠色營(yíng)銷(xiāo)的對(duì)策措施。
[關(guān)鍵詞] 旅行社；旅游產(chǎn)品；綠色營(yíng)銷(xiāo)
A Research on the Present Problems and Countermeasure of Travel Service’s Green Marketing
Abstract: Green marketing of travel service is the extension and development of traditional marketing. It is a new marketing method which complies with the growth of the world, and is based on the premise that it can protect environment, and realizes coordination with the interests of consumer, travel service, society, and environment. Green marketing of travel service is based on protecting environment when travel service invents, purchases, manufactures and sales products, it not only makes effort to avoid environment pollution, and also tries to achieve the sustainable development between travel service and environment. This thesis introduced the concept and features of travel service’s green marketing, and expounds the meaning of green marketing. At the same time, it points out some questions in the process. In view of the problems mentioned above, the author put forwards possible countermeasure.
Keywords: Travel Service; Tourism Product; Green Marketing
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