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本文以生态旅游绿色营销的产品策略分析为研究对象,首先介绍了生态旅游的内涵与特点,紧接着重点论述了绿色营销的涵盖内容和特点,包括有营销对象的多样化,消费对象方式的变化,完善了消费过程的全部体验,企业文化的源头发生变化,生态旅游方面营销策略;文章的最后将生态旅游和绿色产品营销相结合起来,基于前文的论述指出了生态旅游方面的营销策略,包括生态旅游与绿色营销相互依存,在实践过程中的具体原则,在实践过程中的推行方法。希望本文可以以相对严密的论述对这一课题进行归纳总结,并可以提出一定的有价值的参考意见,为生态旅游和绿色营销的发展实践提供建设性的意见。
In this paper, the product strategy of eco-tourism green marketing is taken as the research object. Firstly, the connotation and characteristics of eco-tourism are introduced. The content and characteristics of green marketing are discussed emphatically, including the diversification of marketing objects, , Perfect the whole experience of consumption process, the change of source of corporate culture and the marketing strategy of ecotourism. At the end of the article, eco-tourism and green product marketing are combined together. Based on the above discussion, the marketing strategies of ecotourism are pointed out, including Ecotourism and green marketing interdependence, in the practice of the specific principles, the implementation of the practice of the method. I hope this paper can summarize this subject with relatively strict discussion and put forward some valuable reference opinions and provide constructive suggestions for the development and practice of eco-tourism and green marketing.