The Research On Green Marketing Strategy Of Hospitality Industry In China

With the development of the procession of industrialization and social economy, people have improved their living standard gradually. As the same time, people still pay more attention to their existing environment, which contaminated by the effect of industrialization. Hence, with the penetration of concept of "sustainable development", "green consumption" and "green marketing" into the mind, people have appealed for environmental protection and saving energy. Such impact still affected journal industry. "Green hotel", on the basis of not destroying natural ecological balance, exactly accommodate the demand of the times."Green hotel" indicated that people have promptly taken account of environment. It's a big change, not only for the future of an industry, but also for the whole society transferred from think highly of people to the relationship between environment and human being's activities. It's essential that more people join in the action of environmental protection, realizing "double win" of economic benefits and social benefits.With the reference of many tourism marketing, enterprise marketing and eco-environmental management and investigation of domestic "green hotel" present, the paper systematically elaborate the principle, concept, features and its meaning. Still, comparing the present situation between foreign tourism green marketing and domestic tourism green marketing, we explored so many problems such as lacking green thinking, wasting resources, weakening green consumption. Furthermore, adopting investigation analysis, statistic analysis, qualitative analysis, the paper analyze the social and psychological factor which influenced tourism consumer. According to the character of green consumer, star hotel are fit for carrying out green marketing strategy including mix strategy: product strategy, price strategy, place strategy and promotion strategy. On the other hand, we should set up green mark conforming to our country's situation. In the end, the paper presents the practical countermeasures of government, hotel and social public.