“绿色营销”战略与我国西部体育旅游产业开发  

Green Marketing Strategy and The Exploitation of Sports Tourism Industry in Western Regions of China

作　　者：张小林[1] 孙玮[2] 

机构地区：[1]湖南吉首大学体育学院,湖南吉首416000 [2]湖南吉首大学广告系,湖南吉首416000

出　　处：《北京体育大学学报》2005年第12期1595-1597,共3页Journal of Beijing Sport University

基　　金：国家哲学社会科学基金资助项目(03BTY017)

摘　　要：采用文献资料、访谈和统计等方法。阐述了绿色营销的概念及其发展特征,分析了西部体育旅游产业开发中实施绿色营销战略的重要意义,并探讨了其实施对策:树立绿色营销观念;建立环境管理新体系,加强绿色管理;开发和提供绿色体育旅游产品体系;确立符合绿色营销的广告创意和策划,推动市场开发。With the combination of documentaty analysis, questionnaire investigation, and expert interview, this study explored the concept of green marketing and the characteristics of its development, analyzed the significance of the implementation of green marketing in the procedure of developing sports tourism Industry in the west regions of China. The related strategies were discussed as follows： set up the idea of green marketing, enhance green management, develop green sports tourism product system, establish green advertising creation and planning, and then enforce the development of the market.

关 键 词：体育旅游产业 西部 绿色营销 生态旅游 

分 类 号：F592.7[经济管理—旅游管理]