Green Marketing Plan Developments and an Investigation into its Application : A Case Study of the Left & Right Hotel, Shenyang, China
Hu, Siyu (2013)
Hu, Siyu
Metropolia Ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013061314041
https://urn.fi/URN:NBN:fi:amk-2013061314041
Tiivistelmä
Traditionally hotels in China have been independently owned and operated, and not part of a chain. However recent consumer trends have shifted toward high-class hotels and chain hotels, these types of hotel are able to provide a more competitive price and a uniform standard of facilities. Independently owned hotels are facing increased competition from the newer types of hotel and as such must design and implement a suitable marketing plan in order to maintain current market share, and introduce a strategy to increase future market share.
The study was conducted to investigate and examine the feasibility and validity of introduc- ing green marketing to the Left & Right Hotel in Shenyang China. The purpose of this thesis is to undertake analysis in order to ascertain the meaning and importance of a green marketing plan, focus on the green marketing strategies and proposal to consumers as well as assessing how the market should or will respond to the new marketing image. It was argued that in order to stay competitive in the modern world, the Left & Right Hotel needs to revolutionise and lead a new brand of green marketing, eco-friendly branding and advertisement in order to beat the competitors and achieve higher portion of market shares in China.
This thesis was built with three parts. First part will analyze and compare independently owned hotels and chain hotels, examining the strengths and weakness of independently owned hotels and forecasting the trends of the future. In the second part, the author will produce a green marketing plan for the Left & Right hotel. The final approach was a development of further research and sureveys, will help to understand how the green marketing effects on the hotel and how the brand image will influence the business. Some interview questions will help to give a better understanding and evaluation to the result.
The study was conducted to investigate and examine the feasibility and validity of introduc- ing green marketing to the Left & Right Hotel in Shenyang China. The purpose of this thesis is to undertake analysis in order to ascertain the meaning and importance of a green marketing plan, focus on the green marketing strategies and proposal to consumers as well as assessing how the market should or will respond to the new marketing image. It was argued that in order to stay competitive in the modern world, the Left & Right Hotel needs to revolutionise and lead a new brand of green marketing, eco-friendly branding and advertisement in order to beat the competitors and achieve higher portion of market shares in China.
This thesis was built with three parts. First part will analyze and compare independently owned hotels and chain hotels, examining the strengths and weakness of independently owned hotels and forecasting the trends of the future. In the second part, the author will produce a green marketing plan for the Left & Right hotel. The final approach was a development of further research and sureveys, will help to understand how the green marketing effects on the hotel and how the brand image will influence the business. Some interview questions will help to give a better understanding and evaluation to the result.