目录摘要...................................................................IIIABSTRACT.................................................................IV第一章前言...............................................................11.1研究背景...........................................................11.2研究思路...........................................................21.3研究意义...........................................................2第二章绿色营销理论综述...................................................32.1绿色营销理论的产生和发展...........................................32.2国内外绿色营销理论发展.............................................4第三章中国餐饮行业现状....................................................53.1我国餐饮行业发展现状...............................................53.1.1进入壁垒较低..................................................53.1.2购物中心餐饮业态兴起..........................................53.1.3以披萨为主打食品的餐饮店增加..................................63.2近年来餐饮行业消费者消费趋势.......................................73.2.1餐饮o2o发展迅速..............................................73.2.2绿色，健康引关注..............................................73.2.3快餐经营连锁化................................................73.2.4餐饮混搭风流行................................................73.2我国餐饮行业绿色营销现状...........................................8第四章必胜客............................................................84.1必胜客在中国的发展历程.............................................84.2必胜客现行营销策略................................................104.2.1产品策略.....................................................104.2.2定价策略.....................................................104.2.3促销策略.....................................................104.2.4渠道策略.....................................................10第五章必胜客绿色营销必要性分析..........................................115.1必胜客实行绿色营销的优势..........................................115.1.1百胜餐饮集团的管理支持：.....................................115.1.2品牌优势.....................................................115.1.3目标消费群体年轻化...........................................115.2必胜客实行绿色营销的劣势..........................................115.2.1固有的营销策略实施多年，改变较难。...........................115.2.2产品价格.....................................................125.2.3原材料.......................................................125.3必胜客实行绿色营销的机遇..........................................125.3.1消费者环保意识的提升.........................................125.3.2政府政策的扶持...............................................125.3.3国内外经济复苏...............................................135.3.4环保组织宣传.................................................135.4必胜客实行绿色营销的挑战..........................................135.4.1制作工艺绿色化...............................................135.4.2市场竞争剧烈.................................................13第六章必胜客绿色营销组合策略............................................146.1必胜客的绿色产品设计..............................................146.2必胜客绿色营销的价格策略..........................................146.3必胜客的绿色营销促销策略..........
