| Forest tourism is a bran-new kind of tour concept, and also is a part of tourism industry that develops most quickly, it is called"green"tourism, sprang up from 1980s. It regards natural sceneries as the carriers, and develops from the base of forest park tourism. Through the tour activities, it makes people understand nature, appreciates zoology, and enhances ecology consciousness.Along with the elevation of people's income and the life level, continually pursuing the high life quality, and the tour need of people constantly increases, so the need of forest tourism enlarges progressively. By the total need of forest tourism increasing, at the same time the forest tourism needs of people presents the multiplex and multilayer characteristics. In order to satisfy people's multiplex and multilayer needs to forest tourism, we must confirm the forest tourism marketing strategy that suits the market needs, providing scientific gist for fully using and exploiting the rich forest tourism resource of Hei Long Jiang province.On the base of extensively reading a great deal of literature, this paper summarizes the development and the study actuality of domestic and overseas forest tourism, introduces the actuality and the questions of Hei Long Jiang Forest Industrial Group in managing forest tourism, mainly analyzes the questions that exist in marketing. Through analyzing the market environment of Forest Industry Group, this paper puts forward partitioning marketing, object market, and product positioning of Hei Long Jiang Forest Industrial Group managing forest tourism.The paper uses the method that combines the theory and the demonstration study, is established in the marketing actuality and management status of Hei Long Jiang Forest Industrial Group, uses the classical marketing mix 4PS theory as the basic truss, systematically discusses the Forest Industrial Group's forest tourism product strategy, pricing strategy, strategy of marketing channel and promotion strategy. Aiming at the competitive development trend of tour product, this paper puts forward brand strategy and network marketing strategy. Finally it brings forward several assuring advice aiming at the execution of Forest Industrial Group forest tourism marketing strategy. The author hopes this paper can help Forest Industrial Group establish a suit of effective marketing mix strategy through studying the theory, so that can enlarge market occupancy rate, gain more income, and hasten the economy development of Hei Long Jiang province forest region. |
