The Shanxi Wulaofeng National Forest Park In Product Positioning And Marketing Strategy Research

In 1872, the world's first national park-Yellowstone national park, which marks the forest tourism has basically completed as an industry. Forest tourism has been developed for more than 100 years, and each country speeded up the forest tourism development. The rapid development of the world brought about high economic efficiency and environmental benefits, but forest tourism development of quality did not promote due to the lack of scientific planning and guiding development of forest tourism .Many scenic spots hardly to meet the new demands of modern market due to lack of cognition of the market, just made a single resource development and low quality of product marketing.This paper attempts to start from the market, to make the proper position of the products in accordance with the market demand through the tourism products with qualitative and quantitative analysis, and according to the results of the localization survey to formulate the corresponding marketing strategy. The study object is Shanxi Province national forest park , and through analyzing existing resources with RMP method, then with the tourists information analysis according to the questionnaire on the basic factors and the correlation factor regression analysis, it finally comes to the new product positioning and a series of marketing strategy under the guidance of the experience marketing marketing methods.This paper based on the the existing deficiency in forest tourism product development and marketing , and pay attention to the practical using effect in the research design of the strategy, and I hope it will be helpful to other homogeneous tourism products.