Research On The Marketing Strategy Of Shanghai Haiwan National Forest Park

Tourism industry, is a strategic pillar industry of national economy.In the "Twelfth Five-Year Plan" period, Shanghai city hall will take the tourism industry as a strategic pillar industry,and the modern service industry which people more satisfied with.The citizen’s life of Shanghai is affluent,leisure time is ample, leisure awareness is pervasive,The forest park in Shanghai suburban is the ideal recreation ground to the majority of the people. Shanghai Haiwan national Forest Park (referred to as the Haiwan Forest Park) is jointly funded and constructed by bright food (Group) Co., Ltd. and Shanghai City Construction Investment Development Corporation,located in Shanghai Fengxian District Wusi farm territory, ecological resources and tourism resources and the external environment of the park is superior, but the characteristic is not obviously, visibility and influence is not high, marketing is weak.The park has the development potential, must seize the opportunity, foster strengths and circumvent weaknesses, seize the opportunity to develop.This paper mainly applying modern marketing principles and framework, combined with SWOT analysis of marketing environment analysis,STP market positioning strategy,4P’s marketing theory, mainly using qualitative analysis method, through the reference of a large number of statistical data, using existing related research achievements for reference and summarized, study on the marketing combination strategy and put forward suggestions on the Haiwan Forest Park.This study is to provide reference for the development of the Haiwan Forest Park, can also play a primary role to the research on the marketing strategy of similar suburban tourist attractions.