A Study On The Marketing Strategy Of Niubeiliang National Forest Park

Niubeiliang National Forest Park,one of the ten major ecotourism projects set by Shaanxi province,is the important component of the landscape holiday and the sightseeing and recreation among the six major tourism sectors of "Cultural Shaanxi and Picturesque Qinling"' It is the important tourism project for Shangluo city to forge the tourism brand of "the most beautiful place of Qinling is Shangluo," and to construct the second living quarter of Xi'an.And it is also the leading scenery spot of Zhashui county.At present,it has built such three major scenery spots as the Takin Valley Landscape Recreation Area,the Liuchiling Peak Forest Landscape Area,and the Niubeiliang Peak Scenery Zone;and has built such four functional service zones as the comprehensive service zone,the Takin Valley service zone,the Yueliangya service zone,Form Betula albo-sinensis service zone;and has successfully been established as the state level forest park,the state AAAA level scenery spot,and the state water resources scenic spot.In 2013,Niubeiliang National Forest Park has received 5950 thousand tourists in total,realized a direct income of 65 million Yuan,and created a social benefit of 297 million Yuan,with the number of tourists and the park income increasing respectively by 35%and 40%from the earlier year.This paper tries to use marketing theory to have a study on the marketing strategy of Niubeiliang National Forest Park.It starts from the background and current status,uses STP marketing theory,PEST method,Michael Porter's five forces model competition analysis method,and SWOT analysis method to conduct an analysis over the macro environment,micro environment,the current situation of marketing competition,and STP marketing environment of Niubeiliang National Forest Park,and proposes the detailed marketing strategies of Niubeiliang National Forest Park in such four aspects as product,price,channel,and promotion.Then,it proposes the guarantee measures for the implementation of marketing strategies of Niubeiliang National Forest Park through combing the actual conditions of the construction of Niubeiliang National Forest Park.It hopes that the superficial study on the marketing strategies of Niubeiliang National Forest Park in the paper may provide some helpful reference for the marketing managers of Niubeiliang National Forest Park,help them have an in-depth understanding over the current marketing conditions and prospects of the park during their work,work out the marketing strategies that suit for the long term development of Niubeiliang National Forest Park,and make contributions to the achievement of bigger and stronger Niubeiliang National Forest Park and the ecological tourism of Zhashui county,Shangluo city,and even Shaanxi province.