| Since 2003,the Fenghuangshan National Forest Park in Heilongjiang province has already formed a certain scale and level economic system,but current tourists,whose purpose is sightseeing only.The tourism profit is low.It is urgent to develop new products,expand market,and promote a long-term development.Based on the principles of marketing(STP and 4Ps),by reading tourism marketing,forest tourism books and forest park marketing strategies documents,compared domestic and international successful cases,summarized the general rules of forest park marketing strategies.By means of expert interviews,questionnaire,combined qualitative and quantitively research,and analyzed current marketing status,strengthen,weakness,opportunities and challenges for the environments of marketing,then got the market positioning and proposed marketing strategies for a long run development for Fenghuangshan National Forest Park in Heilongjiang province.The paper combined theories with practices,according to its features,proposed the market positioning and marketing strategies accordingly,which is specific and operational.The proposal,which has the guiding significance to promote the competitiveness and distinguish from other forest park in same area.The innovation of the paper is,combined tourism product levels with six elements(eating,accommodation,transportation,visiting,shopping and entertainment)of tourism in scenic point,listed the matrix,then we can find out matching degree for positioning of tourism core function.Easily identify where is the problem of current tourism products design,and provided a judgment method when design and develop new tourism product. |
