试论森林公园建设的营销管理

On Marketing Management in the Construction of Forest Park

本文回顾了西安市森林公园20年的发展历程。运用市场营销学原理,对其发展阶段进行了划分,通过对近10年间旅游收入增长率与全市旅游收入等数据的比照,提出了现阶段全市12个森林公园应实行差异化营销战略,建设程序应为制定营销战略在先,规划设计在后,详细规划设计应包含产品设计等,在森林公园建设中应重视特色化、森林原生态的保护和风景林的营造,景区建筑要注意风格的多样性和统一性。

The paper reviewed the 20 years＇ history of the development of forest park in Xi＇an. Marketing principles were applied to analyzing the development of forest parks. The marketing strategies for 12 forest parks were proposed ,suggesting the marketing strategies as the pilot step in advance of plan- ning and design. The products designed should give much consideration into the specific features and ecological protection. The style diversity and unity should be integrated together.