陕西太平国家森林公园绿色营销的4P分析

4Ps Analysis of Green marketing of Taiping National Forest Park in Shaanxi Province

针对太平森林公园经营现状,提出了适合其发展的旅游营销策略新模式,应用市场营销4P理论从产品策略、价格策略、渠道策略、促销策略4个方面对策略新模式进行了阐述和分析。

Shaanxi Taiping national forest park has been operated for many years,due to the market substitution effect of the tourist attractions around it in recent years, the park＇s development has encountered a bottleneck. In this paper, based on the operating status of Taiping Forest Park, it proposes for the tourism development a new model of marketing strategy --- green marketing, andelaborates and analyses it by using marketing theory of 4Ps which includes product strategy,price strategy,place strategy,and promotion strategy. This study will contribute to park management institutions to develop marketing strategy around the core business strategy and target market characteristics,which provides guidanc for the future development of the park.