卧龙自然保护区生态旅游市场营销规划

Marketing Plan of Ecological Tourism in Wolong Nature Reserve

本文将管理学中的市场营销理论、生态旅游的特点及卧龙自然保护区旅游开发的特定情况相结合，按照分析市场环境、细分市场及确定目标市场、制定营销战略及策略、市场营销组织及计划的步骤，论证卧龙生态旅游市场的巨大潜力，并以此而制定卧龙生态旅游市场的营销计划。

This paper combines the marketing theory, the characteristics of the ecological tourism with the conditions of Wolong nature reserve development． The analysis follows the steps: first analyzing marketing environment and market segmentation; and then determining target market and making marketing strategy, tactic, organization and plan． The author proves that there is a great potentiality in Wolong tourism market and thus makes its marketing plan．