乡村生态旅游发展及其“生态体验式”营销策略研究

An Research of Development of Rural Ecotourism and Its "Ecological Experience" Marketing Strategy

乡村生态旅游是一种现代新型旅游模式。本文以珠海为例,在新型城镇化背景下,从城市定位、国民经济与社会发展、农村政策法规等方面提出了珠海发展乡村生态旅游的必要性,利用"SWOT分析模型"和"五力分析模型"对珠海生态旅游的发展现状进行分析,构建了以"生态体验"为理念的营销组合设计,并提出了具体的营销策略:体现"大空间"、"大文化"、"大市场";以品牌和精品开发为龙头,带动产业整体发展。

Rural ecotourism is a new type of modern tourism model. Under the background of new urbanization,the paper,taking Zhuhai as an example,puts forward the necessity of developing rural ecotourism in Zhuhai from the aspects of urban orientation,national economy and social development,rural policies and regulations. And it analyzes the development status of ecotourism in Zhuhai with ＂ SWOT Analysis model＂ and the ＂ Five Forces Analysis model＂,even forms the marketing mix design with the concept of ＂ ecological experience＂,and puts forward specific marketing strategy,which embodies the ＂ big space＂, ＂ big culture＂, ＂ big market＂,driving the overall development of the industry with brand and quality as the leading role.