The Marketing Strategic Research Of Xi'An Forest Industry

Comprehensively reviewed the development of Xi'an forest traveling industry in recent 20 years.Constract, And the nearly 10 years of Xi'an forest park traveling income rate of increment and the whole city traveling income and the income of the whole city inhabitant can be used and so on,I had discovered that the Xi'an forest park traveling income rate of increment curve assumes "s" the rule, and It's lower than the whole city economy growth and the whole city traveling income and so on. Analyzed the main reason of which big resources miscarriage industry is the product homogeneity under low level market competition, the problem is that the traditional management way could not adapt to the market economy rule.To the Xi'an forest traveling product localization, the scenic area style and the plan design carried on carefully examined. In to the Xi'an forest traveling industry existence question, the environment, the forest traveling resources and in the source of tourists market analysis foundation, proposed the present stage forest park construction and the management basic mentality, should from the research traveling main body (traveler) to the object (forest traveling product) the demand embarks, in the market investigation foundation, subdivides through the traveling market, in view of the goal market characteristic, analyzes and designs conforms to the product which this goal market expends, and chooses the media which in this social stratum member is partial to carry on the propaganda and so on a series of marketing strategy.Through to the Xi'an forest traveling industry"swot"analysis, the author propose the Xi'an forest park "five" the marketing strategy: Ecology, difference, whole, characteristic and industry, as well as promotion, channel and price strategy. It Proposes under the market direction idea forest park plan design entire wrap method; Under competition environment forest park construction management principle; And has formulated the implementation marketing strategy safeguard measure.The article proposed the marketing strategy should be taken in the fist place in the forest park construction and after with plan design. the plan design should contain the product design, the style design and so on, as well as the above plan design entire wrap method, the construction management principle, the marketing entire process management and the implementation marketing strategy safeguard measure has the universal significance to the nation forest park construction. The author Utilizes the market marketing study principle to the forest park entire process management, still not saw in the domestic forest traveling management theory and the practice aspect, has the theory application innovation. In view of the Xi'an forest park development formulation marketing strategy, It has the reality instruction significance to the Xi'an forest park profession macroscopic management and the microscopic management, for realized the Xi'an forest to travel the sustainable development to provide one kind of possibility strategic mentality.