| While the globalconomy appears a decline tendency, the tourist industry still maintains a rapid growth as being regard as a’sunrise industry’. To be a new-style modern tourism resource, the development of forest park has drawn a lot of attention since before. With the booming development of traveling industry in China, the service of forest park has been a crucial factor for competition. Only formulating a perfect marketing strategy on touristic service to enhance its name recognition and reputation, a visitor attraction can come to a sustainable business development.Basing on home and broad theories on marketing strategy and service marketing and customer value, the author studied and analyzed touristic service marketing actuality of Hunan Mangshan National Forest Park, by combining the theory research and example analysis, successful experiences and innovation. Studied and discussed the touristic service marketing strategy of Hunan Mangshan National Forest Park, the author tried to build touristic service marketing pattern accord with Hunan Mangshan National Forest Park. It tried to use market segmentation, choosing target market and market orientation to attract consumers over marketing strategy, and use product, price, channel,communication,presonnel, physical evidence and effective service control to meet consumers’need, enhance the degree of consumer satisfaction and winning the loyal customer over marketing combination. In the implementation of Mangshan National Forest Park service marketing, the implementation of safeguards.This paper combines theory and Mangshan National Forest Park service marketing management practice, Proposed for the characteristics and current situation of enterprises service marketing strategy and the implementation of safeguard measures, Targeted and practical, To cope with the increasingly complex Mangshan National Forest Park tourist market competition, improve the competitiveness of enterprises is of positive significance. |
