Research On The Green Marketing Strategy Of Ulan Butong Grassland Eco-tourism

Ulanbutong Grassland,which is praised as the back garden of our capital,is located in the southernmost point of the Hexigten Banner,Chifeng City,Inner Mongolia Province,and look each other with Saihanba forestry centre which located in the Hebei Province across a river.There are about more than 400 kms from the Ulanbutong Grassland to our capital Beijing.For the reason that the landform of the Ulanbutong Grassland is belonging to the zone of transition between hills and plains,which combines forest scenery and prairie beautiful scenery to the point.Thus,we could appreciate elegant and colorful views and scenery,which could be the true world's garden in reality as well in name.As the important part of Mulan Paddock forQing dynasty,the Ulanbutong Grassland owns many classic historic stories such like that the Emperor Kangxi got war with Galdan(a leader of Tibet),which is long standing and has hand down to generations.Therefore,the Ulanbutong Grassland has turn into the natural gallery of the artists,the famous scenic spot of finding a view of photographers and shooting bases of many films and television programs,from the developing of the grassland,it has attracted a number of visitors from the home and abroad.The paper takes use of the document analysis methods,conclude and deductive method and other methods to develop all-sides analysis and research for the steppe ecology tourist of the Ulanbutong Grassland.At the first,it sums up relevant document literature about ecotourism and ecotourism marketing from the home and abroad,which has analyzed deeply for the green marketing of the Ulanbutong Grassland's steppe ecology tourist by using the method of SWOT.By this way,we can get that it takes the advantage in the natural talent,geographical location and traffic condition,however,it also exist some its own soft spot like the insufficient of product system,which is influenced most by the seasonal effect,the weakness of branding and so on.The supporting of the policy,the expanding of protecting environment dynamics and the expanding broad market prospect is the significant chance for developing the tourist trade,meanwhile,it also faces the menace that the depression of local financial,the tradition concepts of marketing and the ecology of grassland was destructed by others.The above conclusions which are got by the SWOT analysis method take foundation for later making marketing planning.In the second place,because of the character of heterogeneity and complexity in the ecological tourism market,at the same time,the ecology tourists owns some specific behavior characteristics like diversity,study type,property of participation and so on than other ordinal tourists,thus,for making accurate green marketing planning which is suit for the Ulanbutong Grassland's steppe ecology tourism,it tries to proceed detailed market locating and market segmentation in length.Once again,this paper achieve mastery through a comprehensive study of the subject for the green market theory,starts off from four views of promotion: the product policies of modeling brands,taking more on using experience,and lines convert,the price strategy of differentiation and pricing freely,strengthen management for the middleman channel strategy and takes the Internet as the main method,and promotion policies which combine traditional methods with new modes of promotion.It considered every green and environmental protection factor fully,made detailed green marketing planning and put forward safeguard measures of setting up protection first,initiating the entire personnel marketing and improving marketing refining level of green marketing strategies implementation for every steppe ecology tourist.In the last,the paper concludes the research conclusions and puts forward the innovation points.