Marketing Strategy Of Natural Education In A National Wetland Park

At present,most of the natural education work of Wetland Park is carried out by the administrative units alone,mostly for non-profit public welfare undertakings.The initiative to carry out the natural education work is not strong enough,and the way and method are relatively simple.However,the demand of tourists for the natural education is more and more strong.The promotion and sale of the natural education in the form of products to the market has a broad and sustainable development The market prospect of exhibition,but the corresponding countermeasure research is quite lack.Through literature review,the author summarizes the current situation of natural education at home and abroad,analyzes the marketing situation of A National Wetland Park and natural education through field research and questionnaire survey,uses SWOT-PEST to analyze the advantages,disadvantages,opportunities and threats of A National Wetland Park under the current policy,economic,social and technical background of natural education,and adopts STP marketing strategy Then,it uses 4Ps marketing theory to get marketing strategy from product,price,channel,promotion and other aspects.A national wetland park’s natural education marketing strategy should be based on the original target market.First,optimize the original target group of 5-12-year-old children’s primary school,second,focus on developing the target group of 29-45-year-old middle-aged and young parents and fully meet the new needs.A national wetland park is positioned as unique,distinctive theme,high professional level,reasonable price,safe and reliable in the urban area.Through market segmentation,target market determination and accurate positioning,the natural education strategy of A National Wetland Park is formulated as follows: in terms of product strategy,optimize the original curriculum system,develop more courses suitable for the target group,and increase the research and development of cultural and creative products;in terms of price strategy,appropriately adjust the curriculum price and implement the integral membership system;in terms of channel strategy,increase the public network Platform purchase channel: in terms of promotion strategy,first,strengthen the original promotion mode,second,try to carry out commercial promotion,third,increase the conversion rate of ordinary tourists’ participation in natural education.The research in this paper is of constructive significance to the marketing planning of natural education in A National Wetland Park,and is beneficial to other national wetland park,forest park,animal and plant park and other public parks.The development concept of "innovation,opening,green,coordination and sharing" is implemented with the marketing practice of natural education as the carrier.