摘要
通过对哈尔滨湿地生态旅游产品和旅游市场的分析研究,以市场营销组合4Ps理论为基本架构,讨论哈尔滨市松花江湿地生态旅游产品的STP(市场区隔、目标市场和产品定位)问题。在对哈尔滨旅游市场深入研究的基础上,拟定哈尔滨松花江湿地生态旅游产品营销策略,包括产品策略、价格策略、渠道策略和促销4个部分,希望通过运用这些策略组合培育哈尔滨湿地生态旅游市场,丰富哈尔滨夏季旅游产品。
The wetland ecotourism product and market in Harbin was analyzed.Based on the theory of marketing mix 4Ps,the STP of the wetland ecotourism industry development in Harbin which includes Harbin Songhua River wetland ecotourism products,marketing target,and market position was discussed.According to the in-depth study on the tourism market in Harbin,the strategies of developing wetland ecotourism market of Harbin Songhuajing River,including marketing strategy,product strategy,pricing strategy,place strategy,and promotion strategy were proposed.It is hoped that the application of these strategies combination could foster the market of Harbin wetland ecotourism and enrich the summer tourism products in Harbin.
出处
《森林工程》
2013年第5期135-139,共5页
Forest Engineering
基金
黑龙江省科技攻关项目(GB08C206-02)
