摘要
在森林旅游产业已成为林业经济重要组成部分的背景下,探讨了狼山国家森林公园营销管理方面存在的问题。研究认为,狼山国家森林公园在营销过程中存在着宣传手段过时,文化营销不到位,服务营销存在缺陷以及人才资源缺乏的问题。针对上述问题,提出了开展"互联网+"式网络营销,开发文化特色,健全服务营销体系以及加强人才队伍建设的优化策略建议。
This paper discussed the problems in the marketing management of the Langshan National Forestry Park under the background of forest tourism industry being an important part of the forestry economy.The results showed that there were a few problems like outdated propaganda methods, inadequate cultural marketing, flaws in service marketing and lack of human resources. Finally it proposed optimization strategies such as "Internet+" type network marketing, development of cultural characteristics, improvement of service marketing system, and strengthening of talent team building.
作者
丁梧桐
李登明(指导)
Ding Wu-tong(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)
出处
《中国林业经济》
2020年第1期105-107,120,共4页
China Forestry Economics
基金
南京林业大学校级大创项目“我国森林旅游产业营销优化策略研究：以狼山国家森林公园为例”（2019NFUSPITP0920）
关键词
森林旅游
狼山森林公园
营销策略
forest tourism
Langshan Forestry Park
marketing strategy
