【作者】 史敏；

【导师】 陈红；

【作者基本信息】 东北林业大学 ， 林业经济管理， 2004， 硕士

【摘要】 生态旅游是当前旅游业中发展最快的组分，也是旅游业发展的新趋向。生态旅游是在自然保护区与国家森林公园旅游的基础上发展起来的，它引起了人们广泛的重视。同时，如何振兴黑龙江省林区经济、提高人民生活质量和水平、保护并合理开发以及利用黑龙江省森林资源，也是我们面对的重要问题。而生态旅游正是顺应黑龙江省社会经济发展的要求而深化的。 本论文在广泛综览大量文献的基础上，总结了国内外生态旅游研究和黑龙江省生态旅游营销工作情况，并进一步分析了森工经营生态旅游在市场需求结构、产品结构和促销工作中存在的一些问题。面对着大力发展生态旅游的经济要求、社会要求和生态要求，解决这些问题、推进生态旅游营销工作建设，具有一定的必要性。 本论文将理论分析和实证研究相结合，在理论研究的基础上，立足于黑龙江省森工集团现有生态旅游经营实力和所处的现实环境状况，综合运用营销学、管理学、顾客心理学以及色彩美学的有关知识，在生态旅游营销环境、旅游消费者行为、生态旅游产品和促销策略等方面，适度地对森工的商标品牌形象、具体促销策略和典型产品等的营销进行了创新和改进，以求使龙江森工在现实经营中可以通过实践操作而切实扩大其市场份额，占有新的市场，将我省的生态旅游产品经营推向更高的层次和更为广阔的市场。更多还原

【Abstract】 Tourism is now one of the largest industry in the world. And ecotourism is the fastest developing sector of it. Ecotourism is evolved from nature tourism. It has been given much attention by people. And, how to develop the economy of forestry society in the Hei Long Jiang province, make people’s lives better, and how to lead people use the resources reasonably and effectively, are very important things. Ecotourism should be developed deep according to need of our society and economy.Having almost all the information on ecotourism I can get, I analyze Ecotourism management of the group about demand of marketing, structure of product and promotion. As combination of needs for economy, society and ecology, finding something to develop ecotourism marketing in practice is more important.With theoretical analysis and practical study, this thesis uses the knowledge about marketing, consumer psycology and aesthetics for colour, and study in the fields of marketing background, consumer behavior, products and promotions. So this thesis could make creation and progress to some degree in the fields of brand identity, specific plans of promotions and typical product management. And the objective of changes is to exploit the markets and keep and gain more market shares for the Forestry Technology Group in ecotourism.更多还原