我国生态旅游网络营销策略分析

分析了现阶段生态旅游营销发展中存在的主要问题,认为网络营销推广应成为目前我国生态旅游营销的重要策略之一,在此基础上,提出我国生态旅游网络营销推广应注意的基本原则：（1）注重生态旅游基本理念的践行和宣传;（2）注重生态旅游营销的市场定位;（3）注重生态旅游利益相关者的关系平衡;（4）注重生态旅游网络营销功能的充分发挥。探讨了我国生态旅游网络营销推广的主要路径：（1）建设生态旅游目的地在线营销的专门网站;（2）利用网络的增值服务技术实现互动营销功能;（3）重视与第三方旅游电子商务平台及社会网络媒体的合作营销,（4）发挥相关非政府组织在线平台的合作营销效应。

On Network Marketing Promotion of Ecotourism in China

The paper first analyzed the main problems of the ecotourism marketing,pointing out that network marketing promotion should be an important strategy of the ecotourism marketing in China.And then,some basic principles of network marketing of the ecotourism in China have been suggested.The first is the focus on the application of the basic ecotourism concept during marketing promotion;the second is eco-tourists market segmentation;the third is the balance of ecotourism stakeholders;the fourth is the full play of the network function of ecotourism marketing.Based on the above,several aspects of measurement to promote the network marketing of China＇s ecotourism destination are discussed,they are the following：（1）building network marketing website of ecotourism destination;（2）using the interactive marketing function of networks;（3）paying more attention to the cooperative marketing with the professional third-party tourism e-commerce platforms and the social media network;（4） playing the good effects of online cooperative marketing with some relevant non-governmental organizations.