摘要
随着社会进步和居民生活质量的提高，旅游成为消费者的主要休闲娱乐方式
之一。旅游业也成为拉动内需、进行产业升级、带动基础建设和扩大文化影响力
的重要产业。在“一带一路”倡议背景下，包头市作为其中重要节点城市，需要
大力发展旅游服务业。其中赛罕塔拉湿地公园作为内蒙古重要的生态旅游景点，
借助其独特的景色，特殊的地理位置发展迅速。但产品特色不够突出、营销手段
落后等问题制约着赛罕塔拉湿地公园发展陷入瓶颈。在现有条件下，如何充分利
用湿地得天独厚的自然生态资源，提高赛罕塔拉湿地公园生态旅游景区的核心竞
争力，是赛罕塔拉湿地公园急需解决的问题。
当前，赛罕塔拉湿地公园景区面临产品特色不够突出、品牌辨识度低的问题，
究其原因是营销方式传统单一，营销理念落后。本文将运用SWOT分析法，发现公
园具有地理位置和生态产品丰富的优势，存在生态恢复难度大和游客季节性差异
的劣势，得到政府的支持并顺应旅游业蓬勃发展的机遇，克服新型旅游观念和其
他景区的竞争威胁挑战。由此提出优化赛罕塔拉湿地公园的营销组合策略，构建
特色产品体系、发展专项旅游产品的产品策略；提出差异化定价、套餐销售定价
等价格策略；开发合作渠道、拓展线上销售渠道等渠道策略；发展客源地促销、
社群营销等促销策略。并提出通过对基础设施、服务设施、人力资源和技术平台
保障等方面的投入为赛罕塔拉湿地公园景区提供保障实施措施，真正实现顾客的
需求，达到赛罕塔拉湿地公园经营者、旅游者及社会公众利益的多方共赢。
关键词：生态旅游，市场营销，营销策略组合，赛罕塔拉湿地公园
I

Abstract
With the improvement of social progress and residents' quality of life, tourism has
become one of consumers' main forms of leisure and entertainment. Tourism has also
become an important industry to stimulate domestic demand, carry out industrial
upgrading, drive infrastructure construction and expand cultural influence. Under the
background of "One Belt and One Road" initiative, Baotou, as an important node city,
needs to vigorously develop tourism service industry. As an important ecological tourist
attraction in Inner Mongolia, Saikantara Wetland Park develops rapidly with its unique
scenery and special geographical location. But the product features are not prominent
enough, marketing means backward and other problems restrict the development of
Saikantara Wetland park into a bottleneck. Under the existing conditions, how to make
full use of the unique natural ecological resources of the wetland and improve the core
competitiveness of the eco-tourism scenic spot of the Saikantara Wetland Park is an
urgent problem to be solved.
At present, Saikantara Wetland Park is facing the problem of insufficient product
features and low brand recognition, which is due to the traditional single marketing
method and backward marketing concept. This paper will analyze the internal
environment and external environment of Saikantara Wetland Park, use SWOT analysis
method to find that the park has the advantages of geographical location and rich
ecological products, but has the disadvantages of difficult ecological restoration and
seasonal differences of tourists. It will get the support of the government and adapt to
the opportunities of booming tourism industry, and overcome the new tourism concept
and the competitive challenges of other scenic spots. This paper puts forward the
strategy of optimizing the marketing mix of Saikantara Wetland Park, constructing
characteristic product system and developing special tourism products. Put forward
price strategies such as differential pricing and package sales pricing; Develop
cooperation channels, expand online sales channels and other channel strategies;
Develop marketing strategies such as customer source promotion and community
marketing. And put forward through the investment in infrastructure, service facilities,
human resources and technology platform guarantee and other aspects of the sai Kantara
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Wetland park scenic spot to provide security implementation measures, to truly fulfill
customer needs, to achieve a win-win situation of sai Kantara wetland park operators,
tourists and the public.
Key words:Ecological tourism,Marketing management,Marketing mix strategy,
Saihantala Wetland Park
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