在改革开放四十年里，旅游业的发展经历了产业化和市场化的演变阶段，目 前旅游业已经全面融入国家战略体系，走向国民经济建设的前沿，成为国民经济 战略性支柱产业。随着我国社会经济的不断发展，中国旅游业发展蓬勃，在互联 网背景下形成了新的旅游业态，同时大众休闲出行意愿强烈，对旅游服务品质有 了更高的期待，国内旅游景区面临着广大游客在景区个性化和体验生活化等方面 的新需求。我国国内旅游资源丰富，面对旅游景区激烈的竞争，如何通过营销， 将景区打造成具有影响力的品牌，吸引游客前来旅游显得十分重要。 萍乡武功山风景区凭借国家大力发展旅游业的契机，发展势头良好，取得了 一定的公众关注度和成绩，但是与附近发展相对成熟知名的景区比较，如庐山、 黄山风景区等，萍乡武功山景区还有相当大的潜力挖掘，在景区管理、营销方面 还有较大提升空间。我国A级以上景区万余家，在竞争激烈的旅游市场环境下， 不仅需要打造更强大的旅游吸引力，但是同时要考虑景区自然旅游资源的承载能 力有限，需要适时调整景区营销策略，在保护武功山风景区自然资源的基础上实 现可持续发展。 本文以萍乡武功山景区为研究对象，结合可持续发展理论对景区生态旅游进 行了讨论，运用SWOT方法分析了景区市场营销环境，根据STP营销战略细分旅 游市场、选择目标市场和进行市场定位。最后从营销策略4P的角度对武功山景 区营销策略进行分析研究，并提出优化方案，为景区制定科学的营销策略提供参 考，以提升景区综合竞争力。游客旅游意愿强烈，对旅游服务品质有了更高的期 待，这对旅游景区来说既是机遇也是挑战。萍乡武功山景区应抓住发展机遇，利 用景区特色自然生态资源，坚持可持续发展，生态旅游的原则，开发具有特色的 旅游产品，运用移动互联网时代下新媒体营销传播方式，提高景区市场竞争力， 吸引更多省内外游客，获得更好的经济效益和社会效益。 关键词：营销策略；武功山；可持续发展 2 Abstract In the 40 years of reform and opening up, the development of tourism has gone through an evolutionary stage of industrialization and marketization. At present, tourism has been fully integrated into the national strategic system, moving to the forefront of national economic construction and becoming a strategic pillar industry of the national economy. With the continuous development of China's economic and social undertakings, China's tourism industry has developed vigorously, forming a new tourism format under the background of the Internet. At the same time, the public has a strong desire for leisure travel, and has higher expectations for the quality of tourism services. Domestic tourism scenic spots are facing new demands from tourists in terms of personalization of scenic spots and experience of life. China is rich in domestic tourism resources. Facing the fierce competition in tourist attractions, it is very important to make scenic spots into influential brands through marketing and attract tourists to come to visit. Pingxiang Wugong Mountain Scenic Area has a good momentum of development and has achieved certain public attention and achievements, relying on the opportunity of the country's vigorous development of tourism. However, compared with the relatively mature and well-known scenic areas nearby, such as Lushan Mountain and Huangshan Mountain Scenic Area, Pingxiang Wugong Mountain Scenic Area still has considerable potential to tap, and there is still much room for improvement in scenic area management and marketing. There are more than 10,000 scenic spots above Grade A in our country. In the highly competitive tourism market environment, it is not only necessary to create stronger tourism attraction, but also the carrying capacity of natural tourism resources in scenic spots is limited. Therefore, it is necessary to timely adjust the marketing strategy of scenic spots to realize sustainable development based on the protection of natural resources in Wugong Mountain scenic spot. This paper takes Wugong Mountain scenic spot in Pingxiang as the research object, discusses the eco-tourism of the scenic spot in combination with the theory of sustainable development, analyzes the marketing environment of the scenic spot by SWOT method, subdivides the tourism market, selects the target market and makes market positioning according to STP marketing strategy. Finally, from the perspective of marketing strategy 4P, this paper analyzes and studies the marketing strategy of Wugong Mountain scenic spot, and puts forward the optimization scheme, which provides reference for the scenic spot to 3 formulate scientific marketing strategy, so as to enhance the comprehensive competitiveness of the scenic spot. The strong desire to travel and higher expectations for the quality of tourism services are both opportunities and challenges for scenic spots. Pingxiang Wugong Mountain Scenic Area should seize the development opportunity, make use of the scenic area's unique natural ecological resources, adhere to the principles of sustainable development and eco-tourism, develop distinctive tourism products, use new media marketing and communication methods in the mobile Internet era, improve the scenic area's market competitiveness, attract more tourists from inside and outside the province, and obtain better economic and social benefits.。。。。。。以下内容略