盐城国家滨海湿地公园的深度开发——基于营销视角的分析

盐城拥有独具特色的湿地生态资源，旅游资源种类丰富，已具备创建国家级滨海湿地公园的物质条件，但目前一直处在较低的开发层次上，主要表现为旅游项目单一，形式简单，内容缺乏新颖性，宣传力度不够，在全国的知名度不高。分析了盐城湿地旅游的优劣势和客源市场的种类和特征，把其定位为太平洋西岸最大的湿地公园、亚洲东部最佳的生态旅游公园，着力打造“东方湿地之都，仙鹤神鹿世界”旅游品牌。对珍禽、麋鹿自然保护区、大丰港生态旅游度假区、东沙蒋家沙游览区和旅游商品提出了具有一定深度的开发策略，并运用多种传播工具持续不断的全方位宣传，积极组团参加各类旅游交易会来整体推介盐城湿地旅游品牌。

Depth Exploitation Yancheng,National Coastal Wetland Park --From Marketing Visual Angle

Yaneheng has a unique wetland resource and other various tourist resources, so it has created the material conditions of building a national coastal wetland park. However, the exploitation has been in the lower level, mainly for single tourism project . The simple tourism form and content and lack of propaganda make Yancheng unknown in China. This paper analyes the advan- tages and disadvantages of building the park and the types and characteristics of tourist source markets. It suggests putting up the largest wetland park on the western coast of the Pacific and the best eco - tourist park in East Asia. It advocates effort to create Capital of Oriental Wetlands, World of Cranes and Milu Deer. In the paper the authors also put forward some thoughtful strategies to develop the national reserve of rare birds and Milu deer and eco - tourist resort in Dafeng port, as well as travel products in Dongsha and Jiangjiasha Island. They call on constant overall promotion of the same idea with different media and participating in various tourism fairs actively to propagate tourism brand of Yancheng wetland.