随着旅游市场的不断发展,该如何更有效地开展市场营销,成为多数旅游景区亟需解决的问题。本文以宜昌西塞国国家森林公园为例,运用STP营销分析的方法对其市场需求状况、市场细分、目标市场的选择以及市场定位进行了分析,试图探索出一条适合景区自身发展的营销路径。一、宜昌西塞国森林公园概况宜昌西塞国森林公园位于湖北三峡宜昌市夷陵区樟村坪林镇境内,隶属国有樟村坪林场。于2001年6月经湖北省林业局批 With the continuous development of the tourism market, how to carry out marketing more effectively has become an urgent problem to be solved in most tourist attractions. Taking the Yichang Cisse National Forest Park in Yichang as an example, this paper analyzes the market demand, market segmentation, target market selection and market positioning by means of STP marketing analysis in an attempt to explore a marketing path suitable for the development of the scenic spot itself . I. Overview of Yichang Xisiguo Forest Park Yichang Xisiguo Forest Park is located in Pinglin Town, Zhangling Village, Yiling District, Yichang City, Hubei Province. It belongs to the state-owned Zhangcunping Forest Farm. In June 2001 by the Hubei Provincial Forestry Bureau approved