昆明市森林康养产业经营战略分析

采用问卷调查法,分析昆明森林康养市场需求。结果表明:不同性别的森林康养需求存在差异。据此,昆明森林康养产业的市场定位是:根据不同性别的森林康养需求和昆明的自身优势,开发设计森林康养项目。提出了从产品、服务、人员、形象、促销方式五方面实施昆明森林康养产业的性别差异化战略,即依据男女体质和健康需求、消费心理的不同,研发设计森林康养特色产品和体验服务,组建专业人才队伍,利用昆明特色、新媒体方式做好品牌宣传,并通过激发顾客好奇心理、消费欲望发展促销手段的建议。

Analysis on the Management Strategy of Forest Health Industry in Kunming

This paper used the questionnaire survey method to analyze the demand of Kunming forest health care market.The results showed that there were differences in the forest health needs of different genders.Accordingly,the market positioning of Kunming’s forest health industry was to develop and design forest health projects based on the needs of different genders and Kunming’s own advantages.It proposed the implementation of a gender-differentiated strategy for Kunming’s forest health industry in terms of products,services,personnel,image,and promotion methods.Based on the differences in physique and health needs of men and women,and consumer psychology,research and development of special forest health products and experience services,it could establish a team of professionals to make use of Kunming’s characteristics and new media methods to do a good job in brand promotion,and to develop suggestions for promotion methods by stimulating customer curiosity and consumer desire.