ShanGengzhi?WangQinghua
【Abstract】Ecotourism is the trend of the current tourism industry development and also shows huge potential of the tourism industry. Therefore， ecotourism marketing has become a hot topic in social research and plays an important role in promoting social and economic development. based on this， this paper studies the connotation， ecotourism marketing， and discusses the current situation of ecotourism marketing on the purpose of making contributions to the improvement of ecotourism market.
【Key words】ecotourism marketing； sustainable development
【作者簡介】Shan Gengzhi， Wang Qinghua， Tourism College of Zhejiang.
I. Overview of ecotourism and ecotourism derivatives
In recent years， with the continuous growth of social economy and improvement of national consumption， ecotourism has gradually been widely recognized by the society， and various ecotourism products have been constantly emerging. In this context， it is necessary to carry out in-depth research and analysis on ecotourism marketing， and formulate targeted product plans based on the connotation of ecotourism marketing.
Ecotourism is reflected in the responsible tourism behaviors in a certain natural region. Under the condition of not interfering with the natural region， protecting the ecological environment， and reducing the negative impact on tourism， it is more easy to enjoy and appreciate the historical and natural landscapes. Ecotourism derivatives are kinds of material entities and non-material services that meet the tourists spiritual， cultural and living needs in the process of ecotourism activities. They are special experiences gained by tourists who pay a certain amount of money， time and energy.
Ⅱ. Environmental analysis of current ecotourism marketing
2.1 Disadvantages of ecotourism marketing
Many areas of ecotourism and the layout are unreasonable. Ecotourism is still in a low level and extensive development state， resulting in a great waste of tourism resources. Tourism supporting products are scarce， and tourism expenditure structure is not reasonable. In the expenditure of tourists， the proportion of expenditure for basic tourism consumption such as accommodation， catering， long-distance transportation and sightseeing are too high. Customer market structure is imbalance.
2.2 Opportunities for ecotourism marketing development
As the further increase of urban and rural residents income and leisure time， the demand for travel will be huge. Our country encourages the development policy of “holiday economy” that ecotype resort leisure tourism will be a big demand. Tourism facility supply systems are more functional. At present， the rapid construction of high-speed railway greatly improves the efficiency of travel， shortens the distance between regions， and provides people with more convenient transportation options for travel.
2.3 Threats to ecotourism marketing
Some tourist attractions and hotels are only concerned about the immediate benefits and do not consider long-term development， which eventually leads to the destruction and waste of tourism resources. Tourists understanding of ecotourism only stays in the process of going to the nature. They lack sufficient understanding the value of ecotourism.
III. Marketing strategies of ecotourism products
3.1 Centralized and differentiated marketing strategies
This development strategy is mainly for small scale enterprises， it can be realized through intensive use of limited resources. This kind of marketing strategy is very effective for the early development of the enterprises.
Differentiation strategy is mainly based on consumption ability or the market demand for different types of consumers. Differentiated marketing strategies can well meet the overall needs of the target market subject， which is feasible for some large and medium-sized enterprises with stable development.
3.2 Innovation and quality of the ecotourism should be paid more attention on
It is necessary to carry out continuous innovation of ecotourism derivatives. Innovation is the fundamental means of development. Keeping the innovation and vitality at all times can inject continuous impetuses into the product.
3.3 To ensure the capacity under controlling
The opening up of new markets is an important means for ecotourism development， which can further expands the consumer number. However， the opening up cannot be carried out blindly. It should be conducted in a scientific and sustainable way rather than exceeding the environmental capacity.
References：
[1]Mark B.Orams.Towards a More Desirable Form of Ecotourism[J]. Tourism Management，1995，16（1）：3-8.
