随着经济的发展和生活水平的提高，人们对于精神文明的追求逐步提高，文 化和旅游业是人们精神追求的一部分，对于旅游业来说，人们已不再满足于传统 的旅游模式，而生态旅游和原始的自然资源享受能够满足人们对精神文明的追 求，对纯粹自然环境的追求，通过开展生态旅游并加强对旅游地环境的保护，促 进旅游业的发展，促进生态旅游的持续发展和蓬勃发展。 L旅游公司位于旅顺口区,旅顺拥有众多国家级的风景名胜区、自然保护区 和森林公园，旅顺口区曾是近代中国历史发生地，拥有许多历史文物、战争历史 和人文景观，每年都能吸引大量的国内外游客，因此，L旅游公司拥有开展生态 旅游的独特优势。本文在调查研究的基础之上，对L公司开展生态旅游所面临 的问题进行分析和实地调查，通过理论分析和实证分析相结合的方法，在全面开 展全域旅游的背景下，建设生态旅游项目，进行生态旅游产品路线设计，通过 4P营销理论进行分析和论证，最终提出相应营销策略，促进公司旅游项目的发 展，进而提升旅游品牌和旅游效应，弥补企业发展过程中的不足，对于企业自身 发展来说具有一定的实际意义。 通过生态旅游项目的建设，进而进行规划和发展，在此基础上进行旅游路线 设计，实现其产品设计策略，满足不同游客的需求。通过实行客源差别定价、需 求导向定价、旅游产品差别定价等措施，来促进旅游消费，增加游客数量，稳定 客户群体，实现平稳发展。通过渠道营销策略，合理利用网络、中介公司、政策 优势，扩大旅游市场份额，扩大品牌影响力。通过产品推广策略的实施，定期制 定促销策略并进行网络促销，促进旅游产品的营销能力，增强企业知名度，促进 旅游项目的发展，促进经济消费和游客数量的增长。 关键词：生态旅游；营销策略；项目建设 - II - Study on marketing strategy of ecotourism of L company Abstract With the development of economy and the improvement of living standards, people's pursuit for spiritual civilization gradually increase, part of a culture and tourism is people's spiritual pursuit, for tourism, people no longer meet the traditional tourism mode, while the natural resources of ecological tourism and the original enjoy can satisfy people's pursuit of spiritual civilization, the pursuit of pure natural environment, through developing ecological tourism and strengthen the protection of tourism environment, promote the development of tourism industry, promote the sustainable development of ecological tourism and booming. L travel company is located in lushunkou, lushun has many national scenic area, nature reserves and forest parks, lushunkou district used to be a modern Chinese history, has many historical relics, historical and cultural landscape, war at home and abroad every year to attract a large number of tourists, therefore, L travel company has unique advantages for the development of ecological tourism.In this paper, on the basis of investigation and study, the problems facing development of the ecological tourism of L company analysis and field survey, through the combination of theoretical analysis and empirical analysis method, the comprehensive development under the background of global tourism, development of ecological tourism project, ecological tourism product line design, through the 4 p marketing theory analysis and demonstration, finally put forward the corresponding marketing strategy, promote the development of the tourism project company, in turn, promote tourism brand and tourism effect, to make up for any deficiencies in the process of enterprise development, for their own development has a certain practical significance. Through the construction of eco-tourism projects, and then planning and development, on this basis to carry out the design of tourism routes, product design strategy to meet the needs of different tourists.Measures such as differential pricing for customers, demand-oriented pricing and differential pricing for tourism products are adopted to promote tourism consumption, increase the number of tourists, stabilize customer groups and achieve stable development.Through channel marketing strategy, rationally utilize the advantages of network, intermediary companies and policies to expand the tourism market share and expand the brand - III - influence.Through the implementation of product promotion strategies, regular development of promotion strategies and network promotion can promote the marketing ability of tourism products, enhance the popularity of enterprises, promote the development of tourism projects, and promote the growth of economic consumption and the number of tourists.