社交媒体情境下区域生态旅游品牌营销策略研究——以安徽省池杉湖湿地公园为例
Research on Regional Ecotourism Brand Marketing Strategy in the Context of Social Media—A Case Study of Chishan Lake Wetland Park in Anhui Province

本文以安徽省池杉湖湿地公园为研究对象，探讨社交媒体时代区域生态旅游品牌营销的现状、问题及优化路径。通过文献综述、实地调查及案例分析，研究发现池杉湖生态旅游品牌存在品牌认知度低、社交媒体宣传力度不足、内容互动性差、用户共创机制缺失等问题。通过整合传播渠道构建矩阵、塑造鲜明品牌IP、培养专业运营团队、创新故事化与沉浸式内容、搭建UGC话题体系等策略，可有效增强品牌吸引力与用户共鸣。上述策略为区域生态旅游品牌借助社交媒体突破发展瓶颈提供了实践参考，助力推动生态资源向经济价值转化及乡村振兴可持续发展。
Taking Chishan Lake Wetland Park in Anhui Province as the research object, this paper discusses the status quo, problems and optimization path of regional ecotourism brand marketing in the era of social media. Through literature review, field investigation and case analysis, it is found that the ecological tourism brand of Chishan Lake has some problems, such as low brand recognition, insufficient social media promotion, poor content interaction, and lack of user co-creation mechanism. Through the integration of communication channels to build a matrix, create a distinctive brand IP, cultivate a professional operation team, innovate story-oriented and immersive content, build UGC topic system and other strategies, the brand appeal and user resonance can be effectively enhanced. The above strategies provide practical references for regional ecotourism brands to break through the development bottleneck with the help of social media and help promote the transformation of ecological resources into economic value and the sustainable development of rural revitalization.