大健康背景下森林康养旅游营销策略的探讨

Discussion on Marketing Strategies for Forest Health Tourism in the Context of Holistic Health

摘要: 伴随全球范围内健康意识的普遍觉醒与“健康中国”战略的纵深推进，大健康产业正以前所未有的活力重塑着社会消费结构与生活方式。在这一背景下，森林康养旅游行业迅速崛起为现代健康服务业和旅游产业转型升级的重要方向。但是该产业也面临着产品同质化严重、客群定位模糊、科技赋能不足以及生态保护与商业开发失衡等核心营销痛点。本文剖析了森林康养旅游的发展背景、政策支撑、市场需求及当前营销困境，提出了“环境赋能”与“数字驱动”的营销策略体系，有效破解产业痛点，提升产品差异化竞争力、实现精准营销触达、强化科技支撑效能，并保障生态可持续前提下的商业活力，为森林康养旅游产业的高质量发展提供理论与实践参考，助力“健康中国”战略目标的实现。

Abstract: With the widespread awakening of health awareness globally and the in-depth advancement of the “Healthy China” strategy, the health industry is reshaping social consumption structures and lifestyles with unprecedented vitality. Against this backdrop, the forest health tourism industry has rapidly emerged as an important direction for the transformation and upgrading of modern health service and tourism industries. However, this industry also faces core marketing pain points such as severe product homogeneity, vague customer targeting, insufficient technology empowerment, and an imbalance between ecological protection and commercial development. This article analyzes the development background, policy support, market demand, and current marketing dilemmas of forest health tourism. It proposes a marketing strategy system of “environmental empowerment” and “digital drive” to effectively address industry pain points, enhance product differentiation competitiveness, achieve precise marketing reach, strengthen the efficiency of technology support, and ensure commercial vitality under the premise of ecological sustainability. It provides theoretical and practical references for the high-quality development of the forest health tourism industry and helps achieve the strategic goal of “Healthy China”.