近年来,随着人们生活水平的提高,旅游收入占国家的GDP比重逐年上升,登山旅游在我国国内也开始兴起并逐步发展,但是至目前为止,我国还没有以探险为主题的登山圣地。本文在分析鸡冠山具有发展探险旅游的自然资源和市场条件的基础上,为鸡冠山设计了一套以“神秘探险”为主题的营销策略。 In recent years, with the improvement of people’s living standards, the proportion of tourism revenue in the country’s GDP has been on the rise year by year. Mountaineering tourism has also started to emerge and gradually developed in our country. However, up to now, there are no expeditions in China. Based on the analysis of the natural resources and market conditions of Jiguan Mountain for the development of adventure tourism, this article has designed a set of marketing strategy with the theme of “Mystery Adventure” for Jiguan Mountain.